1. A computer-implemented method, comprising: receiving, at a computing device, one or more records of events in which an object appeared in one or more web pages and was selected or not selected; storing, in a success database, one or more records of events in which the object appeared in the one or more web pages and was selected; storing, in a failure database, one or more records of events in which the object appeared in the one or more web pages and was not selected; combining records of events from the success database and the failure database into a combined database, wherein the combined database includes predictive information retrieved from one or more requests for the one or more web pages; determining one or more predictive factors for the object, wherein the one or more predictive factors are determined using the records from the combined database and the predictive information; and generating a predictive model for the object using the one or more predictive factors, wherein a separate predictive model is generated for each object in a plurality of objects, wherein each predictive model is independent of other predictive models, wherein a predictive model includes predictive factors, wherein the predictive factors are used to calculate a predictive value, and wherein a predictive value corresponds to a likelihood that an object will be selected when presented in a configuration of a web page.