The invention relates to a solution for adding a data item, e.g. advertisement information, to a message. The solution comprises a server (102) and a database (101). The database includes a pre-defined set of data items and a pre-defined set of profile items. The server selects one profile item on the basis of transmission control data, e.g. a destination address, associated with the message. The server selects a data item on the basis of the selected profile item and adds the selected data item on the basis data item to the message. Profiling of e.g. recipients associated with different instances of transmission control data has been done in advance and the results are stored in the database in the form of the profile items. Therefore, the amount of work related to selection of an appropriate data item for a certain message is reduced. In a preferred embodiment data items are selected at least partly on the basis of remaining portions of validity periods of the data items associated with the selected profile item, a shorter remaining portion of validity period being a factor in favor of getting selected compared with a longer remaining portion of validity period.