Big Changes Coming to Auctions, as Exchanges Roll the Dice on First Price

[fusion_builder_container hundred_percent=”no” equal_height_columns=”no” menu_anchor=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”center center” background_repeat=”no-repeat” fade=”no” background_parallax=”none” parallax_speed=”0.3″ video_mp4=”” video_webm=”” video_ogv=”” video_url=”” video_aspect_ratio=”16:9″ video_loop=”yes” video_mute=”yes” overlay_color=”” video_preview_image=”” border_size=”” border_color=”” border_style=”solid” padding_top=”” padding_bottom=”” padding_left=”” padding_right=””][fusion_builder_row][fusion_builder_column type=”1_1″ layout=”1_1″ background_position=”left top” background_color=”” border_size=”” border_color=”” border_style=”solid” border_position=”all” spacing=”yes” background_image=”” background_repeat=”no-repeat” padding_top=”” padding_right=”” padding_bottom=”” padding_left=”” margin_top=”0px” margin_bottom=”0px” class=”” id=”” animation_type=”” animation_speed=”0.3″ animation_direction=”left” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” center_content=”no” last=”no” min_height=”” hover_type=”none” link=””][fusion_text]As more and more exchanges are experimenting with and moving much of their inventory to first-price auctions, Goodway Group is prepared to tackle the problem with its own successful valuation algorithm. In fact, it’s the only programmatic firm in the ad tech market to have already addressed and adapted to this big programmatic industry shift. First-price auctions are both good and bad, good because they offer a clean slate for transparency and fairer business practices for buyers and sellers but bad because they mean having to change buying strategies, build tech, and pay more. But with our new algorithm, buyers can now more precisely calculate first-price auction bids to keep clients from overpaying, and we’ve already seen good results, measurable eCPM and performance improvements.        [/fusion_text][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]