13. One or more non-transitory computer readable media having instructions stored thereon that, when executed by an apparatus, cause the apparatus to: receive a first transmission comprising data from a first content provider and a second transmission comprising data from a second content provider; determine a first context for a first message to be transmitted from the apparatus to a consumer computing device, wherein the first context defines a meaning of first payload data included in the first message; generate a first message, wherein the first message is structured according to: a transport layer defining one or more interaction paradigms for categorizing interactions and defining a plurality of message types, wherein each message type of the plurality of message types includes a set of attributes that comprises at least a message attribute and a transport attribute; a data layer defining one or more data formats, wherein the plurality of message types include first payload data formatted according to at least one of the one or more data formats; and a first domain message layer that defines a first set of the plurality of message types used to generate messages between the consumer computing device and the apparatus for the first context; send the first message to the consumer computing device; determine a second context different from the first context for a second message to be transmitted from the apparatus to the consumer computing device, wherein the second context defines a meaning of second payload data included in the second message; generate a second message, wherein the second message is structured according to the transport layer, the data layer, and a second domain message layer that defines, for the second context, a second set of the plurality of message types different from the first set of the plurality of message types; and send the second message to the consumer computing device, wherein the first domain message layer includes the item type model and a content definition model, wherein the content definition model defines at least one of a field meaning or a field relationship for a field used by the item type model.
13. One or more non-transitory computer readable media having instructions stored thereon that, when executed by an apparatus, cause the apparatus to: receive a first transmission comprising data from a first content provider and a second transmission comprising data from a second content provider; determine a first context for a first message to be transmitted from the apparatus to a consumer computing device, wherein the first context defines a meaning of first payload data included in the first message; generate a first message, wherein the first message is structured according to: a transport layer defining one or more interaction paradigms for categorizing interactions and defining a plurality of message types, wherein each message type of the plurality of message types includes a set of attributes that comprises at least a message attribute and a transport attribute; a data layer defining one or more data formats, wherein the plurality of message types include first payload data formatted according to at least one of the one or more data formats; and a first domain message layer that defines a first set of the plurality of message types used to generate messages between the consumer computing device and the apparatus for the first context; send the first message to the consumer computing device; determine a second context different from the first context for a second message to be transmitted from the apparatus to the consumer computing device, wherein the second context defines a meaning of second payload data included in the second message; generate a second message, wherein the second message is structured according to the transport layer, the data layer, and a second domain message layer that defines, for the second context, a second set of the plurality of message types different from the first set of the plurality of message types; and send the second message to the consumer computing device, wherein the first domain message layer includes the item type model and a content definition model, wherein the content definition model defines at least one of a field meaning or a field relationship for a field used by the item type model. 18. The non-transitory computer readable media of claim 13 , having additional instructions stored thereon that, when executed by the apparatus, cause the apparatus to: generate a data stream between the apparatus and the consumer computing device, wherein the second message comprises a refresh message or an update message having the second payload data, wherein the second payload data is configured to modify the first payload data, and wherein the second message is sent to the consumer computing device after the data stream is generated.