Improved techniques for customizing information provided from a content
server through a network to a user of a computer system in accordance
with demographic classifications, user interests, or preferences are
disclosed. Such customizing can involve banner advertising on the
Internet whereby the advertising banners are able to be targeted to the
user. The customizing can also involve altering portions of a web page to
be displayed to the user so that the web page is more effective, useful
or desirable for the user. Besides customization of the information to be
displayed to the user, the invention also provides techniques for
obtaining demographic information about the user of the computer system,
and techniques for transmitting the demographic information over the
network so that remote content servers that provide information content
to the user can do so with knowledge of the demographic information about
the user.