The implementation provides for controlled dynamic content replacement within media content. The media content is encoded in its original form with markers marking segments for time or condition triggered replacement. Each marker is provided a type. A request link is generated for requesting the media content. The link encodes control data for the different marker types. In response to a media content request, the server scans encoded chunks of the media content for markers. From the request link, the server obtains the control data for an identified marker type and determines whether to replace the content based on triggering of the control data. This allows advertising content to remain as part of the media content until reaching a certain number of impressions or a certain time. Thereafter, the content is dynamically replaced with temporally relevant content or other content from an ongoing campaign during real-time media content playback.