Systems and methods described herein allow multiple actors to cooperatively establish a common pool of funds to be dynamically applied to purchasing online advertising keywords associated with ad units. Participants of the portfolio of advertising keywords and associated ad units may contribute a desired amount, and receive a proportionate amount of traffic, which may be automatically controlled so that output traffic is proportionate. Participants may also contribute to a common pool of funds, and the systems and methods may automatically determine an equitable amount of money each participant should be charged, based on the amount visitor output is driven to the respective participants.