It may occur that various addressable ads are used to help fill an entire addressable break which have little or no
monetary value for being played (often referred to as “
evergreen or “filler” ads). Such ads and other types of candidate ads for replacement are replaced in real time with programmatically delivered
Internet Protocol (IP) based ads (IP ads). Upon encountering an indication of an upcoming ad break including one or more
evergreen ads in an addressable ad playlist, an ad request may be automatically transmitted that puts those
evergreen ad spots up for bidding by various advertisers, and then such ads may be replaced by IP ads that in total have a duration equaling the duration of the evergreen ads being replaced and that are based on, among other things, a user's or household's receiving device location, a
current channel a particular receiving device at that location is tuned to, a particular program that is playing on that channel, a genre of the program, individual user and / or household
demographics including, but not limited to: age category, marital status, income range, gender, education level, occupation, and number of people in the household, etc. The selected IP ad(s) are then, in real time, seamlessly inserted or “stitched”, as described herein, into a
media content stream comprising or consisting of the
television programming (e.g., live linear
satellite (SAT)
stream) or other
media content stream.