A method, system, and apparatus are provided for delivery and synchronization of an ad to a user of a streaming media. An embodiment uses a Real-time Transport Protocol header extension to provide an ad cue to a splicer for the delivery of an ad within the primary media stream (the stream containing the header extension) or in an ancillary stream. An existing ancillary stream my be used, or a new ancillary stream may be initiated in response to the ad cue. The ad may have a variety of formats such as takeover, overlay, standard banner, and rich media.