1. A computer-implemented method comprising: receiving content items, including text to be displayed on a user's mobile browser; determining whether the mobile browser supports floating text columns; if the mobile device supports floating text columns, determining whether at least some of the text should be displayed vertically on the mobile browser, including determining if non-Latin characters are included in the text; and if the text should be displayed vertically, rotating text characters of at least some of the text to display vertically in a floating text column.