Systems and methods are described herein for selecting supplemental content for a viewer based on supplemental-content analytics for the view. Supplemental-content analytics are generated for the viewer based on historical viewer interactions with previously provided supplemental content by the viewer. While content is being provided to the viewer, a determination is made to pause the content and provide supplemental content to the viewer. The supplemental content is then selected and provided to the viewer based on the supplemental-content analytics for the viewer.