Abstract: A method includes receiving, from one or more publishers having an associated inventory of one or more content item slots, (i) a first identifier specified by the one or more publishers and associated with the one or more publishers and (ii) a second identifier specified by the one or more publishers and associated with the inventory of content item slots, wherein the first identifier is associated with a branding tier. The method includes receiving a request for a content item associated with the inventory of content item slots; and in response to the request, performing a content auction, including providing the first identifier, the second identifier, or both, based on the branding tier.