Brightcove's Advertising APIs include a method named requestAd(). When you call that method, the player instantly makes an ad call the same way as it would with any other ad cue point. However, having control over precisely when to call the ad server can be very beneficial. The method takes one argument, and that's for any key/value pairs you want to send to the ad server. This can allow you to do some very granular targeting to deliver more contextual ads to the viewer. Read more about how to use this Advertising API method.