Techniques are described for facilitating bidding on images. The techniques may include receiving bids includes presenting a first image and a bid associated with the first image. The first image is similar to a second image for which a bid is to be submitted for presenting sponsored content based on the second image. A bid is received for presenting a sponsored-content item based on the second image. The received bid is stored in association with second image and a sponsored-content item based to be presented based on the bid and the second image.