In March, Google announced it will be moving to a first-price auction model for its publisher exchange and ad server Google Ad Manager by the end of 2019.
Today, Google shared updates on what that transition will look like.
Currently, Ad Manager can run two different auctions for an ad. A second-price, real-time bidding auction runs among Google’s authorized buyers, which could include Google Ads, Display & Video 360 and other demand-side platforms.
That’s followed by a first-price auction, which compares the winning price from the second-price auction with a publisher’s guaranteed and non-guaranteed ad campaigns, as well as bids from Read full story ›
Source: The Drum
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