Generating web pages with integrated content

A system for generating a web page that integrates content from different content sources. The system defines a request configured to be transmitted from a consumer application to a producer application. The request is for the producer application to provide content to the consumer application. The system adds additional custom data to the request via a plurality of integration points. The additional custom data is configured to be interpreted by handlers corresponding to the integration points. The system receives content produced by the producer application. The producer application produces the content based upon the request and the additional custom data. The system displays the received content to appear as an integrated whole with other content on a page.