22. The computer storage medium of claim 21 , wherein performing the second evaluation process comprises: for the first location of the given electronic document: determining, for each format of each given third-party content, a rank score based, at least in part, on an estimated prominence value attributed the first location, an estimated prominence value for the given third-party content when formatted according to the format, and the normalizer for the format of the given third-party content at the first location; ranking each given third-party content based on the rank score for the given third-party content; and selecting a highest ranking third-party content as the winning third-party content.
21. The computer storage medium of claim 17 , further comprising: for each given third-party content: determining, for each format of the given third-party content, a normalizer for each location of the given electronic document based on a cost of a click when formatted according to the format and presented in the location divided by a cost of a click when presented in the location but not formatted according to the format.