Embodiments of the present invention provide an AD processing method and apparatus. The method includes: acquiring, by a terminal, system information and/or current access network information of the terminal; sending, by the terminal to a plugin server, an AD plugin request message that includes the system information and/or the current access network information of the terminal, so that the plugin server acquires, according to the system information and/or the current access network information, AD plugin information that matches the terminal; and receiving, by the terminal, the AD plugin information that is sent by the plugin server and matches the terminal, and choosing to download an AD plugin according to the AD plugin information. In the embodiments, it is implemented that the plugin server may pick out an AD plugin that matches a terminal. In this case, the terminal may download an AD plugin according to an actual situation, and a redundant AD plugin may not be downloaded to avoid a waste of traffic and time. That is, it is implemented that traffic and time are saved for a user, and expenses may further be reduced for the user.