A media object, such as an image file, a video file, or an audio file, is analyzed to determine relationships between persons associated with the media object, which may include persons captured in the media object and/or a person that captured the media object. A representation of a first person captured in a media object is detected. The media object is analyzed to determine at least one indicator of a relation between the first person and a second person associated with the media object. A relationship between the first person and the second person is predicted based at least on the determined at least one relation indicator. The media object may be monetized in various ways, such as by directing advertisements to persons associated with the media object, and/or to persons having social connections to the persons associated with the media object.