1. A computer-implemented method executed by one or more computing devices for protecting dynamic content in a system for managing use of the content in accordance with usage rights associated with the content, the method comprising: receiving, by at least one of the one or more computing devices, a request from a user device associated with a content consumer for access to content that dynamically changes, wherein the content is stored on a server; determining, by at least one of the one or more computing devices, where the request for access to the content comes from; gathering, by at least one of the one or more computing devices, information from at least one source to build the content in accordance with the request; mapping, by at least one of the one or more computing devices, the content to one or more usage rights, wherein at least one of the one or more usage rights is selected based at least in part on the characteristics of the request and the determination of where the request for access to the content came from; sending, by at least one of the one or more computing devices, a reply including at least one of the one or more usage rights to the user device associated with the content consumer; and permitting, by at least one of the one or more computing devices, use of the content based on at least one of the one or more usage rights under control of a security module for enforcing usage rights.