1. One or more computer-storage media having computer-executable instructions embodied thereon for performing a method of selecting advertisements to be associated with visual media objects, the method comprising: receiving a visual media object; assigning a subject-matter category to the visual media object using automated image recognition; retrieving an advertisement to be associated with the visual media object, wherein the advertisement is assigned the same subject-matter category as the visual media object; and storing the advertisement in association with the visual media object.