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Protecting publishers' inventory value in the unified first-price auction
Roxot presents its unified pricing system that protects publishers' inventory prices against bid shading and other CPM-reducing techniques across all demand sources including Google AdX and Header Bidding.
"We've achieved fantastic results during the initial test in header bidding. Google's shift to a unified auction promises us even higher performance."
- Radmir Nasyrov, CEO at Roxot
Unified auction in Google
Finally, Google announced that they are switching to a unified first-price auction in Google Ad Manager. This is good news for the industry. A unified first-price auction reduces programmatic inefficiencies associated with close prices being lowered by bids coming from auctions with different mechanics.
Roxot Unified Pricing
A unified first-price auction in Google Ad Manager allows us to present Roxot Unified Pricing system that protects publishers' inventory value across both Google AdExchange and Header Bidding.
Against Bid Shading
The first-price auction model isn't without its flaws. Buyers are actively adapting bid shading and similar techniques to reduce their costs and, therefore, publishers' CPMs. Natural market tendencies encourage buyers to bid as little as possible and still get the impression.
AdX + Header Bidding
With Google switching to the first-price auction, we can finally apply our Revenue Lift technology to increase publishers' inventory prices for all buyers and SSPs. Roxot Unified Pricing system analyzes billions of ad auctions, identifies optimal prices for different audiences, and automatically prices publishers' inventory pushing all buyers and SSPs to pay the maximum for every user.
The unified pricing system is a natural development of Roxot Revenue Lift. We will be transitioning to the new system step by step throughout this year.