First Price Auction Resources for Publishers
Programmatic First Price Auctions
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.
First Price Auction Articles
Best Practices: The Move to First-Price Auctions: An Overview
Best Practices: The Move to First-Price Auctions: Part 2, Demand Management
Best Practices: The Move to First-Price Auctions: Part 3, Open Auction Floor Management
Best Practices: The Move to First-Price Auctions: Part 4, PMPs
Best Practices: The Move to First-Price Auctions: Part 5, Monitoring
First-price sealed-bid auction
Big Changes Coming To Auctions, As Exchanges Roll The Dice On First-Price
Invasion of the First-Price Auctions
Second Place is Just First Loser: Why It’s Time to Readdress the First-Price Auction Debate
Programmatic advertising is preparing for the first-price auction era
First Price Auction White Papers
What First Price Auction Move Means for Publishers
Google Move to First Price Auction. Market Effects and Best Practices For Publishers.