Dynamic display of driver content

A system, comprising:

• a computing device;
• a network interface;
• non-transitory computer readable memory having program instructions stored thereon that when executed by the computing device cause the computing device to:
• identify a first location where current or predicted ride requests exceed a first threshold within a first time period;
• use at least driver location information for one or more drivers and a likelihood that a given driver in the one or more drivers will accept a ride request at the first location within the first time period, wherein determining the likelihood that a given identified driver will accept a ride request at the first location within the first time period is based at least in part on traffic conditions on at least a portion of a route to the first location of the given identified driver, to identify a driver to satisfy the identified current or predicted ride requests at the first location that exceed the first threshold within the first time period;
• select a first item of content to present to the identified driver, wherein the first item of content is selected based at least in part on a history of establishments frequented by the identified driver;
• cause the selected first item of content, the selected first item of content associated with a token, to be presented on a first display to the identified driver;
• determine whether the identified driver accepted a ride request at the first location within the first time period;
• and
• at least partly in response to determining that the identified driver accepted the ride request at the first location within the first time period, enable the token to be utilized by the identified driver at a first entity.

Non-transitory computer readable memory having program instructions stored thereon that when executed by a computer system device cause the computer system to performing operations comprising:

• identify a first location where current or predicted ride requests exceed a first threshold within a first time period;
• use at least driver location information for one or more drivers and a likelihood that a given driver in the one or more drivers will accept a ride request at the first location within the first time period, wherein determining the likelihood that a given identified driver will accept a ride request at the first location within the first time period is based at least in part on traffic conditions on at least a portion of a route to the first location of the given identified driver to identify a driver to satisfy the identified current or predicted ride requests at the first location that exceed the first threshold within the first time period ;
• select a first item of content to present to the identified driver, wherein the first item of content is selected based at least in part on a history of establishments frequented by the identified driver;
• cause the selected first item of content, the selected first item of content associated with a token, to be presented on a first display to the identified driver;
• determine whether the identified driver accepted a ride request at the first location within the first time period;
• and
• at least partly in response to determining that the identified driver accepted the ride request at the first location within the first time period, enable the token to be utilized by the identified driver at a first entity.