In an exemplary system, a data store includes at least a subset of media content, media content attribute data associated with the media content, user profile data associated with at least one consumer having access to the media content, advertising content, and content matching data associated with the advertising content. An access module is communicatively coupled to an access device and configured to receive a request sent by the access device, the request being for access to a media content instance included in the media content. A matching module is configured to match at least one advertising content instance included in the advertising content to the media content instance based on the media content attribute data, user profile data, and content matching data. The access module is configured to provide the matched advertising content instance to the access device for user presentation.