Publishers see a slow shift, not rush, to first-price programmatic ad auctions

by Yuyu Chen
Programmatic media is slowly shifting from second-price auctions to first-price auctions, where the highest bidder pays the price they submitted. Publishers at the Digiday Programmatic Media Summit in New Orleans said they have started testing the first-price model at a small scale. While the publishing executives interviewed for this story are not sure how effective first-pri ...Read the full article