Today’s column is in response to “Second-Guessing the Second-Price Auction Model” and written by Andrew Casale, VP of Strategy, Casale Media. I am not an advocate of dynamic floors. Nor do I think ...
The second-price auction is crumbling. All the major exchanges/SSPs – with the exception of Google AdX – are rolling out or are deep in experiments with first-price header bidding auctions. The tests ...
For those of us in programmatic advertising, few recent examples better illustrate this fact than Google’s shift to a first-price auction model. For those readers outside of programmatic, fear not, ...
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