A method for creating a dynamic element in content performed by a dynamic element management system is disclosed. The method includes receiving a content request for the dynamic element from a client device, the content request comprising a uniform resource locator (URL) of an external data source from which to retrieve content for the dynamic element; identifying the data source based on the URL; forwarding the content request to the identified data source; receiving metadata corresponding to the content hosted by the data source; and forwarding the metadata to the client device for display in a dynamic element placeholder on the client device.