This specification describes technologies relating to content presentation. In general, a computer-implemented system and method is disclosed for providing an incentive to a content provider network to submit multiple bids. One or more processors executing code receive from a computing device associated with a first content provider network a first bid and a second bid. A third bid is received from a computing device associated with a second content provider network. The first bid is determined to be a winning bid based on the first bid being higher than the second bid and the third bid. A first calculation is made of a first amount to charge a first content provider associated with the winning bid, wherein the first amount is less than the amount of the first bid. A second calculation is made of a second amount to pay the first content provider network for providing the first bid and the second bid, wherein the second amount is less than the first amount.