System and method for utilizing a machine learning mechanism to train a category-determination model that is used to predict a category of a website for selecting secondary content for the website. A secondary content request is received for a target website being presented to a user. The category-determination model is employed to determine a category for the target website. A plurality of top shows is then selected for the category, from which a specific show is selected. The secondary content is selected for the target website based on the selected show. And the selected secondary content is presented to the user via the target website.