Abstract: An implementation of the disclosure provides a method. The method comprises receiving, by a processing device, a request for a video advertisement associated with a client device coupled to a network. The request comprises playback attributes of the client device. A video ad-serving template (VAST) data structure is generated for the video advertisement based on the request. An ad content item is identified based on the VAST data structure. The ad content item comprises information characterizing the video advertisement that includes a rich media, mezzanine and interactive components. The ad content item is transcoded into a plurality of transport streaming items comprising a representation of the video advertisement in context with the playback attributes associated with the request and the VAST data structure.