A wagering game machine network including wagering game machines and other devices includes an ad server operable to receive and store ads having ad components. The ads may be sent to any device on the wagering game machine network. Ad components for ads and the ads themselves may be selected based on the capabilities of the device receiving the ad. Ads and ad components may be received from remote ad servers connected to the ad server via a network such as the Internet. Ads may be directed to devices at particular locations, such as a location where a particular wagering game player is located, or where a group of wagering game players having similar demographic characteristics or preferences is located. Ads may be selected based on statistics related to time, ad popularity, payment etc.