Abstract: In some embodiments, a method selects first content and second content. The first content and the second content are configured to be delivered to clients. First labels are determined for categories for the first content. The first labels are based on an analysis of the first content. Second labels are determined for the categories for the second content. The second labels are based on an analysis of the second content. The method compares the first labels and the second labels to determine scores for the first labels. The scores is based on parameters of a matching tool that is configured to determine a match between instances of content. A weight of a category is used to adjust a score in the scores to generate an adjusted score. The score is for the label that is determined for the category. The method outputs information for the adjusted score and other scores.