A method for replacing advertising content may include intercepting, at an edge of a network providing communication between an end user device and one or more servers capable of responding to requests from the end user device, a request from the end user device and transmitted via the network, determining whether a response to the request will include advertizing content based on a destination of the request, intercepting the response based on the determination, modifying the response to extract the advertizing content to replace the advertizing content with replacement content in a modified response, and enabling the modified response to be provided to the end user device. The replacement content may be selected based on a comparison of technical properties of the advertizing content with technical properties of the replacement content, and a correlation of affinity criteria associated with the replacement content to a user associated with the end user device.