A method of handling data requests in a computing system comprising: receiving, at an intermediation server, from a requesting device, a request for one or more items provided by a provider system; generating, at the intermediation server, an intermediate reply comprising data indicative of the one or more items provided by the provider system, wherein the intermediate reply is obtained by a request handler of the intermediation server by retrieving data from either or both of a hosted offer management system and external sources; determining, at the intermediation server, whether the request is eligible for direct distributior; in response to determining that the request is eligible for direct distribution, generating, at the intermediation server, an adjusted reply by: - communicating with the hosted offer management system to receive instructions for adjusting the intermediate reply, the hosted offer management system providing hosted provider object services for the provider system; and - adjusting, at the intermediation server, the intermediate reply based on the instructions; and providing, from the intermediation server, to the requesting device, the adjusted reply in response to the request, wherein the method further comprises: after providing the adjusted reply to the requesting device, receiving, at the intermediation server, from the requesting device, a second request for auxiliary content associated with the one or more items; communicating with the provider system to receive an auxiliary reply containing the auxiliary content associated with the one or more items, the auxiliary reply generated via the provider system communicating with the hosted offer management system, wherein when the request is eligible for direct distribution and the provider system supports direct distribution, the provider system is contacted directly via a direct distribution channel to handle the request, wherein handling the request includes providing the auxiliary content; and providing, from the intermediation server, to the requesting device, the auxiliary reply in response to the second request. receiving, at an intermediation server, from a requesting device, a request for one or more items provided by a provider system; generating, at the intermediation server, an intermediate reply comprising data indicative of the one or more items provided by the provider system, wherein the intermediate reply is obtained by a request handler of the intermediation server by retrieving data from either or both of a hosted offer management system and external sources; determining, at the intermediation server, whether the request is eligible for direct distributior; in response to determining that the request is eligible for direct distribution, generating, at the intermediation server, an adjusted reply by: - communicating with the hosted offer management system to receive instructions for adjusting the intermediate reply, the hosted offer management system providing hosted provider object services for the provider system; and - adjusting, at the intermediation server, the intermediate reply based on the instructions; and - communicating with the hosted offer management system to receive instructions for adjusting the intermediate reply, the hosted offer management system providing hosted provider object services for the provider system; and - adjusting, at the intermediation server, the intermediate reply based on the instructions; and providing, from the intermediation server, to the requesting device, the adjusted reply in response to the request, wherein the method further comprises: after providing the adjusted reply to the requesting device, receiving, at the intermediation server, from the requesting device, a second request for auxiliary content associated with the one or more items; communicating with the provider system to receive an auxiliary reply containing the auxiliary content associated with the one or more items, the auxiliary reply generated via the provider system communicating with the hosted offer management system, wherein when the request is eligible for direct distribution and the provider system supports direct distribution, the provider system is contacted directly via a direct distribution channel to handle the request, wherein handling the request includes providing the auxiliary content; and providing, from the intermediation server, to the requesting device, the auxiliary reply in response to the second request. after providing the adjusted reply to the requesting device, receiving, at the intermediation server, from the requesting device, a second request for auxiliary content associated with the one or more items; communicating with the provider system to receive an auxiliary reply containing the auxiliary content associated with the one or more items, the auxiliary reply generated via the provider system communicating with the hosted offer management system, wherein when the request is eligible for direct distribution and the provider system supports direct distribution, the provider system is contacted directly via a direct distribution channel to handle the request, wherein handling the request includes providing the auxiliary content; and providing, from the intermediation server, to the requesting device, the auxiliary reply in response to the second request.