An on-line system and method assembles, stores, and administers all of a
company's merchandising content in a single location, and optimizes the
effectiveness of the content by determining the content and format most
likely to be of interest to the consumer. Generally, a merchant sets up
at least one campaign in the system, by generating various objects and/or
resources comprising merchandising content. The merchant and/or its
advertiser then establishes a set of rules which are applied to determine
the objects and resources of the campaign to be distributed to a
consumer, based on various circumstances and scenarios. When the consumer
interacts with the system, the system determines dynamically the
merchandising content to be sent to the consumer by processing data
corresponding to the consumer, the consumer's computer system and
environmental and geographical data.