A system and method for creating a predictive model to select an object from a group of objects that can be associated with a requested web page, wherein a configuration of the requested web page defines a subgroup of one or more selected objects from the group of objects. Exemplary embodiments of the present invention seek to provide novel solutions for determining which content object, taken from a group of content objects, will be best suited for presentation in association with a link on a web page that has been requested by a certain surfer. Each web page can include one or more links to be associated with content objects from the group.For each content object presented over a requested web page, a predictive model with relevant predictive factors is processed such that the predicted objective, the probability of success for example, is calculated. A success is defined as a surfer responding to the presented content. For example, should a surfer select a relevant content object, the probability of the objects that can be presented is calculated. Subsequently, the objects with the highest predictive expected utility are selected to be associated with the links in the web page requested by the surfer.