Document object model (DOM) extraction using a hypertext markup language (HTML) tag identifier is described. A web browser executing on a computing device receives content preference data input via a content preferences menu of the web browser. The web browser adds, to the DOM of an electronic resource, the HTML tag identifier that indicates the content preference data. The web browser renders the electronic resource with the HTML tag identifier. A content server parses the electronic resource rendered by the web browser to identify the HTML tag identifier, and selects the content item corresponding the content preference data indicated by the HTML tag identifier. The web browser receives the content item and renders the content item for display on a display device of the computing device.