Method and apparatus for performing a marketing campaign on behalf of an advertiser

An advertising apparatus in communication with a data network for performing a marketing campaign on behalf of an advertiser having an associated computer in communication with the data network, using a plurality of electronic publishers in communication with the data network, the advertising apparatus comprising: a user interface engine configured to interact with the advertiser computer over the data network for generating: (i) a budget amount, (ii) marketing campaign parameters associated with and defining the marketing campaign, and (iii) information describing the marketing campaign; a campaign allocation engine configured to allocate the budget amount among the electronic publishers based on the generated marketing campaign parameters and publisher parameters associated with the electronic publishers; an advertisement engine configured to generate advertisement information based on the generated information describing the marketing campaign and the publisher parameters; and a publisher interface engine configured to provide the advertisement information to at least one of the electronic publishers in a format appropriate for the at least one electronic publisher.