Abstract: A method for streaming media from a computer-implemented media streaming system, the method comprising: receiving a primary media stream; receiving a plurality of items of interstitial content, each item being associated with content information specifying the content of the respective item; combining the items of interstitial content with the primary media stream to form a playout media stream; streaming the playout media stream to an identifiable media consumer over a publicly accessible communications network; and storing data associating (i) the content information of the interstitial content in the media stream streamed to the consumer with (ii) other media consumed by or activities of the same computer or person.