Ad insertion includes providing a multimedia applications gateway that is connected to an access gateway for an end user device and receiving, at the multimedia applications gateway via the access gateway, multimedia program content. The multimedia applications gateway converts the program content from a program media source into a first communication having an open standards protocol recognized by the end user device. The ad insertion also includes receiving directly, at the multimedia applications gateway from an advertising media source, multimedia advertising content. The multimedia applications gateway converts the multimedia advertising content into a second communication having the open standards protocol. The second communication is stored in a local memory of the multimedia applications gateway. The ad insertion further includes retrieving the second communication from the local memory, inserting the second communication at a location within the first communication, and presenting the first and second communications on the end user device.