second price auction

First-price auctions are coming to Google AdSense. The change will go into effect later this year, Google shared in a blog post on Thursday. Google Ad Manager and AdMob have already switched to a first-price auction. Though not nearly as momentous as when Google flipped the switch for Ad Manager, the AdSense change signals that […]

Today’s column is in response to “Second-Guessing the Second-Price Auction Model” and written by Andrew Casale, VP of Strategy, Casale Media. I am not an advocate of dynamic floors. Nor do I think switching RTB to first price auctions is likely to happen. Every auction that publishers have run on our platform, to date, has […]