Patent ID: 8706547

Claim:
A computer-implemented method of providing content, comprising: receiving a request for an advertisement, the request including characteristics of an advertisement block in which an advertisement that is selected in response to the request will be presented; determining a minimum price that is required for presentation of an advertisement in the advertisement block; selecting, by a computer, a responsive advertisement from among multiple advertisements, the responsive advertisement being selected based on the characteristics of the advertisement block and targeting criteria for the responsive advertisement; determining, by a computer, that the responsive advertisement has a first dynamically selectable presentation format specifying a first presentation size for the responsive advertisement and a second dynamically selectable presentation format specifying a second presentation size for the responsive advertisement that differs from the first presentation size; identifying, by a computer, a first bid for the first dynamically selectable presentation format and a second bid for the second dynamically selectable presentation format, the first bid specifying a first value that will be paid for distribution of the responsive advertisement at the first presentation size, the second bid specifying a second value that will be paid for distribution of the responsive advertisement at the second presentation size; selecting, from among the first dynamically selectable presentation format and the second dynamically selectable presentation format, a selected presentation format for the responsive advertisement, the selected presentation format being selected based, at least in part, on the bid for the selected presentation format having a value that meets the minimum price; and providing, in response to the request, data that cause presentation of the responsive advertisement according to the selected presentation format.