Custom content insertion

A method comprising:

• receiving, by a first computing device, demographic data associated with at least one of:
• a second computing device or at least one user of the second computing device, wherein the second computing device sends the demographic data based on an instruction received via a non-packet-switching protocol;
• determining, based on the demographic data, custom content;
• and
• sending, via a packet-switching protocol, the custom content to the second computing device.

An apparatus comprising:

• one or more processors;
• and
• memory storing processor-executable instructions that, when executed by the one or more processors, cause the apparatus to:
• receive user data associated with a computing device, wherein the computing device sends the user data based on an instruction received via a non-packet-switching protocol;
• determine, based on the user data, custom content;
• and
• send, via a packet-switching protocol, the custom content to the computing device.