8. A system, comprising: at least one computing device; and at least one application executed in the at least one computing device, wherein when executed the at least one application causes the at least one computing device to at least: generate a set of search results by executing a search based at least in part on a search query received from a user; select a subset of a plurality of supplemental content providers based at least in part on a compatibility rule provided by the at least one application that defines compatibility between supplemental content from a first supplemental content provider and supplemental content from a second supplemental content provider as permission to be rendered together in a search results page, wherein selecting the subset of the plurality of supplemental content providers is further based at least in part on a blending of a corresponding immediate monetary value with a corresponding downstream business value; and generate the search results page configured to present supplemental content from the subset of the plurality of supplemental content providers and at least a portion of the set of search results.
14. The system of claim 8 , wherein the compatibility rule further defines compatibility between the supplemental content from the first supplemental content provider and the supplemental content from the second supplemental content provider as permission to be rendered together in the search results page only when the supplemental content from the first supplemental content provider is not rendered within a certain distance in the search results page from the supplemental content from the second supplemental content provider.