SYSTEM AND METHOD FOR DELIVERING PAYLOADS SUCH AS ADS

A data structure defines a target profile for each ad which target profile specifies characteristics of a request to which the ad may be provided in response. An ad server delivers one or more of the plurality of payloads in response to a request from a target. A payload priority is assigned for each of the payloads as a function of a delivery goal of the payload and as a function of the number of times the payload has been delivered to a target. A particular payload is selected for delivery to the particular target as a function of the particular characteristics and as a function of the payload priorities.