A method and system for profiling interests of users based on multimedia content analysis and creating users' profiles respective thereof is provided. The method comprises receiving a tracking information gathered with respect to an interaction of a user with at least one multimedia element displayed on a user node; determining a user impression respective of at least one multimedia content element using the received tracking information; generating at least one signature for the at least one multimedia element; determining at least a concept of the at least one multimedia element using the at least one generated signature, wherein an interest of the user is determined respective of the concept; creating a user profile to include at least the user interest; and storing the user profile in a data warehouse.