Abstract: A method for performing an action in association with media, the media including audio and video, the method including streaming a first media to a first user device; receiving a set of comments for the first media from the first user device, each comment associated with a timecode of the first media; extracting a comment parameter from the set of comments; selecting an advertisement based on the comment parameter; streaming the first media and the set of comments to a second user device in response to receipt of a request for the first media; and facilitating advertisement presentation on the second user device in association with the first media.