7. A method for optimizing content on a topic page, comprising: receiving a query for a topic; identifying a plurality of content modules from anyone of a branded source or an un-branded source that match one or more parameters of the query; computing one or more module performance indicators for each of the identified plurality of content modules for the topic based on the one or more parameters, the module performance indicator defined as a product of weight of each module performance indicator and value associated with the module performance indicator of each of the identified plurality of content modules; generating an aggregate module performance indicator for each of the plurality of content modules; selecting one or more of the content modules from the identified plurality of content modules from anyone of the branded or un-branded sources for rendering on the topic page based on the aggregate module performance indicators associated with each content module for the topic so as to provide optimal content for the query, wherein the topic page includes content modules from just the branded source, just the un-branded source or an aggregate of both the branded source and un branded source, wherein a module performance indicator for each of the one or more content modules is computed by measuring deviation of actual user interaction at the respective content module against an expected user interaction for the content module, wherein the expected user interaction is available at a source of the content module and actual user interaction is obtained from a historical log maintained for the content module.
7. A method for optimizing content on a topic page, comprising: receiving a query for a topic; identifying a plurality of content modules from anyone of a branded source or an un-branded source that match one or more parameters of the query; computing one or more module performance indicators for each of the identified plurality of content modules for the topic based on the one or more parameters, the module performance indicator defined as a product of weight of each module performance indicator and value associated with the module performance indicator of each of the identified plurality of content modules; generating an aggregate module performance indicator for each of the plurality of content modules; selecting one or more of the content modules from the identified plurality of content modules from anyone of the branded or un-branded sources for rendering on the topic page based on the aggregate module performance indicators associated with each content module for the topic so as to provide optimal content for the query, wherein the topic page includes content modules from just the branded source, just the un-branded source or an aggregate of both the branded source and un branded source, wherein a module performance indicator for each of the one or more content modules is computed by measuring deviation of actual user interaction at the respective content module against an expected user interaction for the content module, wherein the expected user interaction is available at a source of the content module and actual user interaction is obtained from a historical log maintained for the content module. 14. The method of claim 7 , wherein measuring deviation of actual user interaction is by measuring previous behavior at the topic page of one or a combination of a current user, a plurality of users with similar demographics as the current user, a plurality of users in the current user's social network and comparing against expected behavior at the topic page.