1. A method, comprising: performing by one or more computers: receiving an indication of a request for content; identifying the requested content, wherein the requested content includes first audio data having a first set of phonemes; matching one or more of a plurality of advertising files to the requested content, wherein the one or more of the plurality of advertising files includes second audio data having a second set of phonemes, and wherein the matching is based, at least in part, upon a comparison between the first and second sets of phonemes; and causing the one or more of the plurality of advertising files to be delivered in response to the request.