A telecommunication system implements a method for providing a targeted on-line advertisement to a user accessing a content provider node of the system. An ad is requested from a user node. A content provider is identified at a right of first refusal ad service based on the ad request. At least one demographic corresponding to the user node is determined. Whether an ad corresponds to the determined demographic is determined. A default ad service is determined based on the content provider. The ad request is passed to a default ad service. Retrieved content is processed.