A Buyer’s Guide to First Price Auctions
The digital ad industry has experienced a sea change in how programmatic ads are bought and sold — and nowhere is this more evident than in the shift to first-price auctions.
The advent of header bidding has driven many programmatic platforms to adopt first-price auction dynamics, posing a new challenge for platforms that have spent years optimizing second-price bidding tools and strategies.
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.
It includes an in-depth look at Estimated Market Rate (EMR), a free, optional feature designed to reduce CPMs while maintaining high win rates. Download the guide for a complete understanding of how it works and whether it’s right for you.
- Why the industry is moving toward first-price auctions
- What Rubicon Project is doing to help buyers adjust to first-price
- What’s in store for the future
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Tags: Auction Dynamics, Buyer, EMR, Estimated Market Rate, First Price, Global, International, Second Price, Sellers