Abstract: A computer implemented system and method of determining whether to display an advertisement to a user can include determining, using at least one processor, a likelihood that a user accessing a web page would select an advertisement if displayed to the user in the web page at a future moment during that trip by the user to the web page. An analysis module can determine whether or not the determined likelihood satisfies criteria imposed by a click-through-rate associated with the web page. If the determined likelihood value satisfies the click-through-rate, then an advertisement can be output to the user through at least one output device. Otherwise, the system can refrain from causing an advertisement to be output to the user for inclusion in the web page during that particular visit by the user to the web page.