1. A system for delivering ads to a user viewing content operating a station connected to a distributed computer network, comprising: an ad server which maintains the ads for the user at the station across the distributed computer network, the user station allowing the user to retrieve information containing content; a data store containing a set of relevancy rules associated with each ad, the rules being operable to indicate a level of relevancy of the ad to the content of the information retrieved; and a match maker configured to, in response to the submission of a URL by the user at the operating station, access the content retrieved by the user, extract the content according to extracting rules, parse the content of the information into objects, target an ad from the server to the content by applying the relevancy rules in the data store to the objects, free of information about the user, and directly send the targeted ad to the station for display with the content; wherein the extracting rules enable a classification of the content according to a channel, and wherein a channel is one of an object, a group of objects, a classification of objects or a structural relationship among objects; wherein the channel into which the content is classified is related to past consumption by users as a consequence of ads that were received and responded to by them.