Many a publisher has gotten lost in pondering the ramifications of Google Ad Manager’s move to first-price auctions and introduction of a “unified auction.” What kind of effect will it have on bid rates, pricing, yield, and more?
In gauging the effect of this enormous industry shift, we’ve got to start with what we know—namely, what is actually changing. Cafe Media’s Paul Bannister decided a good before-and-after diagram could clear up confusion. Certainly Bannister’s charts show a more streamlined and theoretically more efficient auction system. But can publishers make it more advantageous to their revenue efforts?
There’s always more to the story, but this is a great place to dive in.