Abstract: Discounting costs for conversions comprises an advertisement distribution system employing a server configured to receive a bid from an advertisement purchaser, the bid comprising an amount of funds the advertisement purchaser is willing to pay for an action of a user. The system identifies a first request associated with a first advertisement spot and determines an expected value for each of one or more prospective advertisements. The particular advertisement is selected for the advertisement spot based on having the highest expected value for the first request. The system facilitates the distributing the particular advertisement and may facilitate the distributing the advertisement in connection with a second request. If the system receives an indication that the action has been taken, the system discounts a cost associated with the action based on the lowest bid at which the particular advertisement could have still been selected in connection with the requests.