Electronic content, for example, a web page, is configured for display by a web browser application to include content that is not included in or referenced by the web page. The web page includes a first locator for first content. A second locator for second content is associated with the first locator in a database or other memory structure. In response to a request for the web page, the second locator is obtained. Access to the second locator may be secured. The second locator may be swapped with the first locator to cause the web browser application to obtain the second content instead of the first content. In the alternative, the second content may be obtained and provided to the web browser instead of, or in addition to, the first content.