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A Web-based advertising technology platform for enabling brand advertisers and ad agencies to buy available inventory of Web sites (publishers); to provide an aggregated display of publishers' inventory based on pricing, impression volume, and inventory-based parameters; to provide a comprehensive view of available inventory and allow brand advertisers to search for, analyze, and make informed buys of various types of inventory based on their media budget and targeting requirements; to enable publishers to set and control granular pricing, floor/reserve pricing, and exclusivity options related to inventory visibility; to enable Internet advertisers to buy advertising directly from Web sites; to enable Internet advertisers to analyze the type of inventory, geographies, pricing, budget (spend), and make a media plan