18. A method to identify and track video content by an electronic user device, the method comprising: detecting by the electronic user device, a scale ratio mapping between incoming video frames received by the electronic user device and reference video frames stored in a reference database by calculating a scale ratio along an x axis (Sx) and a different scale ratio along a y axis (Sy) for a query signature in an incoming video frame and a reliable matching reference signature in a corresponding reference video frame stored in the reference database, wherein the calculated scale ratio Sx and Sy indicate that the incoming video frame and the corresponding reference video frame are not in alignment; responsive to calculating the scale ratio, using the detected scale ratio mapping to generate subsequent signatures for subsequent incoming video frames; and processing by the electronic user device, the subsequent incoming video frames to identify and track video content based on the generated subsequent signatures, receiving at the electronic user device, third party alternative content selected for display by the electronic user device to replace content at a specified time section in the identified and tracked video content, wherein the third party alternative content is selected from a menu of selectable options displayed on a second display screen associated with a user of the electronic user device.
20. The method of claim 18 , wherein the third party alternative content includes a selection of personal services.