Patent ID: 8667525

Claim:
A method implemented by a user's digital device for targeting advertisement to a user on a scene-by-scene or sub-scene basis comprising: receiving content including a primary advertisement and one or more replacement advertisements at a user's digital device, wherein the primary advertisement and the replacement advertisements are simultaneously delivered in a stream of data packets including packet identifier (PID) values that associate said data packets with the primary advertisement and the replacement advertisements; utilizing a preference engine of the user's digital device to determine if one of the replacement advertisements is more appropriate for the user than the primary advertisement based upon a user's advertisement preference parameters by comparing advertisement descriptor parameter data fields associated with the primary advertisement and the replacement advertisements simultaneously delivered in the stream of data packets with the advertisement preference parameters associated with the user stored by the preference engine; entering a mode of operation in accordance with a message included in a program specific information (PSI) header received from a content provider, the mode of operation being one of substitution mode, insertion mode, or insertion and deletion mode; and utilizing the user's digital device to substitute the primary advertisement with the replacement advertisement if the replacement advertisement is determined to be more appropriate, wherein substituting the primary advertisement with the replacement advertisement includes replacing PID values of the replacement advertisement with PID values of the primary advertisement and changing PID values of the primary advertisement to NULL such that the replacement advertisement is displayed to a user.