Patent ID: 8326689

Claim:
A computer-implemented method comprising: a) accepting, with a computer system including one or more computers on a network, from a first advertiser, a per-selection offer that specifies an amount that the first advertiser is willing to pay when an advertisement of the first advertiser is selected by a user; b) accepting, with the computer system, from a second advertiser, a per-impression offer that specifies an amount that the second advertiser is willing to pay when an advertisement of the second advertiser is displayed to the user; c) determining, with the computer system, a first score for the advertisement of the first advertiser using the per-selection offer of the first advertiser and an estimated click-through rate of the advertisement of the first advertiser; d) determining, with the computer system, a second score for the advertisement of the second advertiser using the per-impression offer of the second advertiser; e) comparing, with the computer system, the first score and the second score; f) when the first score is greater than the second score, placing, with the computer system, the advertisement of the first advertiser in a candidate ad spot and charging the first advertiser a first monetary amount only if the advertisement is selected by the user; and g) when the second score is greater than the first score, placing, with the computer system, the advertisement of the second advertiser in the candidate ad spot and, in response to presenting the second advertisement to the user, charging the second advertiser a second monetary amount.