A computer server system associates one or more media items with a first segment of a first media item, the one or more media items selected based on current location information of a media device. The computer server system receives, from a media device, a request for a media item associated with the first media item, wherein the request includes a media segment identifier for the first segment of the first media item. In response to the request, the computer server system identifies the one or more media items associated with the first segment and provides the one or more media items to the media device.