Patent ID: 8185626

Claim:
A method comprising: storing in a streaming server advertising-sponsored content and transmitting the advertising-sponsored content to a multimedia player, the streaming server delaying a transmission of the advertising-sponsored content to the multimedia player for a duration of time when the streaming server detects that the playing of all or part of an advertisement that sponsors the advertising-sponsored content is attempting to be avoided in the multimedia player, the duration of time is related to the duration of the advertisement; wherein the streaming server initiates transmission of streaming data to the multimedia player, the streaming data comprising one or more advertisement portions and one or more advertising-sponsored content portions, the one or more advertising-sponsored content portions being transmitted to the multimedia player in packets having a payload field comprising a content data stream, and a timestamp field having a value associated with a starting point of the content data stream; and upon detecting in the streaming server that the playing of all or part of one or more advertisement portions is attempting to be avoided in the multimedia player, the streaming server alters the timestamp field value of the associated advertising-sponsored content data stream.