Abstract: The technology comprises a server configured to distribute content items for display. The server is configured to receive a content item to be displayed in conjunction with one or more electronic documents on user computing devices, the content item being associated with one or more keywords, and a request to serve a content item in connection with an electronic document, the request comprising one or more keyword search terms associated with a search query. The server determines that the one or more keyword search terms comprises a specific keyword associated with the content item based on a comparison of the one or more keyword search terms to one or more keywords associated with the content item. Based on the determination that the keyword search terms comprise the specific keyword, the server provides the content item to the user computing device to display in conjunction with the electronic document.

Abstract: The technology comprises a server configured to create content items based on received template data. The server is configured to receive a request from a content provider to create a content item associated with a product to be displayed in conjunction with electronic documents on user computing devices. The server receives a request to serve a content item comprising one or more keyword search terms associated with a search query. The server receives a content item template and data related to the product. The server selects at least one item of data to include in the content item based on conditions of the request and creates the content item based on the selected at least one item of data. The server provides the content item to the user computing device to display in conjunction with the electronic document.

Abstract: Identifying an advertisement template including a placeholder; identifying rules for creating or identifying content for the placeholder; using the rules and the advertisement template, determining content for the placeholder; and, using the content, creating an advertisement.