Google has set a date for full roll-out of first-price auctions and reiterated its plan to add a bunch of “transparency” bells and whistles for publishers and ad buyers. However, both publishers and ad buyers still have unanswered questions.
| First-price auctions have officially become the norm, courtesy of the ad tech industry's last hold out -- Google -- completing its shift over. While most independent exchanges had made the shift from second to first-price around a year ago, until Google had followed suit, ad buyers were straddled across a mix of the two. Agencies and publishers are content to bid goodbye to the last-look model Google used with second-price auctions, though many will be closely monitoring CPM fluctuations that may arise as a result of the switch. Meanwhile, Facebook is pushing Watch further into Europe by funding 12 new shows. Read more below. After months of tests, Google is set to fully roll out to first-price auctions. From a transparency perspective, agencies and publishers have welcomed Google's shift to first price and the removal of the "last-look" advantage it had within Google Ad Manager on second-price auctions. Here's a primer on what the changes will mean for the wider industry The Atlantic is the latest major publisher to join the pivot-to-paid and launch a paywall. Digiday spoke to the 162-year-old media company's president, Michael Finnegan, about its ambitions. To encourage more news titles to create content for Facebook Watch across Europe, the platform will fund 12 shows across a range of publishers including Axel Springer, Gruner + Jahr, Le Monde, Expressen. Other things to know about Executives from New York Media, Scripps and Warner Media have just been added to the Digiday Publishing Summit attendee list. See who else you’ll have the chance to connect with here. Luxury clothing brands, with their complex global product lines and fragmented technology, often struggle to create an accessible online shopping experience that rivals that of digital-first brands. Planning a digital shelf strategy can change that. Sponsored by Salsify. | | |
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