Embodiments related to selecting advertisements for display to targeted viewers are disclosed. In one example embodiment, an advertisement is selected by, for each of a plurality of advertisements, aggregating a plurality of emotional response profiles from a corresponding plurality of prior viewers of the advertisement to form an aggregated emotional response profile for the advertisement, wherein each of the emotional response profiles comprises a temporal record of a prior viewer's emotional response to the advertisement. The method further includes identifying a group of potentially positively correlated viewers for the targeted viewer, filtering the aggregated emotional response profiles based on the group of potentially positively correlated viewers, selecting a particular advertisement from the plurality of advertisements based on a correlation of the filtered aggregated emotional response profiles, and sending the particular advertisement for display to the targeted viewer.