1. A computer implemented method of generating a search result list substantially in real time in response to a search request from a searcher using a computer network, comprising: auctioning a determined search result list display period through a distributed computer system, wherein the auctioning includes auctioning actual ranking positions in the search result list for a search term for the determined display period, and after the auction closes, winning bidders are guaranteed the actual ranking positions for the search term during the determined display period; maintaining a database, on a storage medium included in the distributed system including a plurality of search listings, wherein a search listing is associated with the winning bidders for the actual ranking positions for the search term and the determined display period; and, generating the search result list and displaying the search result list to the searcher through a display included in the distributed computer system, the search result list comprising the search listings ordered in accordance with the actual ranking positions, for the determined display period.