The invention discloses an on-line advertisement delivering method and system as well as an advertisement control equipment. The method comprises the following steps that: the advertisement control equipment receives a webpage request from a client side; the advertisement control equipment determines a target webpage address and an advertisement webpage address according to a webpage address which is expected to access in the webpage request; and the advertisement control equipment controls the advertisement delivering on the basis of the target webpage address and the advertisement webpage address. In the method, an on-line advertisement delivering technology free from an embedded advertisement scheduling code is adopted to deliver advertisements, so that webpage information and the advertisement information are dynamically combined in the process of responding to a user request, one group of advertisement servers can provide transparent advertisement delivering for a plurality of sites so as to effectively save the website development and deployment cost, and no influence is generated on the webpage content by adding, deleting or revising the advertisement information.