Methods, systems, and apparatus, including computer programs stored on computer-readable media, for inline and contextual delivery of content, which may include content selectively determined using private database content. In some implementations, interface data indicating text of a user interface of a electronic device is obtained. A particular term in the text of the user interface of the electronic device is determined to satisfy one or more criteria. Based on determining that the particular term satisfies the one or more criteria, the particular term is annotated to alter the appearance of the particular term in the user interface. After annotating the particular term, user interaction with the annotated term is detected and a card is provided for display in the user interface. The card can include information that corresponds to the term and that was determined using content from a private database for an organization of the user.