Techniques to facilitate modification of content displayed in a webview embedded into a mobile application are disclosed herein. In at least one implementation, webview modification instructions provided by an application development and optimization platform are received that indicate modified webview content associated with a uniform resource identifier (URI) accessed by the mobile application in the webview. Execution of the mobile application is monitored for an occurrence of an event that triggers loading of the URI in the webview of the mobile application. Responsive to the event, the webview modification instructions are executed to present the modified webview content in the webview of the mobile application.