Customizing WordPress oEmbed Content

WordPress makes it very easy to embed content. For example, you can grab a YouTube URL, drop it into the post editor, and automatically see a video embedded in your post. This is all powered by oEmbed, an open standard for how a page should provide embed code data.

WordPress relies on this standard in order to fetch and display a provided URL. While WordPress has long been able to consume oEmbed providers like YouTube, with the inclusion of the WP-API in WordPress 4.4, WordPress can now function as an oEmbed provider. This means other sites can embed your WordPress content on their sites as easily as you can currently embed videos as mentioned in the example above.

The new oEmbed provider functionality leverages the WP-API to return JSON or XML structured embed data to oEmbed consumers, giving them the information they need to embed the page on their own. Like everything in WordPress, the oEmbed provider functionality is easily modifiable with actions and filters. Let’s take a look at how we can use these hooks to embed a custom post type.

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Source: Sitepoint