Give our readers an inside look at your brand's marketing approach by joining the Adweek Columnist Network. If you're a VP or above, submit your pitch.
For years, second-price auctions, with winning bids awarded on a showcase showdown model of a penny over the second highest bid, have been the standard way to buy digital ad inventory.

INDEPENDENCE DAY SALE
Subscribe today!
APPLY PROMO CODE "JULY20" AT CHECK OUT FOR 20% OFF
Already a member? Sign in