Dynamic overlay video advertisement insertion

A computer-implemented method comprising:

• receiving, from a client device of a first user over a network, a request for a video for streaming playback on the client device;
• retrieving a manifest file for the video;
• determining a first position in the video to incorporate an advertisement;
• selecting advertisement content, from among a plurality of potential advertisements, based on at least one of the video, the manifest file or the client device;
• determining that an electronic data store that stores a plurality of replacement segments associated with the video does not include a previously generated replacement segment associated with a combination of the first position in the video and the advertisement content;
• retrieving one or more original video segments from the video in which to incorporate the advertisement, wherein the one or more video segments are retrieved based on the first position in the video;
• generating one or more replacement segments of the video, wherein the one or more replacement segments depict at least portions of the advertisement content integrated within video content from the one or more original video segments;
• storing the generated one or more replacement segments of the video in the electronic data store for providing to additional users in association with subsequent requests for the video;
• generating a revised manifest file that includes references to the one or more replacement segments instead of corresponding original segments of the video;
• and
• sending, over the network, the revised manifest file to the client device for presentation of streaming video by the client device in accordance with the revised manifest file.

Non-transitory computer readable media including computer-executable instructions that, when executed by a computing system, cause the computing system to perform operations comprising:

• receiving, from a client device of a first user over a network, a request for a video for streaming playback on the client device;
• retrieving a manifest file for the video;
• determining a first position in the video to incorporate an advertisement;
• selecting advertisement content, from among a plurality of potential advertisements, based on at least one of the video, the manifest file or the client device;
• determining that an electronic data store that stores a plurality of replacement segments associated with the video does not include a previously generated replacement segment associated with a combination of the first position in the video and the advertisement content;
• retrieving one or more original video segments from the video in which to incorporate the advertisement, wherein the one or more video segments are retrieved based on the first position in the video;
• generating one or more replacement segments of the video, wherein the one or more replacement segments depict at least portions of the advertisement content integrated within video content from the one or more original video segments;
• storing the generated one or more replacement segments of the video in the electronic data store for providing to additional users in association with subsequent requests for the video;
• generating a revised manifest file that includes references to the one or more replacement segments instead of corresponding original segments of the video;
• and
• sending, over the network, the revised manifest file to the client device for presentation of streaming video by the client device in accordance with the revised manifest file.