Bridging The Gap To First-Price Auctions: A Buyer’s Guide
First-Price Auctions – The Change Has Come
In an industry where rapid evolution is the norm, the changes in ad tech last year were incredibly profound. From the maturation of header bidding to the drive for radical transparency, 2019 can seem like an entirely new landscape for buyers and sellers to navigate. Nowhere is this clearer than the move from second-price to first-price auctions for inventory sold via header bidding.
As the behemoths have capitulated to the industry’s move to first-price auctions, the new world of auction dynamics is something no buyer can afford to ignore.
A Tool Built for Buyers
Rubicon Project developed this guide to help agency and brand leaders understand the implications of this shift in auction dynamics, and to empower you to conduct open and productive conversations with your partners at buying platforms and exchanges.
- Why the industry has moved to first-price auctions
- What Rubicon Project is doing to help buyers adjust to first price
- Where we think it’s all going
It includes an in-depth look at version 2.0 of Estimated Market Rate (EMR), a free, optional feature designed to reduce CPMs to be in line with fair market values and maintain high win rates.
Download the guide for a complete understanding of how it works and whether it’s right for you.
How is this helping publishers?
EMR is bringing more liquidity to the marketplace as buyers, happy with CPMs and win rates, buy more. For more on publisher benefits, please reach out to your Rubicon Project account lead.
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Tags: Auction Dynamics, Buyer, EMR, Estimated Market Rate, First Price, Global, International, Second Price, Sellers