First Price Auction and Second Price Auction – basic differences
What is the First Price Auction model? We answered this question a few months ago in this post on our blog. It was shortly after Google announced the introduction of this ad sales model. Now we would like to compare the two most popular auction models and discuss the differences between them. What is Second Price Auction? Let’s start with an example. We have 3 bidders, each of them proposes the following amounts that they are willing to pay for an ad impression: The bidder – $3.00 Bidder – $3.60 Bidder – $3.30 Who of them wins? The winner will be the highest bidder 2 ($3.60), but the fee to be paid will be the second highest bid in the auction ($3.30) plus $0.01. In this example the winning bidder will pay exactly $3.31. Curiosity It is worth mentioning that the model currently called Second Price Auction,…
The future of programmatic model after GDPR
The basis of media buying in the programmatic model is precise targeting. Demography, geolocation, interests, shopping behavior – all this allows advertisers to reach the target audience with the message. However, the new regulations imposed by the GDPR cause a wide limitation of access to user data. This in turn forces advertisers to submit to the new digital reality. The changes we are witnessing are opportunity or a threat to the industry?
YieldRiser at dmexco 2016
YieldRiser – the international expert in optimization of advertising revenue on the Internet – will participate in one of the world’s largest on-line marketing trade fair dmexco 2016. The event will be held between 14 and 15 September in Cologne, Germany.