A system and method that delivers advertisements for inclusion in electronicdocuments, such as web content (e.g., web pages, email, etc.), in a manner thatenables transition from a first display format (e.g., a textual format) (105)into a second display format (e.g., an interactive graphical menu-driven format,a larger text ad formation, a movie format, an audio format, etc.) on demand ina rapid fashion. The morphed format may include controls that allow navigationto other pages including some informational pages and some merchant pages forpurchasing goods and/or services. When the user activates optional controls(105), such as menu selection(s), the contents page may change, yet continueto include the same menu-driven graphics-based advertisement so that the advertisement"follows the user."
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