Embodiments herein provide for inserting advertisements into content. In one embodiment, a method includes receiving a request for insertion of an advertisement into content from an endpoint device. The content is delivered to the endpoint device with advertising signaling in the content. The method also includes comparing policy information to advertising signaling information, in the request, of a content provider providing the content, identifying a tier of service (TOS) of the endpoint device, and determining whether the advertisement can be inserted into the content. If the advertisement can be inserted into the content, the advertisement is selected according to the TOS of the endpoint device and inserted into the content.