Method and system for electronic advertising

A distributed computer system comprising:

• at least one memory device;
• an interface configured to display a list of advertisements to a user;
• and
• at least one processor coupled to the at least one memory device and the interface, wherein the at least one processor is configured to determine a context of the user operating a client computer to interact with an e-commerce site, translate the context into one or more context targets, and identify a hurdle rate of the e-commerce site, the hurdle rate being determined by a publisher of the e-commerce website based on the one or more context targets, and the hurdle rate identifying a threshold amount to be bid by one or more advertisers in order to display one or more advertisements to the user via the interface;
• one or more controls, each of which is associated with an advertisement of the list, the controls being responsive to the user selecting one or more advertisements of the list;
• and
• an element, responsive to an input of the user, that is adapted to display each of the advertisements selected by the user from the list.

A computer readable medium having stored thereon sequences of instructions including instructions that will cause a processor to perform a method of delivering advertising comprising acts of:

• determining an intent of a user interacting with an e-commerce website;
• identifying a hurdle rate of the e-commerce website, the hurdle rate determined by a publisher of the e-commerce website based at least on the intent of the user, and the hurdle rate identifying a threshold amount to be bid by an advertiser in order to display an advertisement to the user interacting with the e-commerce website;
• selecting, from a plurality of advertisements, one or more optimal advertisements having a combined advertiser bid that exceeds the determined hurdle rate;
• providing one or more controls in a user interface of a client computer system, each of the one or more controls being associated with a respective advertisement of the one or more optimal advertisements and adapted to enable the user to select one or more of the one or more controls;
• and
• providing an element, responsive to an input of the user, that is adapted to display, to the user, the one or more respective advertisements selected by the user.