Abstract: Technologies for adaptively embedding advertising content into media content include a media content server for identifying a candidate content object within the media content to be replaced with an advertisement; replacing the identified candidate content object with an advertising placeholder; and associating a placeholder identifier with the advertising placeholder. Such technologies may also include detecting the placeholder identifier associated with the advertising placeholder within the media content; selecting an advertisement of a plurality of advertisements to embed within the advertising placeholder based on the placeholder identifier; embedding the selected advertisement within the media content by replacing the advertising placeholder with the selected advertisement; and transmitting the media content with the embedded advertisement to a media consumption device.