1. A computer-implemented method comprising: receiving a search query; identifying search results responsive to the query including a first search result in a top set of search results wherein the first search result is associated with a first entity; determining the first entity associated with the first search result; identifying a first eligible content item based on the search results for presentation along with the search results, the first eligible content item being associated with a second entity; determining a second entity associated with the first eligible content item; comparing the first and second entities, and when the first and second entities 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; augmenting the combined content item including: identifying one or more entities related to the first entity; identifying one or more content items from an inventory of content items that are associated with the one or more identified related entities; selecting at least one of the identified one or more content items based on a selection criteria; and using content from the selected at least one identified one or more content items to augment the combined content item in accordance with the content sponsor preferences; and providing the augmented content item as a search result for display with the other search results responsive to the search query.
1. A computer-implemented method comprising: receiving a search query; identifying search results responsive to the query including a first search result in a top set of search results wherein the first search result is associated with a first entity; determining the first entity associated with the first search result; identifying a first eligible content item based on the search results for presentation along with the search results, the first eligible content item being associated with a second entity; determining a second entity associated with the first eligible content item; comparing the first and second entities, and when the first and second entities 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; augmenting the combined content item including: identifying one or more entities related to the first entity; identifying one or more content items from an inventory of content items that are associated with the one or more identified related entities; selecting at least one of the identified one or more content items based on a selection criteria; and using content from the selected at least one identified one or more content items to augment the combined content item in accordance with the content sponsor preferences; and providing the augmented content item as a search result for display with the other search results responsive to the search query. 9. The method of claim 1 wherein augmenting includes adding a link to a landing page associated with the one or more content items.