Shifting to first-price auctions and employing header-bidding is helping publishers significantly boost their yield and revenue from programmatic selling, according to Digiday research. In a survey of over 100 publishers who sell advertising programmatically, conducted by Digiday in November, 78 percent said first-price auctions have helped increase their revenues, while 88 percent experienced a lift thanks to header bidding.

Publishers were initially slow to shift from second-price auctions to first-price auctions, but the shift has accelerated in the past year. Demand-side platform GetIntent found that 43.3 percent of programmatic ads it analyzed during a study in March of 2018 were transacted through first price auctions.

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