1. A communication method for establishing a communication between a second party and a respective one of a plurality of first parties, comprising: determining at least one factor associated with each respective first party selected from the group consisting of: a past history of use by the respective first party, wherein the use represented in the past history of use comprises a prior communication interaction with at least one second party, and a user profile of the respective first party; conveying the determined at least one factor associated with each respective first party to a plurality of second parties; receiving a plurality of bids from the plurality of second parties for an opportunity to communicate with a particular first party, after conveyance of the determined at least one factor associated with each respective first party; normalizing, with an automated processor, each respective bid of the plurality of received bids, based on at least both: a value of the respective bid placed by a respective second party for the respective opportunity to communicate with the particular first party, and the determined at least one factor associated with the particular first party, the normalized respective bid representing a value of the communication between a respective second party and the particular first party, distinct from a value of the respective bid; selecting, based on the normalized plurality of received bids, a winning normalized bid; and establishing a communication between the second party having the winning bid and the particular first party.