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Abstract

A process of selecting personalized non-competitive electronic advertising from a plurality of competitive and non-competitive advertisements for electronic display including the steps of generating a selection model, generating a user model, selecting personalized non-competitive electronic advertising from the plurality of advertisements using the selection model and user model to identify relevant advertisements and using a rule set for identifying non-competitive advertisements and providing in an electronic format identified relevant and non-competitive advertisements. An arrangement for the same includes memory for storing a selection model and a user and a controller that selects personalized non-competitive electronic advertising from the plurality of advertisements using the selection model and user model to identify relevant advertisements and using a rule set for identifying non-competitive advertisements. The process and arrangement provide the advertisements in an electronic format affiliated with an originating retailer, where such originating retailer is not among the one or more retailers.

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