1. An apparatus, comprising: a processor circuit; and a video display component for execution on the processor circuit to receive video data from a media server, the video data including closed captioning (CC) data; a CC decoder component for execution on the processor circuit to decode the CC data to obtain text; and an ad requesting component for execution on the processor circuit to: determine a future time to display an advertisement; set a time window including the future display time for the advertisement, a first time period before and adjacent to the future display time, a second time period during the future display time, and a third time period adjacent to and after the future display time, the time window comprising less time than an entirety of running time of the video data; select a subset of the video data that will be displayed during the time window; parse the text from the CC data corresponding to the subset of video data to obtain words; provide the words to the media server; receive an advertisement from the media server; and display the advertisement.
2. The apparatus of claim 1 , the ad requesting component to display the advertisement in one of: a background behind a display of the video data; an ad insert component separate from the background and from a display of the video data; and an insertion into the video data.