Google's new policy interpretation: What does a unified auction mean for buyers?
For buyers who have been using unified auctions for years, Google's shift to first auctions is important. They must fundamentally change their bid strategy to avoid overbidding. In a two-price auction system, buyers can theoretically offer a crazy high price because they know they won't actually pay it. They may win the bid, but in fact only pay $0.01 more than the second price. Now they will have to actually pay their bid, which requires buyers to have a smarter plan when making a bid. Some buyers who already have an advanced bidding strategy will be very supportive of Google's unified auction plan. "We don't have to understand the different header auction systems, and Google's plan simplifies a lot of things for us." McIyntre said.
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