Serving targeted advertisements to a user within a virtual environment. The virtual environment is displayed to the user on a client and enables selection of components for use within the virtual environment. Component selections, associated with one or more attributes are obtained from a user, and a custom product, which is interactively navigable and has a set of interactivity characteristics, is constructed by combining the component selections. A condition within the virtual environment triggers a set of events, and an advertisement, concerning a product component, is served to the user in response and in accordance with a comparison of ad-serve parameters and information associated with the component selections. The custom product can be selectively modified in response to any user interaction with the served advertisement, and its interactivity characteristics accordingly modified. Performance ratings and comparisons thereof can be computed based on the customized product or alternatively customized product.