Targeted advertisements are provided to an advertisement consumer based on a user profile, a page profile, or a combination thereof. In embodiment where a user of a search engine is an advertisement consumer, the user utilizes a search engine to obtain search results relevant to a search query. A user profile of the user's interests is used to select advertisements for inclusion with search results. The user profile is evaluated by an advertisement server which determines which advertiser(s) offers a highest price for the user profile. Advertisements from these advertisers are then selected. In another embodiment, where the user is accessing a page on a third party website, the page may include a request for advertisements. A page profile is evaluated by an advertisement server that determines which advertiser(s) offers a highest price for the page profile. Advertisements from these advertisers are then selected, and provided to the user, where they are included in the retrieved page.