Systems and methods are disclosed for executing an online auction of diverse online advertisements. One method includes receiving inventory information for serving ads on a publisher web page, the inventory information including at least a first ad configuration different from a second ad configuration, each of the first and second ad configurations defining one or both of an ad size and an ad attribute; receiving or generating a plurality of ad bids to serve ads in the first ad configuration and to serve ads in the second ad configuration; and awarding impressions to one or both of the bids to serve ads in the first ad configuration and the second ad configuration, in a proportion based at least in part on a revenue amount associated with the bids to serve ads in the first ad configuration and bids to serve ads in the second ad configuration.