Systems and methods for selecting and serving content items based on view probability

A method comprising:

• receiving, at a processing module, one or more viewability variables;
• determining, using the processing module, a view probability based on a view probability predictive model and the received one or more viewability variables;
• determining, using the processing module, a value for a content item based, at least in part, on the view probability and a bid associated with the content item;
• and
• selecting the content item based, at least in part, on the determined value.

A system comprising:

• a processing module;
• and.
• a storage device storing instructions that, when executed by the processing module, cause the processing module to perform operations comprising:
• receiving one or more viewability variables,
• determining a view probability based on a view probability predictive model and the received one or more viewability variables,
• determining an eCPM value for a content item based, at least in part, on the view probability and a CPMV bid associated with the content item,
• selecting the content item based, at least in part, on the value, and
• outputting data to effect display of the selected content item.

A computer-readable storage device storing instructions that, when executed by a processing module, cause the processing module to perform operations comprising:

• receiving one or more viewability variables with a content item request,
• determining a view probability based on a view probability predictive model and the received one or more viewability variables,
• determining a value for a content item based, at least in part, on the view probability and a bid associated with the content item, and
• selecting the content item based, at least in part, on the value and in response to the content item request.