Method and apparatus for permitting user interruption of an advertisement and the substitution of alternate advertisement version

An apparatus comprising:

• one or more computer processors;
• and
• a non-transitory computer-readable storage medium comprising instructions, that when executed, control the one or more computer processors to be configured for:
• receiving a first command from the user device to stream a media program to the user device in a media program provider;
• providing a designated user-selectable control that is configured to cause a swap of advertisements during an ad opportunity slot, wherein the user-selectable control is not a fast forward or rewind control;
• during the ad opportunity slot of a time duration during the media program, causing streaming of a first advertisement to the user device for playback to a user on the user device;
• receiving a second command from a user input on the user device selecting the user-selectable control, wherein at least a first portion of the first advertisement has been streamed and played back on the user device;
• in response to receiving the second command selecting the user-selectable control, performing during the ad opportunity slot:
• determining a set of second advertisements for the ad opportunity slot after receiving the second command;
• causing display of a list of the set of second advertisements on the user device after receiving the second command and streaming and after playing back of the at least the first portion of the first advertisement, the second set of advertisements determined to be candidates for streaming during the ad opportunity slot;
• receiving from the user device an indication of a selection from the user selecting one of the set of second advertisements;
• causing a ceasing of the streaming of the first advertisement to the user device in response to the second command;
• and
• causing a streaming of the selected one of the second advertisements during the time duration for the ad opportunity slot to the user device for playback to the user.

A method comprising:

• sending a first command from a user device to a media program provider to stream a media program to the user device;
• providing a designated user-selectable control that is configured to cause a swap of advertisements during an ad opportunity slot, wherein the user-selectable control is not a fast forward or rewind control;
• during the ad opportunity slot of a time duration during the media program, receiving a streaming of a first advertisement at the user device for playback to a user on the user device;
• sending a second command from a user input on the user device selecting the user-selectable control, wherein at least a first portion of the first advertisement has been streamed and played back on the user device;
• in response to receiving the second command selecting the user-selectable control, performing during the ad opportunity slot:
• receiving information for a set of second advertisements for the ad opportunity slot;
• displaying for a list of the set of second advertisements on the user device based on the received information after sending the second command and after receiving the streaming and playing back of the at least the first portion of the first advertisement, the second set of advertisements determined to be candidates for streaming during the ad opportunity slot;
• receiving a user input on the user device selecting one of the set of second advertisements;
• having the streaming of the first advertisement ceased at the user device in response to the second command;
• and
• receiving a streaming of the selected one of the second advertisements during the time duration for the ad opportunity slot to the user device for playback to the user.