Users consume media in a variety of ways. Media may be consumed primarily for the audio, primarily for the video, or for a combination of the audio and the video. The selection and serving of a content item may be performed such that a content item profile of the served content item that matches how the media is being consumed may be preferred during selection by a content selection service. The selection of a content item by the content selection service may be based on an aggregate view profile for the media and a content item profile for a candidate content item. In some instances, a current view profile may also be used. The selected content item may be served to effect presentation of the selected content item with the media.