Promoting content

A computer-implemented method comprising:

• receiving, using one or more processors, a request for content, wherein the content is of a form of an advertisement;
• identifying an eligible advertisement from an inventory of advertisements;
• receiving a creative associated with the eligible advertisement wherein the creative includes a title, at least one line of additional text and optionally a reference portion;
• determining a portion of text from the at least one line of additional text to promote into the title including a portion beginning with text at a beginning of a first of the at least one line of additional text, wherein determining includes evaluating the at least one line of additional text to identify the portion;
• promoting, using the one or more processors, the portion of text into the title;
• adjusting a remainder of the creative based on the promoted portion;
• and
• providing the advertisement responsive to the request including providing the creative including the title with the promoted portion.

A computer-implemented method comprising:

• receiving a creative associated with an advertisement wherein the creative includes a title, and one or more lines of text including a second line of text and optionally a reference portion;
• determining, using one or more processors, when the second line of text can be promoted into the title including determining when the second line of text constitutes a sentence by evaluating the text included in the one or more lines of text;
• promoting, using the one or more processors, the second line of text into the title when the second line of text constitutes a sentence including modifying the title to append the second line of text to the title;
• and
• providing the creative including the title with the promoted second line of text.

A content management system including:

• an identification engine that identifies a content item for processing, the content item including a title portion, a body portion and optionally a reference portion, wherein the title portion constitutes a first line of text, and the body portion includes second and third lines of text;
• an evaluation engine that evaluates the body portion, including determining when the body portion includes one or more words that can be added to the title portion, wherein evaluating the body portion includes evaluating either or both of the second and the third line of text to identify the one or more words;
• a promotion engine that promotes the one or more words into the title portion;
• and
• a request handler for providing the content item in response to a request for content by the user.