Patent ID: 8521584

Claim:
A method performed by data processing apparatus, the method comprising: receiving, from a first content distributor, a first bid specifying a first amount that the first content distributor will pay for distribution of first content in a co-sponsored content item that includes content from another content distributor; receiving, from a second content distributor that is different from the first content distributor, a second bid specifying a second amount that the second content distributor will pay for distribution of second content with in a co-sponsored content item that includes content from another content distributor; generating a co-sponsored content item that includes both the first content and the second content; computing a total bid for the co-sponsored content item that includes the first content and the second content, the total bid being computed based on a function of both the first bid for the first content distributor and the second bid for the second content distributor; receiving a request for a content item to be presented in a presentation slot of a publisher property; selecting, based on an outcome of an auction performed using the total bid as one of a plurality of bids, the co-sponsored content item to be provided for presentation in the presentation slot in response to the request for a content item; and providing data that cause presentation of the co-sponsored content item in the presentation slot of the publisher property.