An online system caps an average amount of subsidy that an ad would receive during the duration of an ad campaign to an average bid price of the ad multiplied by an advertiser subsidy coefficient chosen by the advertiser. For a given impression opportunity, the online system determines a bid price, a user subsidy, and an aggregated subsidy coefficient for an ad. The online system determines the bid price for the ad based on the delivery parameters associated with the ad campaign. The online system determines a user subsidy for the ad based on user interactions with the ad. Furthermore, the online system determines the aggregated subsidy coefficient for the ad based on a ratio between an aggregated subsidy and an aggregated bid price. The amount of subsidy that online system provides to the ad is the user subsidy multiplied by the aggregated subsidy coefficient.
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