1. A method comprising: accessing, by a computing device, a network resource model to identify a digital media object in a network resource, the network resource comprising a web page associated with a user and the digital media object previously embedded in the web page by the user, wherein the user is a person; analyzing, by the computing device, meta tags associated with the digital media object; determining, by the computing device, a topic relating to the meta tags; selecting, by the computing device, ad content based on the topic; identifying, by the computing device, data displayed on the web page and surrounding the digital media object within a context of the network resource model; extracting, by the computing device, one or more first terms from the data displayed on the web page and surrounding the digital media object; determining, by the computing device, whether to construct one or more hyperlinks based on formatting parameters associated with the digital media object; and when the formatting parameters associated with the digital media object are above a predetermined threshold: constructing, by the computing device, the one or more hyperlinks based on the one or more first terms and the ad content, the one or more hyperlinks comprising a content embedding entity identifier, the content embedding entity identifier comprising an identification of the user, the content embedding entity identifier in the one or more hyperlinks to allow for determinations of benefits to be shared by entities; and inserting, by the computing device, the one or more hyperlinks into the web page in proximity to the digital media object without affecting the digital media object so that the one or more hyperlinks can be viewed when the web page is viewed.