• Skip to primary navigation
  • Skip to main content
  • Skip to footer
  • Company
    • Mission
    • Core Values
    • Leadership
    • DE&I
    • Careers
  • Products
    • Ad Formats
    • Data Solutions
    • Exchange Traded Deals
    • Inventory Packages
  • Technology
  • Resources
    • Blog
    • News
    • Research
    • Privacy & Identity Blog
    • Distinctions
    • Podcast Series
  • Contact Us
  • Login
  • Company
    • Mission
    • Core Values
    • Leadership
    • DE&I
    • Careers
  • Products
    • Ad Formats
    • Data Solutions
    • Exchange Traded Deals
    • Inventory Packages
  • Technology
  • Resources
    • Blog
    • News
    • Research
    • Privacy & Identity Blog
    • Distinctions
    • Podcast Series
  • Contact Us
  • Login

TripleLift Moves to First Price Auctions

August 7, 2019

TripleLift’s Exchange officially transitioned to first price auctions. This switch, which continues to use proprietary placement-level data to maximize win rate and minimize clearing price, demonstrates our commitment to providing more market-driven and transparent auction dynamics.

Why we’ve moved to first price.

Second price auctions were created to protect buyers in an ecosystem that lacked a robust buying pool, but due to a variety of soft floor strategies they offer limited ways for buyers to verify that they are paying a true second price.

In the current programmatic landscape, most impressions have multiple bids and first price auctions offer more transparency and pricing that better reflects the market value of an impression. In a first price auction, bidders are able to more accurately model their spend, since there is no difference between the bid and win price.

Google primed the market for this switch when it announced Google Ad Manager’s move to first price in March 2019 — paving the way for first price auctions to become the new industry standard.

How does this benefit TripleLift partners?

Both buyers and publishers will gain increased visibility into the true market value of an impression and market rates will begin to normalize as historical data is used to set the most appropriate bid price.

For buyers, TripleLift’s algorithm will ensure that buyers pay the most optimal price for inventory that is best suited to deliver against the established campaign goals. Increased transparency will position publishers to more effectively gauge the true value of their inventory and manage pricing strategies.

If you’d like to learn how first price auctions fit within your advertising strategy, contact your TripleLift representative.

Related Posts

Changes to Our Organization

February 9, 2023

Global AdTech Company TripleLift Names Dave Clark as New Chief Executive Officer

October 3, 2022

The Arena Just Got Bigger: Advertisers, Here’s Where the Action Is

August 11, 2022

Footer Two Area

Our industry moves fast.

Sign up to stay up-to-date on the latest news,
trends and upcoming events.

Connect with us!

Footer

Policies

  • Privacy Policy
  • Terms of Use
  • Creative Ad Policies
  • Exchange Supply Policies

Resources

  • Our Careers
  • Company
  • DE&I
  • Privacy & Identity Blog

Certifications & Affiliations

Copyright © 2023 All Rights Reserved TripleLift

53 W. 23rd St., 12th Floor New York, NY 10010