Local Web advertisement through dynamic active proxy

Due to global access of the Web, Internet advertisements are often constrained to generic ones-those without local relevancy from a Web surfer´s viewpoint. This seriously limits the potential and market size of Internet advertising. To make up for this, we propose an active proxy centric framework as an effective means to support local Web advertising. The basic idea is to insert a local advertisement dynamically into a Web page when it is retrieved through an active proxy server that is collaborating with the content server. Since a proxy server has a much better understanding of Web surfers than Web content servers, an advertisement uploaded by the proxy will be much more relevant and interesting. This model is very important to Internet advertising. It provides a win-win situation to the three parties involved in Web surfing: (i) a content provider increases his revenue without any extra effort to find and maintain a "remote" advertisement in Web site content, (ii) a proxy service provider (likely to be the Internet service access provider, IASP) has a new source of revenue by selling advertisement on Web pages that pass through them, and (iii) Web surfers are able to receive relevant, local advertisements.