Abstract: In one implementation, a computer-implemented method includes receiving a request from a client computing device for an electronic video, and dynamically identifying content to display while the video is played based on one or more content parameters associated with the video that indicate, at least, a type of dynamic content to be identified after the request is received. The method can further include providing the identified dynamic content to the client computing device in a form so that the dynamic content will be displayed on the client computing device in accordance with one or more display parameters that indicate, at least, a time during playback of the video or a location in relation to the video at which the dynamic content is displayed.