By Jessica Goodfellow

Rubicon is trailing technology that will employ a ‘dual auction model’ in a shift from its historic preference for second-price auctions, a move its newly installed leadership hopes will galvanize their turnaround strategy by ushering a more transparent market place.

The programme will see the adtech outfit use machine learning to determine the value of ad requests and then automatically select what type of auction is appropriate for each ad impression.

The new auction dynamic has been dubbed “Modified First Price”, and will be offered in conjunction with its “Modified Second Price” model, with the adtech outfit emphasising to clients how the Read full story ›

Source: The Drum