11. A system including memory and one or more processors configured to execute instructions, stored in the memory, to: receive from a promoter's system a selection of an uploaded target audio reference and one or more bids to deliver one or more promotional content items responsive to an audio query matching the selected uploaded target audio reference; process the selected uploaded target audio reference and prepare it to be recognized; link the uploaded target audio reference to the one or more bids to deliver promotional content items; and store with a campaign at least the link from the uploaded target audio reference to the bids and the promotional content items.
12. The system of claim 11 , wherein the uploaded target audio reference includes: a mix of background music and other sounds; information identifying the background music; and a selection of at least one aggregate experience category to which the background music belongs; and the one or more processors configured to execute further instructions stored in the memory to store the selection of the at least one aggregate experience category with the campaign.