A relay apparatus configured to communicate with a server which transmits contents corresponding to identification information received by the server, and a terminal which acquires the contents corresponding to the identification information, the relay apparatus comprises: a communication unit configured to communicate with the server and the terminal; and a processor configured to: receive first identification information from the server through the communication unit; determine whether first contents corresponding to the received first identification information complies with a first format or a second format; transmit the first identification information to the terminal through the communication unit if the processor determines that the first contents complies with the first format; and transmits, to the terminal through the communication unit, second identification information corresponding to second contents which is acquired by converting the first contents if the processor determines that the first contents complies with the second format.