11. A device, comprising: a memory to store instructions; and a processor to execute the instructions to: send, to a video client, a trigger for initiating a transactional advertisement, the transactional advertisement being cross-referenced with an indicator associated with a content of a linear program segment; send, to the video client, the linear program segment for presentation to a viewer; receive, based on the trigger, a request from the video client for the transactional advertisement; determine that the request is associated with the linear program segment based on information identifying the trigger included in the request; use information included in the request to determine contextual information for the transactional advertisement, the contextual information including: information indicating a content of the linear program segment, and information for obtaining the transactional advertisement; and send, to the video client, the contextual information to enable the video client to provide the transactional advertisement for display in conjunction with the linear program segment.
11. A device, comprising: a memory to store instructions; and a processor to execute the instructions to: send, to a video client, a trigger for initiating a transactional advertisement, the transactional advertisement being cross-referenced with an indicator associated with a content of a linear program segment; send, to the video client, the linear program segment for presentation to a viewer; receive, based on the trigger, a request from the video client for the transactional advertisement; determine that the request is associated with the linear program segment based on information identifying the trigger included in the request; use information included in the request to determine contextual information for the transactional advertisement, the contextual information including: information indicating a content of the linear program segment, and information for obtaining the transactional advertisement; and send, to the video client, the contextual information to enable the video client to provide the transactional advertisement for display in conjunction with the linear program segment. 15. The device of claim 11 , where the contextual information further includes instructions, for the transactional advertisement, that include trigger data for multiple linear program segments.