Abstract: Techniques for generating an interactive and dynamically updated content stream are described herein. Data assets that correspond to video segments provided by a plurality of content providers may be maintained. A video segment may correspond to a first portion of a full video segment for a piece of content from the plurality of content providers. A content stream may be generated that includes video segments provided by the plurality of content providers based at least in part on the data assets. The content stream may be presented via an application. Second input may be received via the application during presentation of the content stream that corresponds to a navigation command for displaying different content. The content stream may be updated to at least one of removing certain video segments or adding new video segments to the content stream based at least in part on the second input.

Abstract: Devices and methods are provided for using an interactive wrapper for media content. A method may include identifying, by a first device, a software container including a call to action. The method may include identifying non-interactive advertising content. The method may include generating an interactive advertisement by adding the advertising content to the software container, and sending the interactive advertisement to a second device for presentation. The method may include receiving an indication of a user interaction with the interactive advertisement, and determining, based on the user interaction, an action. The method may include sending data associated with the action to the second device or a third device for presentation.