1. A computer implemented method for delivering content in an HTTP client-server computer system over a computer network, the method comprising: receiving profile data regarding each of a plurality of client computers, the profile data including an established profile data for a given client computer from the plurality of client computers; receiving a request to serve an advertisement to a given client computer; recognizing the given client computer as the target of the request; determining a particular advertisement is to be served to the given client computer based upon recognizing the given client computer and a selection from a set of advertisements that is optimized for the given client computer, the optimized set of advertisements being based upon the established profile data for the given client computer; delivering the particular advertisement to the given client computer by way of display on a device connected to the computer network; and allocating revenue corresponding to delivery of the particular advertisement based upon participation as a data provider in the collection of information used to generate the established profile data for the given client computer, wherein the allocation of revenue is based on relative profile data values.