In March, Google announced that it would be auctioned first price for Google Ad Manager, his advertising server and his publishers, at the end of the year. On Friday, the group released an update with additional details on the transition.
How the ad manager's auctions are now running Currently, there may be two different auctions for a specific ad. A second prize, a real-time bid auction, is available to authorized buyers, including Google Ads, Display & Video 360 and other ads DSP . Then comes a first-price bid that compares the winning price of the second bid to the publisher's guaranteed and unsecured advertising campaigns and offers from the buyers of the Exchange auction system.
Google currently requires no authorized buyer. to share and receive bid data, which means that historical publishers and buyers often do not have complete historical auction data to inform future stock assessments, wrote Jason Bigler, director of product management at Google, in the blog post .
How will the bids be held after the shift? When Mr. Ad Manager goes to auction at the first price, he will propose to require all partners to share and receive bid data, Bigler said.
This will be a unified first price auction including publisher guaranteed campaigns and all unsecured bidders – authorized buyers and all others – at once. Campaign offers guaranteed by publishers are compared to those of all other bidders. Unauthorized persons will have the same chances as authorized DSPs.
"In the future, no price from an unsecured advertising source from one publisher will be shared with another buyer before he puts his bids, Bigler said. .
Google will no longer have a "last chance" to pay an amount just above the winning bid after an auction to win the impression. With a unified first price bid, Google, like all bidders, will pay the full amount of the bid (net of fees).
Changes in strategies and rules for fixing the floor price. Publishers' minimum (minimum) price strategies for second price auctions will no longer be relevant after the transition. Bigler advises publishers to "strive to understand the true value of their stocks and adjust their prices based on their existing advertising offerings and the way buyers value their inventory."
Google has released a new feature called Unified Pricing Rules to help publishers. manage floor prices for all unsecured bidders. Publishers will not be able to set different floor prices for different shopping platforms.
"For example, instead of setting the same floor prices at multiple locations – in the auction in Ad Manager, and with their auctions and other unsecured advertising sources – which can take a lot of time and lead to errors, an editor can configure a single unified pricing rule to control prices from a given location, "said Bigler.
The limit is 100 rules, but Bigler said that Google would work with its partners to understand if this limit was to be increased.
Why we should care about it. Other major scholarships are already taking The industry has largely welcomed the adoption of the first prize by Google Ad Manager.As a market leader, this means that the auction at first prices will be essentially the programmatic universal auction method.
This means more transparency, simplicity of operation, more equitable and better informed offers. Buyers will have a better idea of the pricing, which will facilitate the valuation of publishers' stocks.
Publishers will be able to obtain reports on all offers submitted by buyers, including those from Google Ads and Display & Video 360 and Authorized. Buyers and Bidders Buyers will be able to see the winning bidding prices in which they have participated.
Reminder. This will only affect the inventory of videos and views sold through the Google Ad Manager. This does not affect bids for searches, YouTube, AdSense for searches, or other Google property inventories.
About the Author
Ginny Marvin is the editor-in-chief of Third Door Media and manages the daily editorial operations of all our publications. Ginny writes on paid online marketing topics, including paid search, paid social networks, targeted posting and retargeting for Search Engine Land, Marketing Land and MarTech Today. With over 15 years of marketing experience, she has held senior management positions in both in-house and agency management. It can be found on Twitter under the name of @ginnymarvin.