Today's consumers not only have a variety of content choices, they also enjoy the convenience of consuming this content when they want, the way they want. While this has made video viewing increasingly personalized, the ads that play in and around the video are still far from being personalized and relevant. Broadcast networks need to guard against viewer fatigue/loss while brands need to be increasingly conscious of the ROI on every ad dollar spent. This paper highlights innovation done in contextual advertising using an additional metadata layer of in-video context. An approach that offers broadcasters the opportunity to optimally sell their video inventory and for brands to place their ad in the right program at the right time/place. The result - not only the opportunities to show an ad increase, but also the yield per ad spot improves considerably. A win-win for both broadcasters and brands.