1. A method comprising: using one or more computers, obtaining and storing a first set of information comprising a set of emotional states with which online elements may be associated; using one or more computers, obtaining and storing a second set of information comprising information relating to a set of online elements; using one or more computers, based at least in part on the second set of information, assigning each of the set of online elements to at least one associated emotional state, of the set of emotional states; using one or more computers, obtaining and storing a third set of information comprising information relating to online activity of a user in association with at least one online element of the set of online elements, and comprising an emotional state to which the at least one online element of the set of online elements is assigned; using one or more computers, based at least in part on the third set of information, classifying the user into at least one emotional state of the set of emotional states; presenting the user with an online advertisement based at least in part on the at least one emotional state, of the set of emotional states, into which the user is classified; and based at least in part on at least one direct online activity of the user and at least one indirect online activity of the user, predicting an emotional state that the user is likely to be in at a particular time at which, or during a particular period of time during which, the online advertisement is anticipated to be served, wherein the at least one direct online activity of the user includes one or more of usage, usage frequency, extent of personalization, sharing of emoticons, and sharing of emoticlips, and wherein the at least one indirect online activity of the user includes one or more of visits to specific user post, user review or blog entry domains or Web sites, and engagement with specific user post, user review or blog entry domains or Web sites.