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.

Adomik’s Observations on Google Migration to First Price