Abstract: A method, apparatus and system for the dynamic allocation of advertising content includes tracking user interaction with media content and scheduling a presentation of advertising content based on the tracked user interaction. In one instance, tracking user interaction with media content includes at least one of determining a frequency with which a user switches between avail able programming channels and determining a user preference for an advertising content format or advertised products. In a case in which a frequency with which a user switches between available programming channels is tracked, advertising content is scheduled to be presented at a time during which a user is most likely to be viewing a particular channel and as such, to view the advertising content.