A computer system dynamically generates pricing data, such as bid floor prices and/or bid prices, for advertisement placement opportunities based on attributes of inventory sources (e.g., televisions and computers) and of the environment associated with the instance of viewership for delivery of advertisements to those advertisement placement opportunities. An example of such attributes are attributes of the content currently being delivered by the inventory sources. The computer system enables such pricing data to more accurately reflect the value of the environment for placing advertisements.
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