Google Ad Manager to Offer First-Price Auctions, Simplifying Programmatic Buying

The industry's largest platform is offering more options to users


First-price auctions are coming to Google Ad Manager in a move that is reflective of the industrywide cry for greater simplicity in the murky world of programmatic buying.

Google Ad Manager, the industry’s largest programmatic platform for publishers, which previously used the DoubleClick moniker, will offer publishers the option to sell their online media space using unified auction mechanics, including the opportunity to run first-price auctions, by the end of the year.

A first-price auction is where a bidder has to pay the actual price they offered in an ad auction, as opposed to a second-price ad auction whereby they only have to pay the amount bid by the nearest competitor, i.e.,

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in