Methods and apparatus for ordering advertisements based on performance information and price information

Apparatus comprising:

• a) at least one processor;
• and
• b) at least one storage device storing instructions, which when executed by the at least one processor, cause the at least one processor to perform a method including
• 1) accepting an ad request, the ad request being associated with a document with which the ads are to be rendered,
• 2) determining a plurality of candidate ads using
• i) targeting information associated with ads, and
• ii) at least one of (A) content of the document, or (B) a category of the document,
• 3) accepting performance information and performance information for each of the plurality of candidate ads,
• 4) ordering at least some of the plurality of candidate ads using both the price information and the performance information, to generate a set of ordered ads, and
• 5) serving the set of ordered ads to induce presentation of the set of ordered ads to a user.