Systems, methods, and computer-readable media are provided for defining personalized entity recommendations during a WYSWYG authoring experience and delivering such personalized entity recommendations. At the time of authoring, a user selects a baseline entity on a webpage where the personalized entity recommendation is to be delivered. A HTML DOM of the selected baseline entity is parsed into a plurality of HTML elements. Entity attributes associated with a recommended entity are mapped to the parsed HTML DOM generating an entity recommendation definition and the entity recommendation definition is presented enabling a user (e.g., a recommendation author) to update, edit, and/or approve the same. At runtime (i.e., at the time an entity recommendation is delivered), the HTML DOM of the selected baseline entity is cloned and the entity recommendation definition is utilized to populate entity attributes associated with the recommended entity into the HTML DOM creating a personalized entity recommendation. The personalized entity recommendation then is delivered to the destination webpage independent of the destination webpage characteristics.