<p>A method for targeting advertisements selects a first content item that has an associated set of metadata. The associated metadata is for providing information regarding the first content item. The method identifies a first user having a relationship to the first content item. The first user has a set of profile information. The method determines a first metadata element. The first metadata element is generated by one or more users of the first content item such as, for example, the first user or a second user. The method selects a first advertisement for presentation to the first user. The selection process uses data associated with one or more of the first content item, the first user, and the first metadata element. Additional embodiments of the invention include a system and a computer readable medium for implementation of the foregoing.</p>
