There is provided an information providing apparatus including a reception unit, a provision determining unit, and a request reply unit. The reception unit receives provision availability information indicating whether provision of user information for an advertisement delivery apparatus is permitted from a user terminal accessing any one of a plurality of site providing apparatuses or the like. The provision determining unit determines whether the provision availability information corresponding to the user terminal represents a provision permission in a case where an acquisition request for the user information relating to the user terminal is received from the advertisement delivery apparatus. The request reply unit replies to the advertisement delivery apparatus with the user information of the user terminal in a case where the provision permission is determined to be represented by the provision determining unit.