A programmed method for supplying content includes receiving via a network a request for a first content for use on a device, from a requester; automatically selecting a second content to fulfill the request; and providing the second content to a source of the request. From the point of view of a requester, the programmed method includes requesting via a network a first content for use on a device; and receiving an automatically selected second content to fulfill the request. The device may be a computer, and the content may be software for use on the computer. Selection may be performed in accordance with predetermined criteria, including predetermined rules. Information defining at least one criterion may be received from at least one requester. The criteria may be based on relatedness of the first content and the second content. Generally, the request is fulfilled via a network.