An e-commerce site has a series of advertisements to display. Links to the ads are stored in a data structure and they are displayed or not based on the value at a bit position in a number. The sequence of ads being displayed at this time can be represented as a binary value, where 1 means the ad is displayed and 0 means it is hidden. The ads should rotate, so on the next page load, ads that are displayed now are hidden and vice versa.

Given a base 10 integer representing the current display state of all ads, determine its binary representation. Starting from the position of its highest order 1 bit, negate that bit and all lower order bits from 0 to 1 or from 1 to 0. Return the base 10 representation of the result.