Abstract: An advertising client device for inserting an advertisement into a live video programming stream is provided. One embodiment of the advertising client device comprises a match engine executed on a processor of the advertising client device. The match engine is configured to receive a programming stream from a media server upon tuning to the programming stream, to send an advertising decision request, after a predetermined delay time after tuning to the programming stream, to an advertising decision server for one or more advertising decisions for a predetermined programming time block, to receive an advertising decision response from the advertising decision server, to insert an advertisement into the programming stream based on a match between an in-band marker included in the programming stream and the advertising decision response, and to send the programming stream including the advertisement to a display for viewing.

Abstract: In accordance with one or more aspects of the platform or user sensitive advertising, appropriate ads to be served for playback via a platform are identified based at least in part on one or more platform rules for the platform. The timing of when the appropriate ads are to be served can also be based at least in part on the one or more platform rules for the platform. In accordance with other aspects of the platform or user sensitive advertising, a next ad of an ad campaign that is to be presented to a user is identified based at least in part on one or more ads in the ad campaign that have previously been played back via one or more platforms regardless of which of the one or more platforms were being used by the user while playing back the one or more ads.