In-content advertising system

A system for in-content advertising (ICA), comprising:

• a processing system, including one or more processing platforms operative for:
• receiving information defining an ICA opportunity in a programming stream, said ICA opportunity comprising a first content portion, less than the whole, of each of a series of successive programming frames corresponding to a time period such that said ICA opportunity has an areal component, corresponding to said first portion, and a time component within said first time period, said ICA opportunity being associated with a programming segment constituting a portion of programming content within said programming stream, said segment containing said ICA opportunity;
• identifying a plurality of variants of said programming segment, each of said variants including different content embedded in said programming segment in said ICA opportunity and being associated with different audience targeting parameters;
• obtaining classification information associated with one or more user equipment devices delivering said programming stream;
• based on said classification information, selecting one of said variants;
• inserting a trigger into said programming stream to identify said programming segment and said ICA opportunity, wherein said trigger identifies a position in said programming stream where said selected variant will play and said position identifies at least one of said areal component and said time component;
• and
• causing delivery, at said one or more user equipment devices, of said programming stream including said selected variant.