Auction mechanisms used by many supply-side platforms (SSPs) are changing. Recently, SSPs have been pushing first price auctions on publishers so that the SSP bid on the inventory can be more competitive against other header bidders and, ultimately, Google ADXs bid in the final auction.
While many SSPs are saying this move is being done in the interest of transparency for buyers, its clear that there are several other reasons for pushing the change. Regardless of the reason, publishers making the move (or being forced to make the move) should make sure they are aware of the repercussions and adjustments that need to be made to accommodate these changes to the programmatic ecosystem. Below, we offer content to help inform publishers for the transition.
The Transition to First Price Auctions: Leverage Our Best Practices to Get it Right