A processing device and method are disclosed to manage content of a content feed is disclosed. The method can include receiving, from a content provider, media content. The method can also include analyzing the media content to determine targeting information. The method can further include receiving, from a client device, an overlay request requesting a media content overlay, where the overlay request includes a targeting parameter and an overlay parameter. The method can further include comparing the targeting parameter with overlay content stored in an overlay database to determine targeted overlay content. The method can further include retrieving, from the overlay database, the targeted overlay content. The method can further include comparing the overlay parameter with the targeted overlay content to identify an overlay configuration of the targeted overlay content. The method can further include delivering, to the client device, the targeted overlay content within the overlay configuration.