Publishers Can No Longer Use the “House” Line Item to Implement Additional Demand Sources with SSPs or AdSense
On 1 May 2020 Google introduced a number of changes relating to line items; the most important of which is that the ‘House” line item can only be used for running auto promotion campaigns; “House: these line items may only be used …
The Impact of First Price Auction on Open Bidding
After the introduction of the First Price model auction, EBDA revenue was reduced with a parallel rate increase. This was due to the First Price auction mechanism, which forced those purchasing through EBDA to bid at a higher price in order to …
Header Bidding in the Era of First-Price Auction
After Google announced its decision to move Ad Manager’s non-guarantee inventory to the model of First-Price Auction, the entire programmatic industry began speculating on the potential repercussions of this decision. Apart from the need for changes in Price Management Strategy and protection …