1. A non-transitory computer-readable medium having instructions stored thereon that, when executed by a processor, cause the processor to control content displayed within a web page, the controlling comprising: at a rules editor module: displaying a graphical user interface to a user; receiving a definition of a rule associated with a web page from the user, the rule comprising one or more conditions and one or more actions, at least one action comprising an instruction to display content within the web page; storing the rule in a data store; and transmitting a deployment command to permit access to the rule; at a transformer module: after receiving the deployment command to permit access to the rule, retrieving the rule associated with the web page from the data store; creating a rule script corresponding to the web page based on the rule associated with the web page, the rule script comprising executable code; and transmitting a notification that the rule script has been created; at a rules server module: after receiving the notification that the rule script has been created, receiving a request from a browser engine contained within the corresponding web page; executing the rule script to generate data based on the request; and transmitting the data generated by the rule script to the browser engine contained within the corresponding web page.