Attribute control for updating digital content in a digital medium environment is described. The digital content is updated by incorporating new digital content components from a service provider system, such as a stock content service, to keep the digital content from seeming stale to client device users. The service provider system controls provision of digital content components based on fixed and variable attributes specified for these digital content components. Initially, the service provider system receives a component request, requesting that the service provider system provide the digital content components for incorporation with the digital content. The component request specifies fixed and variable content attributes for the provided digital content components. A fixed content attribute is an attribute that is to be included in the provided digital content components. In contrast, a variable content attribute is an attribute that is allowed to vary from one provided digital content component to another.