Google’s ad manager will move to first-price auction

Source: AdAge

Google is making a change to its programmatic exchange that will likely result in marketers paying more for their ads, at least in the short term until brands adjust.

Under a plan announced Wednesday, Google Ad Manager’s Adx will move to a first-price auction, a significant shift that will resonate across the $48 billion programmatic landscape.

“By simplifying our auction in Ad Manager, we can help make it easier for publishers and app developers to manage and get fair value for their inventory,” Google stated in a blog post.

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