Big Changes Coming To Auctions, As Exchanges Roll The Dice On First-Price
AdExchanger |
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 vary in aggressiveness and scope from exchange to exchange, with AppNexus, Index Exchange and OpenX leading the charge, and with visions of much… Continue reading »
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