Methods for gaining profit of a sponsored keyword auctioneer are described herein. The method begins with holding a local keyword auction, and receiving bids for it, wherein each bid is for the right to display one advertisement associated with the bid in response to the bid being allocated along with one keyword. Bid for the same keyword at other auctions are placed. Once the bidders of the local keyword auction to adjust bids, the bid at the external auction is changed by utilizing a forward looking Nash equilibrium response function.