Patent ID: 7647609

Claim:
A method for displaying advertisements at a user unit comprising a receiver and a processor, the method comprising: receiving, at the receiver, at least one advertisement for an item, said at least one advertisement associated with: at least one alternative advertisement for a different item or for said item offered by a different vendor; and advertisement metadata comprising: a replacement indication indicating whether a user of said user unit is allowed to replace displaying of said at least one advertisement by displaying of said at least one alternative advertisement; and an indication of a maximum number of times said at least one advertisement can be replaced; receiving, at the receiver, user configuration metadata comprising an indication of a maximum number of user replacements of advertisements per day; analyzing at the processor said advertisement metadata and said user configuration metadata; determining based on said analyzing if the user is allowed to replace displaying of said at least one advertisement by displaying of said at least one alternative advertisement; and replacing, if the user is allowed based on said determining, displaying of said at least one advertisement by displaying said at least one alternative advertisement in accordance with a selection of the user.