A media content packaging and distribution system that handles the distribution of one or more channels, receives a programming schedule of a channel of the one or more channels which includes one or more content placement opportunities (CPOs). At least a CPO from the one or more CPOs, associated metadata, and one or more channel parameters of the channel is communicated to an exchange system to facilitate a bidding procedure to populate the CPO with a media item related to a winning bid in the bidding procedure. The media item related to the winning bid is dynamically inserted at a specified position in a media feed associated with the CPO. A resultant media feed that includes the media item is distributed over a distribution network to be viewed on one or more consumer devices. The media item inserted in the resultant media feed is selected by a bidder associated with the winning bid based on an outcome of the bidding procedure in the exchange system.