Patent ID: 8732745

Claim:
A method for inserting an advertisement in a media stream, said method comprising: in a content access server: receiving said media stream from one or more content providers, wherein said media stream comprises one or more pre-determined positions for inserting said advertisement; inserting said advertisement in said media stream at one of said one or more pre-determined positions, wherein said advertisement is selected from one or more advertisements in real-time based on a first metadata associated with said media stream, a location of said one or more pre-determined positions in said media stream, and one or more parameters associated with a user; delaying transmission of a live broadcast of said media stream when playback of said live broadcast of said media stream starts prior to completion of playback of a first advertisement; and reducing duration of playback of a second advertisement when said playback of said live broadcast of said media stream starts prior to completion of said playback of said first advertisement, wherein a position of said second advertisement in said live broadcast of said media stream is subsequent to a position of said first advertisement in said live broadcast of said media stream.