A single piece of content, e.g., a creative, is delivered to multiple devices through a QAM or multicast communications technique, with each receiving device corresponding to an impression opportunity in some cases. Bidders are provided the opportunity to bid on an individual single impression opportunity basis even when the impression corresponds to a multicast or QAM content delivery method and thus multiple impressions. Because impression opportunity offers and bids are for single impressions the bidder systems need not deal with the technical complexities of multipliers when receiving, considering and placing bids. DSPs are normally used to place bids on single Internet delivered impressions can bid on impression opportunities corresponding to QAM or multicast delivered program content with the system being used to determine the winner of bids handling the complexity of tracking of multiple individual bid wins and eventually determining the winner of an N opportunity deal.