Patent ID: 8452650

Claim:
A computer-implemented method of providing content, comprising: receiving, by one or more computers, a request for a content item to be presented in an advertisement block of a web property of a publisher, the request including web property characteristics with which a content item is selected in response to the request; determining, by the one or more computers, a minimum price that is required by the publisher for presentation of a content item in the advertising block; selecting, by the one or more computers, a responsive content item from among multiple content items, the responsive content item being selected based on the characteristics of the web property and targeting criteria for the responsive content item; determining, by the one or more computers, that the selected responsive content item has two dynamically selectable presentation formats; identifying, by the one or more computers, a separate bid for each of the dynamically selectable presentation formats, the separate bid for each presentation format specifying a different maximum amount that will be paid for distribution of the responsive content item when formatted according to the presentation format; selecting, from the two dynamically selectable presentation formats and by the one or more computers, a presentation format for the responsive content item, the separate bid for the selected presentation format having a value that meets the minimum price; and providing, in response to the request, data that causes presentation of the responsive content item according to the selected presentation format.