1. A method of operating a matching apparatus configured to deliver targeted advertisements, comprising: providing an application developer with a platform that permits the application developer with developer-specific data fields; receiving a set of match criteria pertaining to a user of a client device; weighting the set of match criteria based on a plurality of advertisement-specific weighting matrices to produce a ranking for a plurality of advertisements, wherein the plurality of advertisement-specific weighting matrices each define a different set of weights for weighting the set of match criteria for different advertisements, and wherein a master list of match criteria from which the plurality of advertisement-specific weighting matrices is populated with weights is defined by the application developer via the developer-specific data fields; selecting at least one of the plurality of advertisements corresponding to at least one of the plurality of advertisement-specific weighting matrices based on the ranking; delaying delivery of the at least one selected advertisement until the matching apparatus detects that the client device is operating during an off-peak time period in terms of network load, and then delivering the at least one selected advertisement to the client device upon detection of the off-peak time period with an expectation that the client device will store the at least one selected advertisement for presentation to the user at a later point in time; obtaining feedback indicative of a degree to which the user shows interest in and/or interacts with the at least one selected advertisement after the delivery; and adjusting the set of weights for the at least one of the plurality of advertisement-specific weighting matrices corresponding to the at least one selected advertisement based on the feedback, wherein the set of match criteria includes one or more of a current location of the client device and/or a set of user preferences that characterizes attributes associated with the user of the client device, wherein the at least one selected advertisement identifies a business based on a location of the business being proximate to the client device and the set of user preferences indicating that the user of the client device is interested in a product or service offered by the business, wherein the set of user preferences includes one or more of a gender of the user, an age of the user, an economic profile of the user, a set of food preferences of the user and/or a set of entertainment preferences of the user, and wherein the delivering delivers the at least one selected advertisement upon detection of the off-peak time period with an expectation that the client device will store the at least one selected advertisement for presentation to the user at a later point in time.