Provides for delivery and synchronization of an ad to a user of a streaming media. An embodiment uses a transport protocol header extension to provide an ad cue to a splicer for the delivery of an ad within a primary media stream (the stream containing the header extension) or in an ancillary stream. An existing ancillary stream may 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.