Improve Digital Launches First Price Auction Option for its Header Bidding Solution
www.videoadnews.com, 09.03.2018: Improve Digital announced on Wednesday that it is introducing a first price auction option for its header bidding solution, meaning clients will now be able to choose between running either a first or second price auction as part of the bid request. “Allowing the option of a first-price auction will open up advertising budgets to embrace more programmatic trading,” said Improve Digital’s CEO Sebastiaan Moesman.
“A first-price auction scenario can give advertisers more confidence in a programmatic ecosystem in which the price is predictable and stable and content providers benefit from a clear insight into what their inventory is worth. This ‘you get what you pay for’ first-price auction model can provide a transparent, predictive and more reliable marketplace.”