An automatic content recognition (ACR)-enabled connected TV device may be operable to present, utilizing an ACR system, an overlay during presentation of content, based on one or more rules. The one or more rules may be implemented utilizing information provided by the ACR system. The presented overlay may be associated with a sponsor, and the one or more rules may comprise a timing rule, an advertisement separation rule, an advertisement conflict rule and/or an auto-scaling rule. An ad server coupled to the ACR system may determine whether the overlay associated with the sponsor may be appropriate for presentation. The presented overlay may comprise interactive content for viewer interaction, and the one or more rules may comprise a viewer interaction rule which ensures that, when the interactive overlay is presented, the presented content may be scaled so that the scaled presented content is not covered by the overlay.