Improve Digital launches First Price Auction option
Improve Digital launches the First Price Auction option in their Header Bidding solution. Clients now have the choice between running either first or second price auction as part of the bid request.
With launching the feature, Improve Digital moves itself and its clients into the opportunity of more advanced trading. In its position as an agent for content providers in the programmatic advertising industry, introducing First Price Auction will offer publishers new opportunities to optimise their monetization strategy.
Sebastiaan Moesman, CEO at Improve Digital: "Allowing the option of a first-price auction will open up advertising budgets to embrace more programmatic trading. 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."
The option of First Price Auction improves the true value of inventory and assures a more transparent auction compared to the second price. In header bidding scenarios, a second-price auction can lead to a negative outcome for both buyer and seller. Besides reaching higher prices, in a first-price auction the highest bid is the clearing price, so any additional fees charged will be open and transparent.