A system for flexibly targeting information sent over a broadcast communications medium includes a sender of information signals each carrying information and a targeter for use by a user having a receiver with a targeter. There are a number of the receivers constructed and arranged to receive signals from the sender through a broadcast communications medium. The targeter includes a number of selectors associated with an action ID and a number of key value pairs, constructed and arranged to indicate action to be taken by a user of a selected receiver in the condition that the selector evaluates to true given the values stored in the targeters.