There is provided a media content server for inserting a location-based advertisement into an online media content. The media content server comprises a memory including an online media content for online access; a processor configured to receive a request from a client for the online media content; determine an IP address of the client based on the request; map the IP address to a local advertisement server serving an area corresponding to the IP address; request a local advertisement from the local advertisement server; provide the local advertisement to the client; and provide the online media content from the memory to the client. The online media content has a first and second sequential segments, and the local advertisement may be provided to the client after the first segment is provided and before the second segment is provided.