A computer system for automatic replacement of direct advertisements in scarce
media includes an advertising server for selecting a direct advertisement based
on certain criteria. Transaction results of the direct advertisement placement
are reported back to the advertising server, and an associated accounting system.
In one embodiment, the direct advertiser's server reports transactions back to
the advertising server by email. In a second embodiment, a direct proxy server
brokers the user's session (or interaction) with the direct advertiser's server,
including transaction processing and the direct proxy server reports the results
of transactions back to the advertising server and its associated accounting system.
A direct proxy provides an independent audit of transactions at a remote direct
advertiser's web site. The feedback of the results of direct advertisement transactions
provides an efficient utilization of direct advertising space by way of an automated
computer system with a predictive model for selection and distribution of direct advertising.