1. A method implemented by a computing device comprising: receiving, by the computing device and during a presentation of a first portion of a media program, a media reaction to the first portion of the media program, the media reation determined based on sensor data passively sensed during the first portion of the media program; determining, by the computing device and based on the media reaction to the first portion of the media program being congruent with a context for the first portion of the media program an engaged state of a user during the first portion of the media program; determining, by the computing device, based on a reaction history of the user, and responsive to determining the user to be in the engaged state during the first portion of the media program, a future advertisement, the future advertisement: occurring during a later portion of the media program; during a same presentation of the media program; and selected from a set of advertisements based on a similarity to the first portion of the media program; and causing, by the computing device, the future advertisement to be presented during the later portion of the media program and during the same presentation of the media program.