12 Programmatic Market Experts Comment Google’s Switch to First-Price Auction
As a publishers’ revenue-optimization company, we asked a few publishers, media agencies and Ad Tech providers one general question: How do you think Google’s switch to a first-price auction model will influence the programmatic market? We received many answers, and you might …
Yield Optimization for First-Price Auction
Simplicity and transparency will never happen. In theory, first-price auctions bring simplicity and transparency. The model assumes that buyers will bid exactly what they perceive as a value of the impression and everyone will be satisfied. The problem is that it will …
What Google’s Shift to First-Price Auction Model Means for Publishers
Google announced that they will be switching to first-price auctions at the end of Q3 of 2019. The first-price auction model is used by many SSPs already, and soon Google will implement it as well on the Ad Manager level. The majority of the programmatic world is …