1. A computer readable medium storing a web page wherein the web page comprises a plurality of computer readable instructions, the instructions representing page content and an embedded advertising tag, wherein the advertising tag when executed by a web browser, causes the browser to: download from a server, at least one media file forming a predefined advertisement, while the browser is displaying a content web page to a user; and during an interstitial interval occurring in response to a user-initiated event for transitioning between successive web pages, suspending the download and displaying said one media file so as to render the advertisement through the browser to the user.