1. A method for optimizing selection of advertisements for transmission to a customer, comprising: creating at least one customer profile for a possible recipient of advertisement data, said customer profile reflecting the recipient's interests in predetermined characteristics of the advertisement data; creating an ad-attribute profile for each of said advertisements, said ad-attribute profile comprising a measure of uncertainty regarding said recipient's interest in each of said advertisements, wherein said measure of uncertainty is inversely related to a number of times said advertisement has been served; computing an uncertainty-adjusted probability that said recipient will select each of said advertisements; computing a value associated with said recipient choosing each of said advertisements; and selecting the advertisement corresponding to a highest uncertainty-adjusted probability and a highest value.