Disclosed herein are systems, methods, and computer readable-media for contextual adaptive advertising. The method for contextual adaptive advertising comprises analyzing a video program, selecting at least one advertisement related to the video program and based on a viewer profile, and displaying the at least one advertisement simultaneously with the video program. One aspect of the method includes advertisements that are one or more of audio, text, images, or video and are displayed in a different modality, in a different location, or on a different device. Contextual adaptive advertisements may be displayed in a partially transparent manner over the video program. Contextual adaptive advertisements may be streamed, stored in advance, or a combination of both. The space and time for advertisements may also be auctioned to interested parties based on a number of parameters.