A system and method for matching an advertisement item to a multimedia content element based on sentiments. The method comprises: extracting at least one multimedia content element from a web-page requested for display on a user node; generating a signature for each of the at least one multimedia content element, wherein each signature represents a concept, wherein each concept is an abstract description of one of the at least one multimedia content element; correlating the concepts of the generated signatures to determine a context of the at least one multimedia content element, wherein the context indicates at least a brand sentiment; searching for at least one advertisement item based on the signatures and the context; and causing a display of the at least one advertisement item within a display area of the web-page.