| 摘要 |
A method and system are described for providing digital advertisements using a generic protocol. Advertisements are rendered to a user device via any one of a plurality of media channels of different type, which are provided by a plurality of media channel entities (10,11,12). The media channels comprise advertisement space having a predetermined format for providing the advertisements. A media channel entity, which provides one of the plurality of media channels, sends a request for an advertisement to any one of a plurality of advertising servers (20a,20b,20c). The advertisement server selects an advertisement and sends a reply to the media channel entity with a reference to the selected advertisement A common generic protocol is used by the plurality of media channel entities (10,11,12) for sending the request to any one of the plurality of advertisement servers (20a,20b,20c).
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