An optimization engine embodied in an apparatus or a method is configured to control delivering content from a content source provider to a content user (UE) in a telecommunication network, by select a scenario from a plurality of possible scenarios, for delivering the content to the content user. The scenario is selected taking into consideration one or more of a viewer abandonment rate, a time of day, a UE's battery energy consumption associated with each of the possible scenarios, an amount of network signaling associated with each of the possible scenarios, preferences of the content provider, preferences of the content user, a type of the content to be delivered and a current network load.