An advertiser submitting a sponsored ad to a provider can determine aspects of the ad, such as creative elements and bid price, based on a dynamic categorization of an item and/or landing page associated with the ad. An algorithm can be used that utilizes a browse tree for each item to be displayed to a user following a sponsored link, for example, and attempts to find a node in the browse tree that appears at the lowest level in the tree and with a sufficient appearance frequency. When consensus is reached for a node in the browse tree that meets these criteria, a corresponding categorization is determined, which can be used to determine appropriate aspects to be used for the sponsored ad, at least until enough information is obtained such that aspects can be determined independent of the categorization.