Why Are We Discussing First-Price Auction Anyway?
With header bidding the norm at all top publishers, first-price auctions should be a matter of course, argues Kay Schneider (pictured below), general manager, SmartX Platform, smartclip, in this exclusive byline for ExchangeWire, and explains why a change from second-price auctions is needed, now!
Game theory suggests that a buyer might allocate a higher max bid price to a purchase item if there is a chance to settle a transaction with a final price that is significantly lower than his bid. As […]
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