Techniques for prefetching operation cost based digital content and digital content with emphasis that overcome the challenges of conventional systems are described. In one example, a computing device may receive digital content representations of digital content from a service provider system, which are displayed on a user interface of the computing device. Thereafter, the computing device may also receive digital content as prefetches having a changed display characteristic as emphasizing a portion of the digital content based on a model trained using machine learning. Alternatively, the computing device may receive digital content as a prefetch based on a model trained using machine learning in which the model addresses a likelihood of conversion of a good or service and an operation cost of providing the digital content. Upon receiving a user input selecting one of the digital content representations, digital content is rendered in the user interface of the computing device.