Combining content with a search result

A computer-implemented method comprising:

• receiving a search query;
• determining that a search result responsive to the search query and a content item that is eligible to be presented with the search result both include content referring to a same brand;
• in response to determining that the search result and the content item both refer to the same brand, combining a portion of the search result and a portion of the content item into a single display unit, wherein the respective portions are less than an entire portion of content, and wherein the combination is performed based, at least in part, on content sponsor preferences for how to combine the portion of the search result with the portion of the content item;
• and
• providing the single display unit as a search result responsive to the search query.

A non-transitory computer storage medium encoded with instructions that when executed by a distributed computing system cause the distributed computing system to perform operations comprising:

• receiving a search query;
• determining that a search result responsive to the search query and a content item that is eligible to be presented with the search result both include content referring to a same brand;
• in response to determining that the search result and the content item both refer to the same brand, combining a portion of the search result and a portion of the content item into a single display unit, wherein the respective portions are less than an entire portion of content, and wherein the combination is performed based, at least in part, on content sponsor preferences for how to combine the portion of the search result with the portion of the content item;
• and
• providing the single display unit as a search result responsive to the search query.

A system comprising:

• one or more processors;
• and
• one or more memory elements including instructions that, when executed, cause the one or more processors to:
• receive a search query;
• determine that a search result responsive to the search query and a content item that is eligible to be presented with the search result both include content referring to a same brand;
• in response to determining that the search result and the content item both refer to the same brand, combine a portion of the search result and a portion of the content item into a single display unit, wherein the respective portions are less than an entire portion of content, and wherein the combination is performed based, at least in part, on content sponsor preferences for how to combine the portion of the search result with the portion of the content item;
• and
• provide the single display unit as a search result responsive to the search query.