Among other disclosed subject matter, a computer-implemented method that includes receiving content items, including text to be displayed on a user's mobile browser. The method also includes determining whether the mobile browser supports floating text columns. The method also includes determining whether at least some of the text should be displayed vertically on the mobile browser, including determining if non-Latin characters are included in the text if the mobile device supports floating text columns. The method also includes rotating text characters of at least some of the text to display vertically in a floating text column, if the text should be displayed vertically.