Abstract: A method for providing advertising services in general media using a pay for performance model is provided. A service provider defines at least one biddable advertisement for presentation in advertising media. A bid amount chargeable to a participating advertiser upon a response to the at least one biddable advertisement is determined, generally by an open auction conducted by the service provider. The biddable advertisement is associated with a participating advertiser based, at least in part, on the bid amount. As responses to the biddable advertisement are received by the service provider, they are provided to the associated participating advertiser and that participating advertiser is charged the bid amount for the response. The advertiser associated with a biddable ad can change in real time based on the auction and association mechanisms used by the service provider, such as a bid weighted rotation which associates the biddable ad to a number of participating advertisers.