A system and method for matching an advertisement item to a multimedia content element. The method comprises: extracting at least one multimedia content element from a personalized multimedia content channel, the personalized multimedia content channel having at least one user, wherein multimedia content elements in the personalized multimedia content channel are customized for each user; generating at least one signature of the at least one multimedia content element; searching for at least one advertisement item respective of the at least one generated signature; and causing a display of the at least one advertisement item within a display area of a user node associated with a user of the personalized multimedia content channel.