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This paper proposes a novel, reliable and efficient advertisements delivery protocol (ADP) for use in unidirectional wireless billboard channels (WBCs) for IP datacasting (lPDC). The ADP is based on a modified asynchronous layered coding (ALC) protocol and uses a forward error correction (FEC) with Reed-Solomon (RS) coding to guarantee packet-level reliable data broadcasting. The ADP implementation is presented. The ADP performance is evaluated and compared to similar existing protocols. The results show that in addition to being less complex and producing less overhead, the ADP is more efficient in terms of the encoding/decoding speed achieved.