Resource locator remarketing

A system comprising:

• a data processing apparatus;
• and
• a data store storing instructions that, when executed by the data processing apparatus, cause the data processing apparatus to perform operations comprising:
• receiving resource locator data generated by code embedded in a resource, the resource locator data specifying a resource that was visited by a user device identified by a device identifier;
• identifying a content feed associated with a publisher of the resource;
• identifying one or more regular expressions that control distribution of content items identified in the content feed, each regular expression specifying a set of matching character strings that control eligibility of content items to be provided to user devices that submitted resource locator data matching one of the one or more regular expressions;
• identifying, from the identified one or more regular expressions, a first matching regular expression that matches the resource locator data generated by the code;
• selecting a content item that is eligible for distribution based on the identification of the first matching regular expression;
• and
• providing data that causes presentation of the selected content item to the user device.

A non-transitory computer readable medium comprising instructions that, when executed by a data processing apparatus, cause the data processing apparatus to perform operations comprising:

• receiving resource locator data generated by code embedded in a resource, the resource locator data specifying a resource that was visited by a user device identified by a device identifier;
• identifying a content feed associated with a publisher of the resource;
• identifying one or more regular expressions that control distribution of content items identified in the content feed, each regular expression specifying a set of matching character strings that control eligibility of content items to be provided to user devices that submitted resource locator data matching one of the one or more regular expressions;
• identifying, from the identified one or more regular expressions, a first matching regular expression that matches the resource locator data generated by the code;
• selecting a content item that is eligible for distribution based on the identification of the first matching regular expression;
• and
• providing data that causes presentation of the selected content item to the user device.