This invention provides methods and apparatus for executing applications in a distributed manner employing one or more proxy servers and one origin server. The invention allows the applications to be executed primarily at the proxy servers rather than at the origin servers, thereby gaining in scalability and improved user response time. A redirection mechanism is used to direct requests to one of the proxy servers. The proxy server uses caching techniques to bring information records needed for application execution to the proxy servers. The code required for application execution is also obtained from the origin server. The invention discusses applying this technique to three Web-based applications, namely Web-based auctions, generating personalized content for Web-users, and creating advertisements for users accessing a Web page.