The present invention provides techniques for selectively distributing messages to viewers. Specific embodiments provide systems, methods, apparatus and computer program products for distributing messages to viewers based upon information about potential viewers. In specific embodiments, targeted messages are made available to the client machines in response to client message requests by a server that takes the machine and/or user ID provided as part of the client request and queries the database to see if there are any messages pending for that user or that match that user's profile. Specific embodiments can provide a plurality of messages coupled together to form a campaign. The client can receive the campaign using available bandwidth unused by foreground applications, such as web browsers and the like.