A terminal sends a first advertisement request to an advertisement server, where the first advertisement request includes a device identifier of the terminal and an advertisement slot identifier of a first client on the terminal. The advertisement server determines a target advertisement and first permission information according to the first advertisement, request, and returns the target advertisement and the first permission information to the terminal. The first permission information is permission information that is determined by the advertisement server based on the device identifier and that is used to instruct the first client to display the target advertisement. The terminal controls, based on the received first permission information, the target advertisement to be displayed on the first client.