Computer-readable media and a computer system for correcting bid estimates that are calculated from stored data encompassing an incumbent customer's participation in a keyword auction are provided. Initially, input criteria is received, which includes customer-history data and a candidate position, within a ranking of incumbent customers competing to display an advertisement, that is attractive to the incumbent customer. A corrected rank model of the competing incumbent customers' ranking is generated, which effectively discounts the stored data related to the incumbent content provider. The corrected rank model is utilized to predict an adjusted average position of the incumbent content provider, within the ranking of the competing incumbent customers, without physically extracting stored data associated therewith. A corrected price model that ignores the influence of the incumbent customer's participation in the advertising auction is then constructed. This corrected price model and the candidate position facilitate predicting the corrected bid estimate.