White Paper

Learn All You Need to Know About the Industry Shift to First-Price Auctions

The industry is in a transition period from its historic focus on second-price auctions, in which the highest bidder pays $0.01 more than the second highest bid or any floor set by the publisher, to first-price auctions, in which the winner pays precisely the amount that he or she bid. This is important for the buy side as it affects bidding strategy, but is ultimately a win for bringing more transparency to auction dynamics.

Learn all about first-price auctions and how to buy side can prepare to capitalize on this shift to drive better outcomes in media buying.

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