to the user 39 s correct ip address to facilitate further communications with the user 39 s computer from the dcs server 111 this technique can be employed to mask other user attributes in addition to the user 39 s ip address the dcs server 111 then generates a request for a creative 113 message which includes the generated user profile and the current content page and transmits the request for a creative 113 to the creative selection server 115 the dcs server 111 may transmit the request for a creative 113 to the creative selection server 115 via the network a direct connection may also be used the dcs server 111 may also be programed to only send a sample of the user requests such as every one in three requests to the creative selection server 115 and to cache and reuse a selected creative thereby reducing network congestion and improving system performance by using the dcs server 111 to generate the request for a creative 113 system performance can be maximized by eliminating certain processes and transmissions for example certain features may be enabled or disabled such as the use of a keyword search feature i e u201c boating u201d is often used to select creatives of interests to boat enthusiasts or the transmission of the type of internet web browser the user is.