Patent ID: 8050970

Claim:
A computer-implemented method comprising: receiving at an advertising server, from an advertisement distribution partner server, a request for advertisement listings and a filter, the filter defining preferences of the advertisement distribution partner and including: a filter type identifying to which section of an advertisement to apply the filter, wherein the filter type includes text, a filter characteristic specifying one or more words or phrases to be filtered; an affirmative indication associated with the filter characteristic that indicates the section and the section text included in the section to be included in advertisement listings displayed by the advertisement distribution partner or a negative indication associated with the filter characteristic that indicates the section and the section text included in the section to not be included in advertisement listings displayed by the advertisement distribution partner; identifying a set of advertisement listings that are responsive to the request; generating, by the advertising server, a modified set of advertisement listings based at least in part on the filter type, the filter characteristic, and the affirmative or negative indication by reducing the set of advertisement listings including: excluding from the modified set advertisement listings that satisfy the request and that include the section identified in the filter type and the section text in the section identified in the filter characteristic if the filter is associated with a negative indication; and excluding from the modified set advertisement listings that do not include the section identified in the filter type and the section text in the section identified in the filter characteristic if the filter is associated with an affirmative indication; and delivering at least one of the modified set of advertisement listings or one listing of the modified set of advertisement listings.