Online advertisements are delivered to one or more users. An authorization to access one or more data streams for a given user is received. The authorization is explicitly granted by the user. The data streams are stored within a user data repository. Upon the user conducting an online action that initiates a dynamic advertisement (DA) request, the authorized data streams for the user are used to generate a customized DA that is optimally relevant to the user. The customized DA is then delivered to the user. The customized DA is also monetized.