By using a server separate from an image it is possible to display real-time auxiliary data, such as advertisements and other pertinent data, to viewers of that image by flipping the image and presenting the auxiliary data on the reverse side of the flipped image. In this manner, additional information is presented to a viewer without increasing the footprint of the image. In some embodiments, the identity of the viewer dictates the data that is provided. In other embodiments, the base images that are being viewed are uploaded by a viewer and are not provided by the sponsor of the server. The data could, for example, be data supplied by the image owner, by the site sponsor or by a third party.