Systems and methods for providing modular configurable creative units for delivery via intext advertising

A system for creating a unit type for display on a web page responsive to a keyword on the web page, the system comprising:

• a processor executing a development tool, the development tool identifying a unit type template for creating a unit type, the unit type comprising a tooltip for augmenting a keyword on a web page;
• a media block component selectable by a user via the development tool to add to the unit type;
• a design layout in the development tool for placing the media block component in a location within the unit type;
• and
• a unit type generator for generating script code to define the layout of the unit type as a set of cells and rows within a predetermined sized container, the media block component placed in a cell and a row of the set of cells and rows, the script code providing execution direction to a browser for (i) rendering media of the media block component while displaying the unit type, and (ii) dynamically determining, for each of a plurality of instances of the keyword located on the web page, a position of a tail of the tooltip, and a location for the tooltip to overlay an existing portion of the web page, at the time of display of the tooltip by the browser, the location of the tooltip selected from a plurality of pre-determined locations relative to a location of the instance, and selected based on a plurality of regions of the web page each assigned a weight value for prioritizing avoidance of the plurality of regions by the tooltip.