A system and method for ensuring that a web browser displays the highest ranked image format possible for an image is provided. In response to a request from a web browser for a dynamic web page, computer-executable code is integrated with the dynamic web page. The computer-executable code is programmed to determine web browser configuration information and request an image according to a set of image formats which are ranked according to ranking criteria and the web browser configuration information. The modified dynamic web page is sent to the web browser. A request for an image is received from the web browser which executes the computer-executable code. The image request identifies the image format for the image selected. The requested image is generated according to the indicated image format and sent to the web browser for display.