In one general aspect, a computer-readable storage medium can be configured to store instructions that when executed cause at least one processor of a computer system to perform a process. The process can include receiving from a user account an indicator of a request for an electronic article hosted at an article host, and receiving an indicator of a location within the electronic article targeted for placement of at least a portion of a comment within the electronic article. The process can also include processing, in response to the indicator of the request, a plurality of comments associated with the electronic article and posted via a plurality of user accounts, and placing, based on the processing and before the electronic article is served, at least a portion of a comment from the plurality of comments at the location to customize the electronic article for the user account.