News

March Mini Buzz

Google Switches to First Party Auction
What’s the lowdown?

Later this year, Google Ad Manager aims to shift 100% of their inventory to First Party Auction. This means that they will also be doing away with Last Look, but maintaining Second Price Auctions across their other properties (YouTube, Google Search, AdSense for Search and others).

What does this mean for you?

This means that what you bid, is what you pay. To guide their bidding and ensure that they do not overpay, buyers can use bid shading algorithms, an estimated median of historical and current bidding value.

Our thoughts?

This will allow buyers to accurately measure, plan and optimize the value of each impression. Instead of trying to game an opaque auction for CPM bids, buyers can focus on optimizing strategy, content and audience. With transparent, First Party Auctions, bid shading becomes crucial to driving performance. When employed properly, this can increase win rate across the most valuable impressions.

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