{"id":12260,"date":"2019-06-26T12:21:28","date_gmt":"2019-06-26T06:51:28","guid":{"rendered":"https:\/\/www.www.adpushup.com\/blog\/?p=12260"},"modified":"2022-09-06T12:37:51","modified_gmt":"2022-09-06T07:07:51","slug":"what-is-unified-auction-how-is-it-different-from-header-bidding","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/what-is-unified-auction-how-is-it-different-from-header-bidding\/","title":{"rendered":"What is a Unified Auction? How is it Different from Header Bidding?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p>Google recently <a rel=\"noreferrer noopener\" aria-label=\"made changes to Ad Manager (opens in a new tab)\" href=\"https:\/\/www.adpushup.com\/blog\/google-ad-manager-switches-to-first-price-auctions\/\" target=\"_blank\">made changes to Ad Manager<\/a> for running unified auctions and <a rel=\"noreferrer noopener\" aria-label=\"switched to the first-price auction model (opens in a new tab)\" href=\"https:\/\/www.adpushup.com\/blog\/google-ad-manager-switches-to-first-price-auctions\/\" target=\"_blank\">switched to the first-price auction model<\/a>. With unified auctions, Google wants to simplify ad tech and create a level playing field for all parties. This switch will benefit publishers by making auctions easier to manage.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-style-default\"><p>With this change, every offer from <a href=\"https:\/\/www.adpushup.com\/blog\/programmatic-advertising\/\" target=\"_blank\" rel=\"noreferrer noopener\">programmatic<\/a> buyers will compete in the same unified auction, alongside inventory which is directly negotiated with advertisers. An advertising buyer\u2019s bid will not be shared with another buyer before the auction or be able to set the price for another buyer. The buyer that wins the auction pays the price they bid. By simplifying our auction in <a href=\"https:\/\/www.adpushup.com\/blog\/linking-ad-manager-with-google-analytics-why-and-how-to-do-it\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ad Manager<\/a>, we can help make it easier for publishers and app developers to manage and get fair value for their inventory.<\/p><cite>Sam Cox, Group Product Manager at Google.<\/cite><\/blockquote>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-unified-auction-how-is-it-different-from-header-bidding\/#So_What_is_a_Unified_Auction\" >So, What is a Unified Auction?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-unified-auction-how-is-it-different-from-header-bidding\/#Benefits_of_Unified_Auction\" >Benefits of Unified Auction<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-unified-auction-how-is-it-different-from-header-bidding\/#How_is_it_Different_from_Header_Bidding\" >How is it Different from Header Bidding?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-unified-auction-how-is-it-different-from-header-bidding\/#The_Future_of_Unified_Auction\" >The Future of Unified Auction<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-unified-auction-how-is-it-different-from-header-bidding\/#AdPushups_Header_Bidding_Solution\" >AdPushup\u2019s Header Bidding Solution<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-so-what-is-a-unified-auction\"><span class=\"ez-toc-section\" id=\"So_What_is_a_Unified_Auction\"><\/span>So, What is a Unified Auction?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In a unified auction, all partnered <a href=\"https:\/\/www.adpushup.com\/blog\/the-best-ad-networks-for-publishers\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad networks<\/a>, <a href=\"https:\/\/www.adpushup.com\/blog\/top-ad-exchanges-for-publishers\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad exchanges<\/a>, and advertisers get the opportunity to bid on the publisher\u2019s inventory. Each of these partners receives the <a href=\"https:\/\/www.adpushup.com\/blog\/what-is-bid-request\/\" target=\"_blank\" rel=\"noreferrer noopener\">bid request<\/a> at the same time. The <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.adpushup.com\/blog\/a-beginners-guide-to-ad-servers-plus-8-ad-servers-reviewed\/\" target=\"_blank\">ad server<\/a> then selects the highest bidder as the winner and grants the ad impression.<\/p>\n\n\n\n<p>The idea is to run a single auction rather than running multiple DSP- or exchange-level auctions and then sending the bids to the ad server. A unified auction not only brings more demand sources on the table for publishers but also implements the first-price system to increase yield.<\/p>\n\n\n\n<h2 id=\"h-benefits-of-unified-auction\"><span class=\"ez-toc-section\" id=\"Benefits_of_Unified_Auction\"><\/span>Benefits of Unified Auction<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>A unified auction provides many benefits over both waterfall setup and header bidding. Here are some of them:<\/p>\n\n\n\n<ul><li><strong>Maximized <a href=\"https:\/\/www.adpushup.com\/blog\/january-ad-revenue-drop-what-to-do-about-it\/\" target=\"_blank\" rel=\"noreferrer noopener\">ad revenue<\/a>:<\/strong> Publishers can send bid requests to multiple demand partners, increasing the competition for the inventory. The algorithm makes sure that the highest bidder wins the auction. Greater reach and competition lead to higher bids and more revenue.<\/li><li><strong>Greater demand:<\/strong> The unified auction lets publishers access all kinds of demand sources including DSPs, advertisers, and ad agencies. Along with better CPM rates, more demand sources also unlock more relevant ads for publisher websites, delivering better user experience.<\/li><li><strong>Transparent auction:<\/strong> This system allows publishers to see auction-level data such as incoming bids and winning bids. With granular reporting, publishers can filter reports by CPM rates, per impression rates, and earning per demand partner to determine the value of their inventory.<\/li><\/ul>\n\n\n\n<p>Advertisers also get an equal chance to participate in the auction, without having to share their bid price with ad networks and exchanges.<\/p>\n\n\n\n<h2 id=\"h-how-is-it-different-from-header-bidding\"><span class=\"ez-toc-section\" id=\"How_is_it_Different_from_Header_Bidding\"><\/span>How is it Different from Header Bidding?