Abstract: A method of client mediated advertisement selection comprises sending, by an electronic device, a request for an advertisement to an advertisement gateway, where the request comprises a request for an advertisement in a first format, receiving, from the advertisement gateway, a response message that comprises an indication that no advertisement is available in the first format, receiving, from the advertisement gateway, instructions for invoking a first media adapter of a plurality of media adapters on the electronic device based on the request for the advertisement in the first format, invoking, by the electronic device, the first media adapter based on the instructions, requesting, by the first media adapter, the advertisement in the first format from an advertisement provider, and receiving, at the electronic device, the advertisement in the first format.