Method and system for providing network based target advertising and encapsulation

A system for providing targeted ads over a network, comprising:

• a user node;
• a content server in communication with the user node via a network;
• a right of first refusal ad server in communication with the user node and the content server via the network;
• and
• a default ad server in communication with the user node, the content server, and the right of first refusal ad server via a network, the default ad server being independent, separate, and distinct from the right of first refusal ad server;
• wherein the user node, the content server, the right of first refusal ad server, and the default ad server are operable in combination to:
• request content at the user node from the content server;
• send the content from the content server to the user node, the content including an ad request;
• send the ad request from the user node to the right of first refusal ad server;
• determine a demographic corresponding to the user node at the right of first refusal ad server;
• determine in response to the ad request whether an ad in inventory at the right of first refusal ad server is appropriate to the determined demographic;
• and
• wherein when no ad in the inventory at the right of first refusal ad server is appropriate to the determined demographic:
• identify the content server at the right of first refusal ad server based on the ad request;
• determine a default ad server based on the identified content server, the default ad server being independent, separate, and distinct from the right of first refusal ad server;
• send a pass request from the right of first refusal ad server to the default ad server;
• forward the ad request from the content server to the default ad server in response to the pass request;
• and
• serve a default ad service ad from the default ad server to the user node in response to the forwarded ad request.

A non-transitory computer readable storage medium comprising computer executable instructions which, when executed by a processor, cause the processor to perform a method of targeting advertising over a network, comprising:

• requesting content at a user node from a content server;
• sending the content from the content server to the user node, the content including an ad request;
• sending the ad request from the user node to a right of first refusal ad server;
• determining a demographic corresponding to the user node;
• determining in response to the ad request whether an ad in inventory at the right of first refusal ad server is appropriate to the determined demographic;
• and
• when no ad in the inventory at the right of first refusal ad server is appropriate to the determined demographic:
• identifying the content server at the right of first refusal ad server based on the ad request;
• determining a default ad server based on the identified content server, the default ad server being independent, separate, and distinct from the right of first refusal ad server;
• sending a pass request from the right of first refusal ad server to the default ad server;
• forwarding the ad request from the content server to the default ad server in response to the pass request;
• and
• serving a default ad service ad from the default ad server to the user node in response to the forwarded ad request.