Abstract: Aspects of the subject disclosure may include, for example, presenting, by a processing system including a processor, a first portion of a creative, transmitting, by the processing system, an indication of a user response to the first portion of the creative, transmitting, by the processing system, an identification of the processing system, receiving, by the processing system and based on the transmitting of the indication of the user response and the transmitting of the identification of the processing system, a second portion of the creative, and presenting, by the processing system, the second portion of the creative. Other embodiments are disclosed.

Abstract: Providing and using a branching narrative content service can include receiving from a user device a request for branching narrative content including a first segment. A live manifest can be generated with time metadata, a first content segment identifier that identifies a first content segment of the first segment, and a second content segment identifier that identifies a second content segment of the first segment. The live manifest can be provided to the user device, the user device obtaining the first content segment and the second content segment using the content segment identifiers. The user device obtains a selection of a branch while the first segment is being played and an updated live manifest is generated with updated time metadata and a third content segment identifier. The user device obtains the third content segment using the third content segment identifier and plays the second segment at the user device.