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»second-price auctions

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 //
»
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 //
»
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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