This disclosure is directed to methods, apparatuses, and systems for providing content streams with highly targeted, interactive content in a personalized manner. A content producer can generate a user-generic content stream associated with one or more user-specific content flags, which can describe how the user-specific content can be presented along with the content stream. A content-provider can purchase or otherwise acquire the rights to insert their user-specific content into another content provider's user-generic content. Both the user-specific and user-generic content can be provided to the user by means of a voice-controlled device associated with a cloud-based profile of the user. A user can interact with the personalized content to receive supplemental information.