Yield Management in a First-Price Auction World
Following the announcement earlier in the year that Google Ad Exchange traffic will transition to a first-price auction model by late August to early September, the industry has been awash with queries as to how this will affect optimisation, and the effect of bid shading tactics.
In this exclusive article for ExchangeWire, Benjamin Hansz (pictured below), vice president of strategy at Simplaex, dispels three of the myths surrounding first-price auctions, and what yield management will look like in these environments.
There has […]
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