The disclosure includes a system and method for grouping users into one or more categories for delivering targeted advertisements. A media application receives a captured image from a user, identifies an indexed image matching the captured image, retrieves metadata describing the captured image responsive to identifying the indexed image, generates a user profile for the user based on the metadata describing the captured image and a history of at least one previously captured image associated with the user, identifies a product in the captured image based on the metadata describing the captured image, provides the user with information about the product, updates the user profile based on how the user interacts with the product, and categorizes the user into one or more groups based on the user profile.