Disclosed herein are systems, methods, and computer readable-media for contextual adaptive advertising. The method for personalized hold comprises collecting a set of data elements about a user, generating a user profile based on the set of data elements, selecting media content from one or more content repositories based on the user profile, and delivering selected media content to a device for playback to the user during noncommunicative gaps. One aspect provides further for recording a playback order of delivered media content in order to avoid playing the same media content back to back.