1. A method for targeting advertising over a network, comprising: receiving an ad request from a user node at a right of first refusal ad service, wherein the ad request is initiated based on content received at the user node from a content provider; identifying the content provider at the right of first refusal ad service based on the ad request; determining at least one demographic corresponding to the user node; determining whether an ad corresponds to the determined demographic; determining a default ad service based on the content provider, wherein the default ad service is independent, separate, and distinct from the right of first refusal ad service; initiating a pass request at the right of first refusal ad service based on the ad and default ad service determinations; passing the ad request to the default ad service based on the pass request; and processing retrieved content, wherein the retrieved content comprises at least a portion of content from the content provider.