Abstract: In some embodiments, a method receives a request for playback of primary content. The request is associated with a distribution context. Decorations are determined for a set of insertion points. The method selects inclusion rules for the distribution context. The inclusion rules include a template describing references for supplemental content or default supplemental content for types in the set of types. Types are evaluated for the set of insertion points using the template to determine an experience timeline in which insertion points are associated with references for supplemental content or default supplemental content for types. The method determines playback materials for the set of insertion points in the primary content based on the references for supplemental content or default supplemental content for types in the set of types for the experience timeline. A set of instances of supplemental content is inserted in the insertion points.