A system and method for providing text summarization for use in Web-based content is presented. Text is determined responsive to an executed query. Phrases within the text are identified, and words within the phrases are marked using matches of the words within the phrases with words of the executed query and/or a format rule. Marked words are placed into the summarized text subject to space restrictions. A system and method for building Web-based advertising creatives is also presented. At least one item description responsive to an executed query is identified and a name is extracted. Marked words are placed into the advertising creative subject to space restrictions.