A server apparatus 10 for applying a point by which a service can be received in response to an amount of said point to be used in a Web site, comprises files 23/24 for storing a banner advertisement, and a point producing unit 14 for determining a point number which is displayed on the banner advertisement. This server apparatus 10 is further arranged by a Web control unit 11 for displaying the banner advertisement attached with the point number on a Web page, and also a user data managing unit 12 for managing a point number gained by a user. The server apparatus 10 determines a point number to be displayed on a banner advertisement with reference to personal information of a user, or a point number gained by the user.