A first screen schedule for the linear delivery of video content is received and analyzed. The first screen schedule may include slots in which first screen advertisements could be displayed. Particular embodiments can then determine the feasibility of providing second screen advertisements based on the first screen schedule. Then, second screen advertisements that advertisers wish to display in conjunction with first screen advertisements are determined. When the linear delivery of the video content commences, particular embodiments monitor a messaging stream associated with the delivery of the video content. When an ad placement marker is encountered, an ad server may select a first screen advertisement. When the first screen advertisement is placed, the messaging stream identifies a first screen advertisement that is delivered. If the first screen advertisement has a corresponding second screen advertisement, particular embodiments output the second screen advertisement on a second screen environment.