4 Ways Programmatic Buyers Can Master First-Price Auctions

Following Google’s recent decision, which shook up the market

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.

In 2019, key players in the complex world of programmatic have taken major strides toward greater simplicity and transparency for buyers. In fact, Google’s recent decision to adopt a first-price model has added pressure to programmatic traders to simplify the state of auction dynamics and shed the inefficiencies of second-price auctions.