A scheme for providing targeted advertisements in a multicast adaptive bitrate (ABR) streaming environment. In one implementation, ads specific to a subscriber's demographic profile and relevant to the genre of a tuned MABR media channel may be downloaded in a gateway (GW) or into a network storage system. In another implementation, multicast ABR streams of ads may be triggered at specific points (e.g., insertion markers in a multicast ABR media channel) that can be selectively joined by a GW node based on demographics and channel genre. In yet another implementation, continuously streaming multicast ad channels may be switched at suitable points in a multicast ABR media channel based on targeting parameters.