I would like to sell my own ads on a live stream.  It is a custom show that has a small but very dedicated audiance.  I would like to sell ads and have them inserted into the feed.  I subscribed to "Adplugg"  that allows this but can't get a URL for the server.  Any ideas?

that's question for said adPlugg support, i would think. Contact them and ask for a VAST or VMAP ad feed URL/ad tag, then you can plug that into Roku channel.