A distributed content architecture is provided the de-coupled site management and presentation from asset inventory management and publishing. An active content cell is provided which manages the inventory and publishing aspects of the information. A content management server is provided that resides at any site and that effects content commerce. The active content cell resides at a content publisher's site and is under content publisher's control. Thus, the invention enables a virtual content market in which content is controlled by the content publisher while commercial transactions are separately controlled by a content management server. Active content cells are site independent such that multiple active content cells can co-exist in one location or be geographically dispersed. Further, active content cells have a unique IP address and register the location just as any other site although their behavior is different. The invention further provides a transaction protocol as effected between the active content cells and contents managers.