An optimization system receives a first information item to be placed within a web page that is displayed on a graphical user interface. The optimization system retrieves stored user data about the first information item from a user history database. The optimization system calculates a redundancy value for the first information item, which is a measure of the frequency with which the user has interacted with the first information item in the past. The optimization system compares the redundancy value for the first information item to a predetermined threshold value. When the redundancy value of the information item is greater than or equal to the predetermined threshold value, the optimization system requests a second information item from the information source server. The optimization system receives the second information item and places the second information item on the web page that is displayed on the graphical user interface.