AUTOMATICALLY GENERATING ADS AND AD-SERVING INDEX

Advertiser repository information (e.g., a list of HTML pages) may be used to automatically generate a page-ad and associated ad information for each page using a subset of features of the page. Subsequently, a page-ad index for all pages from different advertisers may be created. After creating a page-ad index, if a client issues a query (e.g., from a search engine), candidate page-ads may be selected using the page-ads index. If necessary (e.g., if there are more candidate page-ads than requested ads), the candidate page-ads may be entered into an arbitration (e.g., auction). Then, the arbitration may determine a set of one or more winning page-ads to be served for rendering.