1. A method of identifying a subset of data from a selected web page of a web site for display on a client machine, the method comprising: dynamically generating, at a server machine, one or more instructions for identifying and displaying a candidate subset of data on the client machine; and applying one or more instructions to the selected web page, the instructions defined by at least one of one or more pre-defined criteria defining one or more types of the subset of data associated with the web page and one or more pre-defined confidence intervals for locating the subset of data in accordance with said one or more types on the selected web page, the one or more pre-defined confidence levels based on respective one or more reference locations spatially located on the selected web page; wherein the identifying of the candidate subset of data further comprises: determining a plurality of probable candidate data matching the pre-defined criteria and at least one of the pre-defined confidence intervals; defining a weight for each of the pre-defined confidence intervals to define a relative importance thereof; and ranking the plurality of probable candidate data based upon the weight to determine at least one candidate data from the plurality of probable candidate data.