DESCRIZIONE
This document describes techniques and apparatuses enabling advertisement presentation based on a current media reaction. The techniques and apparatuses can receive a current media reaction of a user watching a media program and, based on this current media reaction, determine which advertisement is likely to be effective. Further, the techniques and apparatuses may inform advertisers of a current media reaction thereby enabling the advertisers to bid on a right to present an advertisement based on that reaction. By so doing, costs for advertisements may more-accurately reflect the value of the time in which they are presented and advertisements may be more effective.