A term to be included in an item is identified. A value of a first parameter of online activity associated with the term is determined. A determination that the value of the first parameter satisfies a first threshold is made and an item that includes the term is generated. The item is forwarded for placement in a medium. After the item has been placed in the medium, one or more search queries including the term are received over a predetermined time period. A value for a second parameter of online activity associated with the one or more search queries is determined. Based on the determined value of the second parameter, a determination that the placement of the item in the medium was effective is made.
