Systems, methods, and media for presenting advertisements are provided. In some implementations, systems for presenting advertisements are provided, the systems comprising: at least one hardware processor that: receives media content containing a video portion and/or an audio portion; determines whether a watermark is embedded in at least one of the video portion and/or the audio portion of the media content; and if it is determined that the watermark is embedded in the at least one of the video portion and/or the audio portion of the media content: identifies a payload in the watermark; receives an advertisement selected at least in part based on the payload; and causes the advertisement to be presented instead of the media content.