Abstract: Systems and methods are disclosed for implementing a continuous ad proxy. In certain embodiments, a method may comprise performing an ad proxy service at an ad proxy server, including receiving a content playing indicator from a client device indicating that the client device is playing content, and in response to the content playing indicator, negotiating a plurality of advertisements with an ad server by obtaining ad metadata to fill an ad queue of the ad proxy service. The method may further comprise receiving an ad break indicator from the client device, providing the client with first ad metadata corresponding to a subset of the plurality of advertisements selected from the ad queue to fill the ad break, and automatically refilling the ad queue as advertisements are consumed.