| 摘要 |
Custom personalized advertisements contain variables which identify types of personal information. When an advertisement loads on a user's display, the content provider identifies the user and provides the personal information identified by the variables for this particular user. The variables in the advertisement are then replaced with the personal information before the advertisement is displayed. The substitution of information for variables can occur at the content provider's servers or the information can be transmitted to a remote advertisement server where it is inserted into the advertisement before sending the custom personalized advertisement to the user's browser. If the information is sent to the advertising server it can be cached so that in the future only the user ID needs to be sent to the server to create a personalized advertisement for this particular user. In the case of caching, the information can be kept up to date by including a last modified date and time in the database of user information.
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