In this session...
Since the emergence of ad exchanges in the early 2000’s, second price auction has been the dominant auction mechanic in the world of programmatic.
Recently the market has started moving to a first-price auction. A core reason often cited is that this offers more transparency at a time when the industry is tackling this issue.
This session, chaired PubMatic, brings together buyers and sellers to discuss why auction dynamics are shifting, the merits of each model and what this means for both sides in the future.