Delay-paced online proxy bidding by providing a counter bid delay value parameter for automatic proxy bidding on behalf of a user in an online auction; automatically checking by an application server a current bid level of the online auction having a plurality of bids from other participants separated in time to form a bidding pace; determining by an application server that any a proxy condition has been met; and placing by an application server computer a counter bid the auction responsive to the proxy conditions being met and a time following or upon the elapse of a counter bid delay from a time of placement of the current bid; wherein the automatic checking, determining and placing counter bids produce a delay paced online proxy bidding according to the counter bid delay value and wherein escalation of the pace of bidding within the auction system is avoided.