Systems and methods presented herein provide for Content On Demand (COD) asset insertion. A COD asset insertion decision system (CODAID) is communicatively coupled to a content distributer to process information about COD content selections by Customer Premises Equipment (CPEs). An auction system is communicatively coupled to the CODAID and to a plurality of asset providers to process information about assets of the providers, to provide an auction for asset opportunities in the COD content selections, to receive bids for the asset opportunities, and to rank the auctioned assets according to bid. The CODAID further ranks the auctioned assets based in part on the COD content selection information and the asset information, identifies one or more of the further ranked assets for insertion into the COD content selection, and directs the content distributer to insert the identified one or more further ranked assets into the COD content selection.