An application provider device receives, from an online application store, a first online request to provide a first application associated with a first market brand, and a first configuration parameter associated with the first market brand. The first configuration parameter includes information identifying a first information source associated with the first market brand, and first visual elements associated with the first market brand. An unconfigured application is obtained from a codebase. The application is configurable for use with multiple different market brands, and further configurable to use a default information source for obtaining media items. The unconfigured application is customized, based on the first configuration parameter, to generate the requested application by pre-configuring the unconfigured application with the first information source as the default information source, and with the first visual elements.