Patent ID: 8799072

Claim:
A computer-implemented method comprising: receiving at a server a request for one or more advertisements and a filter identifier of a filter, wherein the filter includes one or more publisher criteria, specified by a publisher for matching advertisements to be provided on a publisher page, including a filter type that identifies a particular section of an advertisement to apply the filter, and an affirmative indication or a negative indication; identifying a set of advertisements responsive to the request; modifying the identified set of advertisements including: removing from the set of advertisements any advertisements having a section specified by the filter type that satisfies one or more publisher criteria of the filter when the filter includes a negative indication, and removing from the set of advertisements any advertisements having a section specified by the filter type that does not satisfy the one or more publisher criteria of the filter when the filter includes an affirmative indication; and providing one or more of the modified set of advertisements for publication on the publisher page in response to the request.