A "URLIT" identifier is assigned to a URL and embedded in an HTML document located at the URL. The URLIT and other data are described using a Universal Advertisement Markup Language such that high-precision searching of the World Wide Web is possible. URLIT-enabled transactions are conducted through a Universal Toolbar Utility. A search method allows user-definition of search algorithms and includes a ranking method that assigns relevancy scores to documents by polling users. Transaction reliability is enhanced by user participation in a Universal Terms of Use system and a Universal Arbitration system.