Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for optimizing digital components. In one aspect, the system includes a digital component server that identifies a digital component to be presented in an electronic document. The system also includes a digital component distribution server that interacts with the digital component server to determine that the electronic document includes a particular item that identifies a same entity as the digital component that was identified to be presented in the electronic document. The system combines at least a portion of the digital component with content from the particular item to form an optimized digital component. The optimized digital component is integrated into the electronic document rather than presenting either of the particular item or the digital component individually.