Systems and methods can include offering a user an incentive for viewing advertising content, delivering the advertising content to the user, monitoring the delivery of the advertising content to the user and awarding the user the offered incentive upon successful completion of delivery of the advertising content to the user. Systems and methods can further include maintaining a database of incentives awarded to the user for subsequent redemption by the user. Systems and methods can further include offering the user an opportunity to identify advertising content preferences, storing those advertising content preferences in a database and using the advertising content preferences to filter the advertising content identified to the user when the user is offered an incentive for viewing advertising content.