IDENTIFYING SIMILAR DISPLAY ITEMS FOR POTENTIAL PLACEMENT OF CONTENT ITEMS THEREIN

Apparatus and method for identifying similar publisher display items for potential placement of content items therein. In accordance with some embodiments, a population of publisher display items is provided each adapted to be respectively displayed on a graphical user interface (GUI) of a network accessible device. The display items are sorted into sets of similar display items responsive to user interactions with said display items so that, for each display item in the population, a number of similar display items is associated therewith. A content item is received for potential display in conjunction with the display of a first selected display item in the population of display items. The content item is thereafter displayed in one of the other display items of the set of similar display items associated with the first selected display item.