By: Gareth James / May 4, 2017

Google has tweaked its auction to no longer favour its own bids over competition

Google has tweaked its auction to no longer favour its own bids over competition

Publishers rejoice, Google is set to relinquish the so-called ‘last look’ its own DoubleClick AdExchange had on auctions that mean it is able to bid on every impression and consequently always outbid others.

Previously, the DoubleClick AdExchange would wait for other exchanges to submit their bids before making its own, a dynamic that left it always in a position to outbid its rivals. By having the “last look”, Google’s exchange could simply bid $5.01 when the highest bid for a particular user from another exchange was $5. However, under the new auction news it would not be able to use that advantage to secure the bid.

The move could be the start of a change in the way Google works with adtech partners. Exchanges and publishers have listed Google’s ‘last look’ as one of their chief concerns, with Trinity Mirror’s head of programmatic Amir Malik treating header bidding as a way for his business to resist Google dominating ad inventory.

About Gareth James

Accounts Director at and creator of a best selling iOS app. Gareth loves to help small to medium size businesses get more online exposure. Gareth started his online marketing journey back in 2008.

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