1. A method for selecting personalized content for a group of users, the method being performed by an evaluation tool instantiated on a first computing device, the method comprising: creating a plurality of content selection rules associated with the group of users to find content items; generating a content selection algorithm based on the plurality of content selection rules to determine which content items to present to the group of users, the generating of the content selection algorithm including assigning an initial weight to each content selection rule of the plurality of content selection rules, each respective initial weight determining a contribution of the corresponding content selection rule in determining which content items to present to the group of users; identifying multiple content items using the content selection algorithm; filtering the identified multiple content items based on respective initial weights of one or more of the plurality of content selection rules associated with the group of users; accessing, using the content selection algorithm, a first content item based on the filtering of the identified multiple content items, the first content item accessed from a second computing device; presenting the first content item to the group of users; monitoring interaction by the group of users with the first content item; modifying the content selection algorithm based on the monitored interaction by the group of users, the modifying of the content selection algorithm including assigning a new weight to at least one content selection rule of the plurality of content selection rules; accessing a second content item using the modified content selection algorithm, the second content item accessed from the second computing device; and presenting the second content item to the group of users.