Embodiments of the present invention relate to the retrieval, serving, and rendering of web content provided from a web content server to a requesting client device, e.g., over a network, based on target latency. A computer-implemented method includes determining, by a web content server, a requesting client device in communication with the web content server, or both, latency-related limitations of the client device. The method also includes determining, by the web content server, the client device, or both, web content needs of the client device based on a web content request from the client device. The method further includes adjusting web content to be displayed at the client device based on the determined latency-related limitations and needs of the client device. At least a portion of the adjusting of web content can occur at the web content server, the client device, or both. Related systems are also presented.