Abstract: The disclosure details the implementation of an apparatus, method, and system for brokering SmartAds. The disclosure teaches a efficient ad brokering as between advertisers, broadcast service providers, and media consumers by employing a SmartAds Client (SAC) and a SmartAds Server (SAS). The SAC may provide viewers with programming and integrate ads in an intelligent manner based on criteria supplied to it. The SAC is used to display SmartAds to television viewers. The ad brokering SAS is complementary to the SAC media consumer and provides services, ads, and ad related information to the SAC. By employing intelligence from a SAC and SAS, ads may be dynamically provided, changed, and/or augmented with programming. The SAS collects and matches media consumer profiles and advertiser bids against one another and an ad database to provide better targeted ads to media consumers. The manner and way in which this is achieved, results in the expiration of stale ads.