An apparatus is provided for generating rich media ad units. The apparatus may be configured to receive an inventory feed and a feature feed. The inventory feed may include a plurality of product identifiers. The feature feed may include a plurality of features, each of the plurality of features being associated with at least one of the plurality of product identifiers. The apparatus may select, based on consumer metrics, a product identifier from the plurality of product identifiers. The apparatus may generate, based on the consumer metrics, a feature subset including a subset of the plurality of features associated with the product identifier. The apparatus may generate, based on the feature subset, a rich media ad unit. Related methods and apparatuses are also provided.