Abstract: Ad servers, live streaming systems and user devices that provide complementary advertisements to the viewers of live stream broadcasts are provided. The complementary advertisements relate to or complement an in-game advertisement present in the live streams. This allows for advertisements and advertising campaigns that are better targeted, more effective, and more easily monitored. Advertisements that are served may be better targeted, more effective and interactive. Techniques presented herein may reduce the computer resources required for advertising and increase public safety, for example, by avoiding children and minors being served advertisements for age restricted products.