The invention relates to an advertising method, comprising the steps that: an advertisement application request of a
web page is received, the advertisement application request carries the advertisement
adaptation parameters; the corresponding advertisement basic information is selected according to the advertisement
adaptation parameters; a rewritten version matched with the advertisement basic information is searched; when the rewritten version matched with the advertisement basic information exists, the rewritten version is sent to the
web page. The invention further relates to an advertising
server, comprising an information interface module, wherein, the advertising
server further comprises: an advertisement content
library, a
rewriting module and an inquiry module; the
rewriting module is connected with the advertisement content
library, thus
rewriting a default version of the advertisement according to the rewriting rules and saving the rewritten version into the advertisement content
library; and the inquiry module is connected with the information interface module and the advertisement content library. The advertising method provides the rewritten version to the content advertisement, when the text of the rewritten version is simple and the meaning is clear, the attraction of the advertisement can be correspondingly increased, thus achieving better advertising effect.