Content Insertion in Adaptive Streams

A method including providing a first content item for consumption, the first content item having a content placement opportunity at which a second content item can be consumed, dividing the first content item into a plurality of chunks, the placement opportunity being temporally disposed after a first one of the chunks and/or before a second one of the chunks, after a first point where the first chunk is operative to finish being rendered and/or before a second point where the second chunk is operative to start being rendered, and encoding the chunks yielding a plurality of encoded chunks, wherein the encoding includes performing, for each one of the chunks of the first content item encoding the audio/video frames of the one chunk at a first audio/video quality, and repeating encoding of the audio/video frames of the one chunk at a second audio/video quality. Related apparatus and methods are also described.