Patent ID: 7203656

Claim:
A computer-implemented method enabling a first user to determine the viewing preferences of a second user comprising: providing access to electronically-stored content over the Internet via a central computer system having at least one processor and memory; a first user specifying the viewing preferences of a second user for third party content, wherein the first user and second user are not the third party, comprising: the first user specifying the second user's content preferences through the selection of at least one content category from a collection of content categories of desirable content to be displayed to the at least one second user; the first user specifying the second user's advertisement preferences through the selection of at least one advertising category from a collection of advertising categories wherein the selection specifies undesirable advertisement for goods or services that should be precluded from display to the at least one second user; the first user specifying the second user's goods or services preferences through the selection of at least one good or service from a collection of goods or services categories wherein the selection specifies undesirable goods or services that should be precluded from purchase by the at least one second user; presenting a content selection to said second user comprising at least one instance of desirable content; the second user selecting an instance of desirable content; selecting at least one advertisement which is not in the category of undesirable advertisement for goods or services; and providing the selected advertisement for display to the second user in conjunction with the selected instance of the desirable content, thereby precluding display of advertisement for the undesirable categories of goods or services.