Adweek: Google Ad Manager to Offer First-Price Auctions, Simplifying Programmatic Buying

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In the early days of programmatic media trading, second-price auctions were the default means of monetizing remnant ad impressions. In December 2017, this was as high as 75 percent of impression share.

However, the dual trends of media buyers spending more and more of their budgets programmatically along with the growing complexity of the wider ad-tech ecosystem means that many buyers find it difficult to properly value such inventory.

This has been prompted by a myriad of opaque practices by middlemen, and as a result, a number of ad exchanges, such as Index Exchange, OpenX and Rubicon Project, have started to offer more straightforward auction mechanics.

Read More at Adweek

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