Google Ad Manager adopting first price auctions for programmatic display, video

Data: 2019 m. kovo 07 d.

The decision comes amid industry calls for greater transparency and simplicity in programmatic.


With the aim of simplifying programmatic buying, Google Ad Manager will start transitioningpublisher inventory to a first price auction format.


As the market leader in programmatic, Google Ad Manager’s (formerly DoubleClick) move will have broad implications for the industry, which has been pushing toward first price auctions.


Why you should care

In a first price auction, buyers pay the actual price they bid. Whereas in a second price auction, the winner pays the amount bid by the second place competitor. The second price auction format initially formed the foundation of programmatic ad buying, which was primarily a way for publishers to fulfill their remnant inventory.


Programmatic has since become increasingly complex as the industry and ad tech ecosystem has grown more sophisticated. That complexity has meant it’s harder to for both publishers and advertisers to properly value inventory.


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