A method and medium are provided for augmenting content to be communicated to a user. The method can include receiving original content from a server; determining the extent to which augmentative content should be provided; determining contextually relevant augmentative content to be provided based, at least in part, on click-stream data associated with the user and other attributes associated with the user; augmenting the original content with the augmentative content; and communicating the augmented content to the user.