After Months of Preparation, Google Set to Roll Out First-Price Auctions

Search giant introduces tools to address publisher concerns


Google has announced the full rollout of first-price auctions on Google Ad Manager beginning next week, a move it claims will help boost publisher yield despite earlier claims it will limit media owners’ monetization options.

Earlier this year Google announced plans for first-price auctions on its sell-side ad stack, a significant departure from its earlier second-price offering, in a move that emulated the pricing options offered by rival independent ad exchanges.

The earlier second-price model meant advertisers buying media on the ad exchange–a repository where publishers historically monetized otherwise unsold inventory but increasingly employ as a go-to option–would pay a fraction above the price offered by the next-highest bidder in an auction.

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