Patent ID: 8738439

Claim:
A method of selecting advertisements to be presented to a user of a local device comprising: a server receiving from an advertiser over a network a plurality of advertiser activity objects and a corresponding plurality of advertiser advertisement identifiers, each advertiser activity object corresponding to one of a plurality of advertiser related online activities; the server storing the advertiser activity objects and the corresponding advertiser advertisement identifiers as an advertiser match list; the server receiving over the network a user online activity identifier corresponding to a user performed online activity; the server determining that the user online activity identifier matches one of the advertiser activity objects in the advertiser match list; the server determining that the user online activity identifier includes specification of a web site of the advertiser; the server sending over the network the corresponding advertiser advertisement identifier to the local device when the user online activity identifier matches one of the advertiser activity objects in the advertiser match list, the sending causing an advertisement associated with the corresponding advertiser advertisement identifier to be displayed on the local device of the user, the server precluding a competitor advertisement identifier for a competitor from being sent to the user when the user online activity identifier includes specification of the web site of the advertiser, the precluding including preventing a competitor advertisement from being displayed on the local device of the user when the user online activity identifier includes specification of the web site of the advertiser.