An image-based content item is analyzed to determine one or more interests of a viewer of the content item. The analysis may include performing image analysis on the content item to determine geographic information that is relevant to an image of the content item. The one or more interests may be determined based on an assumption or probabilistic conclusion about a subject of the content item. Further, the one or more interests may be determined by applying one or more rules that utilize the geographic information. For some embodiments, a supplemental content item may be provided to the viewer based on the one or more interests.