Abstract: The claimed subject matter provides a system and/or a method that facilitates employing an online auction in which a coupon is fairly administered. An online auction environment that can employ an auction to identify a fair market value of at least one of a good or a portion of a service, wherein the auction can receive at least one bid from a bidder with a coupon and a bidder without a coupon. A randomizer component that can select one of a collection of bidders having coupons or a collection of bidders not having coupons based on a randomizing technique, wherein the online auction environment can identify an auction winner as a highest bidder within the selected collection, the highest bidder provides a highest bid from both the collection of bidders having coupons and the collection of bidders not having coupons.