In various example embodiments, a system and method for dynamically ordering content and discrete content segments are presented. A set of discrete content segments is received having a first order for distributing the set of discrete content segments during a display of a media stream. Each discrete content segment includes a set of ordering factors. Event data is received. The event data is representative of a set of events depicted by the media stream. A set of event instances is determined from the event data representing the set of events depicted by the media stream. A second order is generated for the set of discrete content segments based on the set of event instances and the sets of ordering factors.