Google Moving to First Price Model
Sounds innocuous but this is poised to seriously affect the programmatic world. Up until now all of Google’s products have been based on the second party model (same as buying something on Trade Me), basically you pay a cent more than the second bid in the auction.
So, if you bid $5 for an ad, and the second bidder bids $3 you’d end up paying $3.01. Under the first price model you would pay $5. This will be introduced slowly and is welcomed by publishers but there is a very real chance of advertisers overpaying in the short-term…
Find out more here https://adage.com/article/digital/google-adx-moving-a-price-auction/316894/