As provided herein, a primary content provider (e.g., a book retailer) may present a campaign for a product (e.g., a novel), comprising non-published content and a keyword (e.g., the novel title), to a permitted content provider (e.g., the publisher of the novel). The permitted content provider may be presented with an option to bid on the keyword. Responsive to the bid being accepted by the primary content provider, a cumulative bid is determined based upon an accumulation of an existing bid from the primary content provider and the bid. The non-published content, but not second non-published content of a second primary content provider, may be selected to be provided to a user based upon the cumulative bid exceeding a second bid for the keyword by the second primary content provider. In this way, content that may be relevant to the user may be identified and provided to the user.