7. The system of claim 1 , wherein the distributed computing system determines, for each format of each 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.
7. The system of claim 1 , wherein the distributed computing system determines, for each format of each 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. 9. The system of claim 7 , wherein the distributed computing system automatically determines a price to be paid for distribution of the winning third-party content, after performing the second evaluation process and selecting the format of the winning third-party content, based on a function of a cost of user interaction when the winning third-party content is presented in the first location and according to the selected format and a cost of a user interaction when the winning third-party content is presented in the first location but not formatted according to the selected format.