1. A method of providing content comprising: receiving, by a processor, a request for a content item, the processor having access to a plurality of original content items, each of the plurality of content items associated with a bid amount and a plurality of format elements; determining a plurality of augmented content items, each augmented content item including one of the plurality of original content items and at least one format element, each augmented content item associated with an auction score; for each of the augmented content items, normalizing the respective auction score based on a corresponding normalization parameter defined based on a display space size associated with the augmented content item; selecting a first content item based on the normalized auction scores, the first content item associated with a first original content item; identifying a set of content items associated with the first original content item; selecting among the identified set a second content item associated with a highest performance rate among content items in the identified set; and providing to a requesting entity for display the first original content item with any format indicated by any format element in the selected second content item.