A system, apparatus, and method is directed to dynamically generating content on the fly based on at least one characteristic of a computing device requesting the content, including a characteristic of a network connection. The invention may receive information from a variety of sources, including a manufacturer of the computing device, a header sent by the computing device, and specific test results performed on computing devices similar to the requesting computing device. The information may include screen size, screen resolution, memory size, browser capabilities, applications supported, and so forth. The network connection information may include bandwidth, delays, degradation, connection type, and so forth. The information may be combined to determine an overall device profile. When a request for content is made, the server may employ the device profile to dynamically format the content and provide it optimized for the computing device.