1. A 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 ranks in a search result list for a search term corresponding to a determined display period; maintaining a database including a plurality of search listings, wherein a search listing is associated with a winning bidder for a specified rank in the search result list, the search term, and the determined display period; and generating a search result list to the searcher, the search result list comprising search listings ordered in accordance with respective ranks, for the determined display period.