Methods and systems are described for providing advertising services to devices with a customized adaptive user experience. In one embodiment, a system includes a storage medium to store one or more software programs and a format and targeting builder unit to create and edit customizable ad formats and create target user segments. The system includes processing logic that is configured to execute instructions of at least one software program of the format and targeting builder module to provide the options of custom scripting for creating and editing ad formats and targeting user segments with different categories.