A computer implemented method for inserting advertisement content into a program content stream, comprising: receiving, by a headend content server, the program content stream, the program content stream having an advertisement insertion cue; detecting, by the headend content server, the advertisement insertion cue in the program content stream, the advertisement insertion cue including presentation time stamp information in Universal Time Coordinated form indicating an insertion point in the program content stream for inserting an advertisement; modifying, by the headend content server, the advertisement insertion cue to indicate an expiration date and time for playout of a first advertisement content to be inserted into the program content stream by generating a configurable value indicating an amount of time until expiration for the first advertisement and modifying the advertisement insertion cue to include the configurable value, wherein adding the amount of time indicated by the configurable value to the presentation time stamp information results in the expiration date and time for playout of the first advertisement content; and inserting, by the headend content server, the first advertisement content into the program content stream, the method further comprising: receiving, by a receiving device, the program content stream including the inserted first advertisement; recording, by the receiving device, the program content stream including the inserted first advertisement; determining, by the receiving device, at a time of playout of the recorded program content stream including the inserted first advertisement, whether the expiration date and time for playout of the inserted first advertisement has passed by reading the modified advertisement insertion cue to determine the expiration date and time for playout, and comparing the expiration date and time for playout with the actual time of playout in order to determine whether the inserted first advertisement has expired; and inserting, at the receiving device, a second advertisement in the recorded program content stream to replace the first advertisement if the expiration date and time for playout of the inserted first advertisement has passed. receiving, by a headend content server, the program content stream, the program content stream having an advertisement insertion cue; detecting, by the headend content server, the advertisement insertion cue in the program content stream, the advertisement insertion cue including presentation time stamp information in Universal Time Coordinated form indicating an insertion point in the program content stream for inserting an advertisement; modifying, by the headend content server, the advertisement insertion cue to indicate an expiration date and time for playout of a first advertisement content to be inserted into the program content stream by generating a configurable value indicating an amount of time until expiration for the first advertisement and modifying the advertisement insertion cue to include the configurable value, wherein adding the amount of time indicated by the configurable value to the presentation time stamp information results in the expiration date and time for playout of the first advertisement content; and inserting, by the headend content server, the first advertisement content into the program content stream, the method further comprising: receiving, by a receiving device, the program content stream including the inserted first advertisement; recording, by the receiving device, the program content stream including the inserted first advertisement; determining, by the receiving device, at a time of playout of the recorded program content stream including the inserted first advertisement, whether the expiration date and time for playout of the inserted first advertisement has passed by reading the modified advertisement insertion cue to determine the expiration date and time for playout, and comparing the expiration date and time for playout with the actual time of playout in order to determine whether the inserted first advertisement has expired; and inserting, at the receiving device, a second advertisement in the recorded program content stream to replace the first advertisement if the expiration date and time for playout of the inserted first advertisement has passed. receiving, by a receiving device, the program content stream including the inserted first advertisement; recording, by the receiving device, the program content stream including the inserted first advertisement; determining, by the receiving device, at a time of playout of the recorded program content stream including the inserted first advertisement, whether the expiration date and time for playout of the inserted first advertisement has passed by reading the modified advertisement insertion cue to determine the expiration date and time for playout, and comparing the expiration date and time for playout with the actual time of playout in order to determine whether the inserted first advertisement has expired; and inserting, at the receiving device, a second advertisement in the recorded program content stream to replace the first advertisement if the expiration date and time for playout of the inserted first advertisement has passed.