In 410, the video stream DCIO manager 222 transmits a master playlist to the user device 210 in response to the request. As mentioned above, the exemplary embodiments may relate to HLS protocols. Those skilled in the art will understand that a master playlist is an aspect of the HLS protocol and describes attributes associated with the video stream. For example, the master playlist may provide access to a set of variant streams each of which describe a different version of the same content (e.g., different resolutions and/or encoding rates). This information is provided to the video player of the user device 210 and may be used by the video player to dynamically switch to the most appropriate variant stream in view of the measured network bitrate.

In 415, the video stream DCIO manager 222 transmits a request to the dynamic content system 224 to fill the DCIOs that are to be provided to the user device 210. For example, the request may indicate that DCIOs 110, 120, 130 are available to be filled with dynamic content.

In 420, the dynamic content system 224 transmits a request to the ad exchange 230 for paid advertisements. This request may include an indication that DCIOs are available in a stream that is to be provided to the user device 210. The request may be for targeted and/or untargeted ads. Thus, the request may also include information corresponding to the user and/or the user device 210.