| CPC H04N 21/44016 (2013.01) [H04N 21/437 (2013.01); H04N 21/44204 (2013.01); H04N 21/8455 (2013.01)] | 9 Claims |

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1. A method of dynamically customizing a media content during playing of the media content by a media player, the method comprising:
performing a listening process to capture from the media player a playing condition on the playing of the media content said performing including one or both pausing and resuming the listening process when the playing of the media content is one or both paused and resumed respectively;
sending, to a server computer system, a customization request based on the playing condition;
receiving, from the server computer system, a customization response in reply to the customization request, the customization response including a media chunk to be embedded in or with the media content to customize the media content; and
providing the customization response to the media player for the media player to embed the media chunk in or with the media content through a media embedder code.
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