OpenX Launches Industry’s First Transparent First-Price Auction for Programmatic Buying

OpenX just accomplished an industry first: to be the only technology provider to offer the market both fully transparent first- and second-price auctions. In this OpenX press release, our COO Jay Friedman said, “Transparency is absolutely key to the growth of programmatic advertising globally. When it comes to second- or first-price auction mechanics, it is critical that we have total transparency into whether our bids will be treated as first or second price to competitively bid and ensure fairness in the market. I’m proud of OpenX for being the first to introduce a truly transparent first-price auction functionality. Other SSPs should embrace similar transparent approaches in short order.”