Systems, devices and automated process allow automatic replacement of advertisements or other content in previously-broadcast television programs. A content management system or the like operating on a digital network receives indicia from playback devices that have encountered identified advertisements that are stored in digital video recorders or that are otherwise contained within previously-broadcast television programs. The encounters are recorded in a database for subsequent analysis. If desired, the previously-broadcast advertisements may be replaced with more relevant or engaging advertisements prior to playback to the viewer, thereby allowing a fresher, more relevant and more engaging experience for the viewer.