3. The method of claim 1 wherein determining when the at least one of the eligible content items is associated with a same brand includes determining that one content item is sponsored by an owner of the brand.
1. A computer-implemented method comprising: receiving a search query; identifying search results responsive to the query, including identifying a first search result in a top set of search results that is associated with a first brand; determining the first brand associated with the first search result; based at least in part on the query, identifying one or more eligible content items for delivery along with the search results responsive to the query; determining a second brand associated with at least one of the eligible content items; comparing the first and second brands, and when the first and second brands are the same, creating a combined content item, the combined content item being a single display unit including at least a portion of the first search result and at least a portion of content from the first eligible content item, wherein the respective portions are less than an entire portion of content and being presented along with other search results responsive to the search query, wherein creating further includes determining content sponsor preferences associated with a content sponsor of the first eligible content item, the content sponsor preferences including one or more specifications for how to combine the first eligible content item with the first search result, and wherein creating further includes generating the combined content item in accordance with the content sponsor preferences; and providing the combined content item as a search result responsive to the request.