Techniques and mechanisms described herein facilitate efficient budget pacing. According to various embodiments, a plurality of advertising request opportunities may be received at a communications interface during a time interval divided into a plurality of time periods. The time periods may include a designated time period, and a pacing rate for the designated time period may be determined. Each of the advertising request opportunities may be capable of being purchased to present a respective online advertisement. The pacing rate may designate a portion of the advertising request opportunities received during the designated time period on which to bid. One or more instructions may be transmitted to place a plurality of bids on selected ones of the advertising request opportunities received during the designated time period in accordance with the pacing rate.
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