Abstract: An analytics provider receives a request for supplemental content to be displayed to a user by a user device. The request includes a network identifier identifying the user device on an access network over which the user device receives content. The analytics provider transmits the request for supplemental content and the network identifier to an analytics module provided by the analytics provider and executing at a network operator that manages the access network. The analytics module collects data describing behavior of the user device on the access network, determines at least one learned usage characteristic based on the data describing the behavior of the user device on the access network, selects a supplemental content item based on a target usage characteristic associated with the selected supplemental content item and the at least one learned usage characteristic, and provides the selected supplemental content item for display on the user device.