Targeted advertisement selection from a digital stream

1. A method implemented by a user's digital device for targeting advertisement to a user on a scene-by-scene or sub-scene basis comprising:

receiving content including a primary advertisement and one or more replacement advertisements at a user's digital device, wherein the primary advertisement and the replacement advertisements are simultaneously delivered in a stream of data packets including packet identifier (PID) values that associate said data packets with the primary advertisement and the replacement advertisements;

utilizing a preference engine of the user's digital device to determine if one of the replacement advertisements is more appropriate for the user than the primary advertisement based upon a user's advertisement preference parameters by comparing advertisement descriptor parameter data fields associated with the primary advertisement and the replacement advertisements simultaneously delivered in the stream of data packets with the advertisement preference parameters associated with the user stored by the preference engine;

entering a mode of operation in accordance with a message included in a program specific information (PSI) header received from a content provider, the mode of operation being one of substitution mode, insertion mode, or insertion and deletion mode; and

utilizing the user's digital device to substitute the primary advertisement with the replacement advertisement if the replacement advertisement is determined to be more appropriate, wherein substituting the primary advertisement with the replacement advertisement includes replacing PID values of the replacement advertisement with PID values of the primary advertisement and changing PID values of the primary advertisement to NULL such that the replacement advertisement is displayed to a user.

2. The method of claim 1 wherein the packets are in a MPEG transport stream of packets and include Internet Protocol (IP) packets.

3. The method of claim 2 , wherein the content is delivered in a stream of IP packets and wherein substituting the primary advertisement with the replacement advertisement further includes selecting fields within the IP packets.

4. The method of claim 1 , wherein the primary advertisement and the replacement advertisements include a logo.

5. The method of claim 1 , wherein the primary advertisement and the replacement advertisements include a banner advertisement.

6. The method of claim 1 , wherein the primary advertisement and the replacement advertisements include audio/visual (A/V) commercials.

7. The method of claim 1 , further comprising determining whether advertisement substitution functionality is enabled, and, if not, rendering the primary advertisement.

8. The method of claim 1 , wherein advertisement preference parameters for a user include at least one of: location, sex, and age.

9. A user's digital device to select advertisements for a user comprising:

a network interface of the user's digital device adapted to receive incoming content including a primary advertisement and one or more replacement advertisements, wherein the primary advertisement and the replacement advertisements are simultaneously delivered in a stream of data packets including packet identifier (PID) values that associate said data packets with the primary advertisement and the replacement advertisements; and

a data processing unit including an advertisement selector and a preference engine of the user's digital device coupled to the network interface, the advertisement selector and the preference engine of the user's digital device to enter a mode of operation in accordance with a message included in a program specific information (PSI) header received from a content provider, the mode of operation being one of substitution mode, insertion mode, or insertion and deletion mode, to determine if one of the replacement advertisements is more appropriate for the user than the primary advertisement based upon a user's advertisement preference parameters by comparing advertisement descriptor parameter data fields associated with the primary advertisement and the replacement advertisements simultaneously delivered in the stream of data packets with the advertisement preference parameters associated with the user stored by the preference engine and to substitute the primary advertisement with the replacement advertisement if the replacement advertisement is determined to be more appropriate, wherein substituting the primary advertisement with the replacement advertisement includes replacing PID values of the replacement advertisement with PID values of the primary advertisement and changing PID values of the primary advertisement to NULL such that the replacement advertisement is displayed to a user.

10. The digital device of claim 9 , wherein the primary advertisement and the replacement advertisements include a logo.

11. The digital device of claim 9 , wherein the primary advertisement and the replacement advertisements include a banner advertisement.

12. The digital device of claim 9 , wherein the primary advertisement and the replacement advertisements include audio/visual (A/V) commercials.

13. The digital device of claim 9 , wherein the data processing unit further determines whether advertisement substitution functionality is enabled, and, if not, the data processing unit renders the primary advertisement.

14. The digital device of claim 9 , wherein the data processing unit further comprises a preference engine, the preference engine to determine advertisement preference parameters for a user.

15. The digital device of claim 9 , wherein advertisement preference parameters for a user include at least one of: location, sex, and age.

16. The digital device of claim 9 , wherein the network interface is a tuner/demodulator.

17. The digital device of claim 9 , wherein the network interface is a connection to the Internet.

18. A non-transitory machine-readable medium to store instructions, that if executed by logic, will cause a user's digital device to perform the following operations to target advertisements to a user comprising:

receiving content including a primary advertisement and one or more replacement advertisements at a user's digital device, wherein the primary advertisement and the replacement advertisements are simultaneously delivered in a stream of data packets including packet identifier (PID) values that associate said data packets with the primary advertisement and the replacement advertisements;

utilizing a preference engine of the user's digital device to determine if one of the replacement advertisements is more appropriate for the user than the primary advertisement based upon a user's advertisement preference parameters by comparing advertisement descriptor parameter data fields associated with the primary advertisement and the replacement advertisements simultaneously delivered in the stream of data packets with the advertisement preference parameters associated with the user stored by the preference engine;

entering a mode of operation in accordance with a message included in a program specific information (PSI) header received from a content provider, the mode of operation being one of substitution mode, insertion mode, or insertion and deletion mode; and

utilizing the user's digital device to substitute the primary advertisement with the replacement advertisement if the replacement advertisement is determined to be more appropriate, wherein substituting the primary advertisement with the replacement advertisement includes replacing PID values of the replacement advertisement with PID values of the primary advertisement and changing PID values of the primary advertisement to NULL such that the replacement advertisement is displayed to a user.

19. The non-transitory machine-readable medium of claim 18 , wherein the primary advertisement and the replacement advertisements include a logo.

20. The non-transitory machine-readable medium of claim 18 , wherein the primary advertisement and the replacement advertisements include a banner advertisement.

21. The non-transitory machine-readable medium of claim 18 , wherein the primary advertisement and the replacement advertisements include audio/visual (A/V) commercials.

22. The non-transitory machine-readable medium of claim 18 , further comprising instructions to determine whether advertisement substitution functionality is enabled, and, if not, rendering the primary advertisement.

23. The non-transitory machine-readable medium of claim 18 , wherein advertisement preference parameters for a user include at least one of: location, sex, and age.