The invention relates to generating a web feed composed of content elements. A number of content elements to be added to the web feed is determined, according to a number of available content elements to be published and according to a predefined visibility period associated with the web feed and defining a minimal time period for which any content element has to remain present in the web feed, wherein the determining of the number of elements comprises estimating a predicted number of new content elements liable to arrive during said visibility period, from historical data of said web feed representing statistics of arrivals, during past visibility periods, of content elements to be published. From the number of available content elements to be published, the determined number of content elements are selected, and entries corresponding to the selected content elements are created in the web feed.