Sortable Corporate

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December 31, 1969

Ad Ops & Digital Publishing News - Sortable

Mark Dixon

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May 29 2019

Are Google’s recent moves game-changers for publisher monetization?

A few months ago, Google announced that they would be transitioning Google Ad Exchange to a unified first price auction in Google Ad Manager. In early June, Google will begin testing a small percentage of inventory, with the transition schedule currently on track to have all inventory running through first price auctions by the end of July.

More recently, Google formally announced new Unified Pricing Rules for Ad Manager, which deprecate the existing Open Auction Pricing Rules for first price auctions.

Are these changes poised to disrupt and change the game for publishers attempting to maximize their revenue from ads? How will buyers react to the new auction dynamics? How will publisher strategies for setting floors for their inventory be impacted?

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