A method and apparatus is provided to accomplish creation and serving of data objects among various communication protocols. The method and apparatus can be used in such applications as an on-line classified advertising system on the Internet involving the World Wide Web and electronic mail. In the apparatus, a request decoder receives an incoming request, decodes the request using configurations from a configuration database in order to identify which protocol was used to transmit the request, and generates from the request a corresponding abstract data object. A data processor merges data from a main database with the abstract data object. An object formatter formats the abstract data object including the merged data. An object deliverer formats the object for outgoing transmission according to a protocol of an intended recipient. The functions of object deliverer may be performed by the object formatter.