Web content is provided by a supplier to display the supplier’s products or services. You can plug the content into your website to support your marketing efforts.
You have the option to personalize web content to meet your own busiess/branding/display requirements - for more information, see these articles:
Personalizing Web Plugins (Legacy)
The method you'll use to personalize the content depends on the age of the content. In addition, your supplier decides how extensively they will allow you to change their content.