1. One or more computer storage media devices comprising computer-executable instructions embodied thereon that, when executed by one or more processors of a computing device, cause a computing system to perform: receiving, utilizing a first computer process, a request for a contextual display advertisement to be provided to a page; merging, utilizing a second computer process, one of a plurality of advertisement bodies with one of a plurality of base contents to form an unprocessed advertisement, wherein the unprocessed advertisement contextually relates to the page; and adjusting, utilizing a third computer process, visual characteristics of the unprocessed advertisement to provide congruity between the page and the unprocessed advertisement to create a contextual-display advertisement, wherein the first, second, and third computer processes are executed by one or more computing devices.