Abstract: To provide a technique for maintaining high efficiency of advertisement images. In response to a request for a banner advertisement data set from a terminal device, a second banner distribution server device selects a banner advertisement data set at distribution frequencies that are determined in advance, and distributes the selected banner advertisement data set to the terminal device. For the first distribution term, the second banner distribution server device determines distribution frequencies so that each attribute of each component comprising a banner advertisement image is contained in distributed banner advertisement images at an equal rate. In the second and later distribution terms, banner advertisement data sets that had CTRs equal to or greater than a baseline-CTR in the previous distribution term are continuously distributed.

Abstract: A banner generating device 12 periodically obtains feeds from a Web server 11a, and generates banner data sets containing the obtained feeds and advertisement data sets relating to the feeds. The banner distribution server 13 periodically obtains banner data sets from a banner generating device 12. A terminal device 14a obtains a page data set from a Web server 11p, and displays a Web page 20 in accordance with the page data set. When the Web page 20 is displayed, the terminal device 14a obtains a banner data set that is required for displaying a banner in the Web page 20 from the banner distribution server 13. When the banner data set obtained from the banner distribution server 13 was generated by a banner generating device 12, the contents of the newest feeds and an advertisement are displayed as a banner at the terminal device 14a.