Techniques are provided that include obtaining a Document Object Model of an HTML document, such as a web page of a publisher. Elements of the Document object model may be identified that are associated with native advertisement placement candidate containers. Based at least in part on analysis associated with the Document Object Model, and utilizing at least some of the identified elements, one or more native advertisement placement candidate containers may be determined. Some techniques may utilize, in the analysis, identification of one or more secondary source HTML documents associated with a primary HTML document, and may identify, within the secondary source HTML document(s), content associated with native advertisement placement candidate containers of the primary HTML document(s).