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»first-price auctions

Hulu Moves To First-Price Auctions For Its OTT Inventory

Hulu will switch to a first-price auction for its programmatic private marketplace next week. The streaming service told advertisers and tech partners of the shift in an email sent on Monday. All the DSP partners in Hulu’s invite-only private marketplace will be certified to bid under the new auction terms. Not all of Hulu’s inventory... Continue reading »
by James Hercher // October 9th, 2019 //
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Google’s New Sell-Side Chief Jason Bigler Plans To Open The Black Box

Jason Bigler, who has headed up Google’s sell-side business since April following Jonathan Bellack’s exit, wants publishers to know that Google Ad Manager isn’t going to be a black box anymore. Bigler will prioritize sharing more information with publishers about the Google Ad Manager team’s decision-making process. “With every change we make, we are providing... Continue reading »
by Sarah Sluis // July 11th, 2019 //
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What Buyers Must Know About Google’s Auction Updates: A Publisher’s Perspective

“The Sell Sider” is a column written by the sell side of the digital media community. Today's column is written by Rachel Parkin, senior vice president of strategy and sales at CafeMedia. There has been a lot of noise about the upcoming updates to Google’s auction dynamics, including the practical details of what’s changing and... Continue reading »
by AdExchanger // June 14th, 2019 //
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Auction Theory Ph.D.s Share Five Things Buyers And Sellers Should Keep In Mind For First-Price Auctions

As all online advertising exchanges – including Google – switch to a first-price auction format, marketers and publishers can trust they will be run fairly. The auction type ensures that the exchanges, acting as the auctioneers, have no incentive to cheat. “First-price auctions wipe out a lot of ways auctioneers would be tempted to bend... Continue reading »
by Sarah Sluis // March 22nd, 2019 //
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Everything You Need To Know About Bid Shading

Bid shading is a technique buyers use in first-price auctions to avoid paying too much, and its importance has increased as every major exchange has switched over to a first-price auction. “Bid shading uses an aggregated view of the market to avoid overpaying,” said Matthew McIntyre, head of programmatic EMEA for Essence. “DSPs or exchanges... Continue reading »
by Sarah Sluis // March 15th, 2019 //
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Google Switches To First-Price Auction

Google will move to first-price auctions for Google Ad Manager, its publisher exchange and ad server, by the end of 2019. At that time, it will also run a single, unified auction and remove last look, ceding a key advantage Google held in a second-price world. Google Ad Manager will be the last major exchange... Continue reading »
by Sarah Sluis // March 6th, 2019 //
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Hearts & Science Calls To Replace First-Price Auction With Reformed Second-Price Model

The switch to first-price auctions last year is causing programmatic buyers to pay more, according to research from media agency Hearts & Science. In one test, a first-price auction drove CPMs up by more than 50%. The Omnicom agency wants programmatic to create “clean” second-price auctions to remove the premium that buyers pay. It doesn’t... Continue reading »
by Sarah Sluis // October 15th, 2018 //
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Big Changes Coming To Auctions, As Exchanges Roll The Dice On First-Price

The second-price auction is crumbling. All the major exchanges/SSPs – with the exception of Google AdX – are rolling out or are deep in experiments with first-price header bidding auctions. The tests vary in aggressiveness and scope from exchange to exchange, with AppNexus, Index Exchange and OpenX leading the charge, and with visions of much... Continue reading »
by Sarah Sluis // September 5th, 2017 //
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