Patent ID: 7870026

Claim:
A method of providing advertising content for display in a community personal media space of an Instant Messaging (IM) window of an Internet networking tool of a user, comprising: receiving selection of an on-line advertisement by a first user, the on-line advertisement being one of existing on-line advertisements selected from categories of advertisement subjects; and displaying the selected on-line advertisement in an community personal media space of the first user, the community personal media space being part of the IM window, the community personal media space of the first user is accessible to a list of users approved by the first user through the IM window, and the first user and the list of users approved by the first user utilize the IM window to communicate with one another; tracking interaction with the selected on-line advertisement by users on the list of users approved by the first user; and assigning rewards for the first user based on the tracked interaction with the selected on-line advertisement.