In one embodiment an apparatus for splicing an ad into a data stream includes an ad segmenter, an ad variant generator coupled to the ad segmenter, and an ad variant selector coupled to the ad variant generator. The ad segmenter designates end portions, including beginning and ending portions, of the ad and designates an intermediate portion between the end portions. The ad variant generator generates a plurality of variants of at least one end portion. Each variant corresponds to a unique bit-rate. The ad variant selector selects at least one variant for splicing into the data stream based on a buffer level of a data stream buffer.