On every webpage our users visit somewhere on the web one or more frames (or ‘widgets’) are overlayed. Within these widgets new functionality and content which is external to the webpage is imported dynamically. The cobaltbox platform decides automatically which widgets are to appear on a given webpage so that they are relevant to the webpage and to the particular visitor’s profile. The widgets’ exact placement on the webpage is also determined by the cobaltbox platform based on the combined preference of their developers and those viewing them The widgets are marked as cobaltbox-generated in such a way as to balance blending in and standing out.