The embodiments provide methods of selecting relevant advertisement to target users by utilizing the knowledge of friends or acquaintance of the target users. The target users and friends or acquaintances of the target users belong to the same on-line communities, groups, or circles. In an exemplary embodiment, a method for providing advertising content for display in a personal media space of an Internet networking tool of a user is provided. The method includes defining the personal media space in a display region of a graphical user interface window. The personal media space being controlled by the user in terms of content. The method also includes selecting an advertisement content unit to be added to the personal media space for display by the user. The method further includes establishing a communication session between the user and another user. The communication session includes an interaction space for enabling communication between the user and the other user. The interaction space is displayed in the graphical user interface window along with the personal media space and the advertising content unit selected by the user to be displayed in the personal media space.