A system and method for signaling timing and content of personalized ads to a hybrid terminal via a television broadcast/multicast network. The currently-present ad insertion markers in the transport stream of the broadcast/multicast content are replaced by a Service Information, SI, table that contains information corresponding to the replaced markers. The table-containing transport stream is then delivered to the hybrid terminal. The SI table may include a manifest to signal upcoming time slots for advertising. The manifest may provide information about sources from which the hybrid terminal can fetch personalized advertisements and may also identify available time slots in the transport stream for inserting the fetched ads. To enable the hybrid terminal to present personalized advertisements to its viewer, the SI table may identify an Ad Decision Server, ADS, from which the hybrid terminal can request targeted ads for playback to the viewer watching a broadcast/multicast TV program.