Aspects discussed herein relate to systems, apparatuses, and methods to determine when a user remains engaged or stops paying attention to a content item. In response, a snapshot of the user's activity and environment may be obtained to ascertain the reason the user stopped paying attention. If the user stopped paying attention as a result of being uninterested in the content item, the system may replace the content item, such as an advertisement, with a different content item to regain the user's attention. Further, demographic information and the user's interests may be updated for use in scheduling future content items.