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 HeartCMS.com 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.

https://www.heartcms.com

Latest from the blog

Smartphone Photography - Web Design Nottingham

January 31, 2020

5 Ways to Improve Your Smartphone Photography

Photography is a key component of running any business. Your customer wants to see everything from your behind the scenes to your products, but capturing them in their best light can be a struggle when you’re first starting out. The good news is, you don’t need to spend thousands of pounds on the latest camera […]

How Instagram Algorithm Works HeartCMS

September 17, 2018

How The Instagram Algorithm Works

Earlier this year, Instagram announced that they would be updating the algorithm to make it appear more chronological. In the past few days, Instagram has announced how they organise our feeds. We know, Instagram can be crucial for your business, so knowing how the algorithm works could do wonders for your social media marketing. Your […]

Hashtags for SEO

September 11, 2018

Utilising Hashtags For SEO

The growing age of social media has seen vast improvements in how we can utilise it for businesses. This can be anything from the theme of your bio, stories and highlights on Instagram, to backlinks on Facebook and YouTube. But something you may be missing is mastering hashtags for SEO. An Instagram post with at […]