One system herein is operable in a COD environment and includes an audience profiler that generates user profiles based on the demographic characteristics of users selecting COD content to identify a user based on a subsequent COD content selection. An ADS tracks impressions of assets in COD content selections, detects the subsequent COD content selection, and selects from the assets for insertion into that COD content selection. The ADS also processes the user profile of the user to exclude a first portion of the assets from insertion into the subsequent COD content selection. The ADS also excludes a second portion of the assets from insertion into the subsequent COD content selection based on the tracked impressions. The ADS also ranks remaining assets, and directs a COD content provider to insert the ranked assets according to the ranking and a number of available time slots in the subsequent COD content selection.