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Both auction models have the same goal\u2014<a href=\"https:\/\/www.adpushup.com\/header-bidding-guide\/\">maximizing demand for the inventory<\/a>. But they differ in function. <a href=\"https:\/\/www.adpushup.com\/header-bidding-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">Header bidding<\/a> uses a <a aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/header-bidding-wrappers\/\" target=\"_blank\">wrapper<\/a> to call demand partners and conducts a client-side auction. Whereas, a unified auction is run on the server-side.<\/p>\n\n\n\n<p>Since client-side <a href=\"https:\/\/www.adpushup.com\/header-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\">header bidding<\/a> runs on users\u2019 browsers, it can increase page latency. On the other hand, a unified auction does not cause latency problems. An example of a unified auction is <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/www.adpushup.com\/blog\/google-exchange-bidding\/\" target=\"_blank\">Google Exchange Bidding<\/a> (now <a rel=\"noreferrer noopener\" href=\"https:\/\/www.adpushup.com\/blog\/how-does-open-bidding-work-in-google-ad-manager\/\" target=\"_blank\">Open Bidding<\/a>).<\/p>\n\n\n\n<p>Also, unified auctions are designed to make sure that there is only one bidding session for an available impression. Whereas in header bidding, a bid is selected by running multiple (DSP- and network-level) auctions before the bids are sent to header bidding wrapper for the final round.<\/p>\n\n\n\n<p>Want to know more about Header Bidding? <a href=\"https:\/\/campaign.adpushup.com\/header-bidding\/\" target=\"_blank\" rel=\"noreferrer noopener\">Click Here<\/a><\/p>\n\n\n\n<h2 id=\"h-the-future-of-unified-auction\"><span class=\"ez-toc-section\" id=\"The_Future_of_Unified_Auction\"><\/span>The Future of Unified Auction<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Google set the stage for unified auctions by combining all of its advertising solutions into <a href=\"https:\/\/www.adpushup.com\/google-ad-manager\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Ad Manager<\/a>. Google\u2019s model allows exchanges and DSPs to have equal access to publisher inventories to ensure a fair auction.<\/p>\n\n\n\n<p>This setup mainly benefits the publishers by making their inventories more accessible and hence driving bid competition.<\/p>\n\n\n\n<p>It will be interesting to see if unified auctions will become the next big thing in ad technology, surpassing the current leader\u2014header bidding, with <a rel=\"noreferrer noopener\" href=\"https:\/\/www.kevel.co\/hbix\/\" target=\"_blank\">79% of top Alexa websites using it to monetize their inventories<\/a>. <\/p>\n\n\n\n<h2 id=\"h-adpushup-s-header-bidding-solution\"><span class=\"ez-toc-section\" id=\"AdPushups_Header_Bidding_Solution\"><\/span>AdPushup\u2019s Header Bidding Solution<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Merely deploying header bidding in your ad stack isn\u2019t enough. Consistently optimizing it with technical improvements is the need of the hour. This is what AdPushup\u2019s header bidding solution does. Through our multiple optimization features using data science and machine learning, we help publishers maximize their yield.&nbsp;<\/p>\n\n\n\n<p>With our header bidding solution, you get:&nbsp;<\/p>\n\n\n\n<ul><li>Automatic demand partner selection according to optimum requirements<\/li><li>Smart timeout management<\/li><li>Freedom to bring your own demand<\/li><li>Bid monitoring and <a href=\"https:\/\/www.adpushup.com\/blog\/ad-impression-discrepancy\/\" target=\"_blank\" rel=\"noreferrer noopener\">discrepancy<\/a> resolution&nbsp;<\/li><\/ul>\n\n\n\n<p>Read more about our product capability: <a href=\"https:\/\/www.adpushup.com\/header-bidding\/\">Header Bidding<\/a><\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Google recently made changes to Ad Manager for running unified auctions and switched to the first-price auction model. With unified auctions, Google wants to simplify ad tech and create a level playing field for all parties. This switch will benefit publishers by making auctions easier to manage. With this change, every offer from programmatic buyers<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":12261,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"","apple_news_api_id":"","apple_news_api_modified_at":"","apple_news_api_revision":"","apple_news_api_share_url":"","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"\"\""},"categories":[6452],"tags":[6422],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What is a Unified Auction &amp; How is it Different from Header Bidding?<\/title>\n<meta name=\"description\" content=\"A unified auction is a simplified method to run auctions by calling multiple demand partners at the same time to bid for an impression on the server-side.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/what-is-unified-auction-how-is-it-different-from-header-bidding\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"What is a Unified Auction &amp; How is it Different from Header Bidding?\" \/>\n<meta name=\"twitter:description\" content=\"A unified auction is a simplified method to run auctions by calling multiple demand partners at the same time to bid for an impression on the server-side.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/06\/Unified-Auction.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@adpushup\" \/>\n<meta name=\"twitter:site\" content=\"@adpushup\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shubham Grover\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#organization\",\"name\":\"AdPushup\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"sameAs\":[\"https:\/\/www.linkedin.com\/company\/adpushup\/\",\"https:\/\/www.facebook.com\/AdPushup\/\",\"https:\/\/twitter.com\/adpushup\"],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"contentUrl\":\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2019\/02\/AdPushup-logo.png\",\"width\":3294,\"height\":893,\"caption\":\"AdPushup\"},\"image\":{\"@id\":\"https:\/\/www.adpushup.com\/blog\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.adpushup.com\/blog\/#website\",\"url\":\"https:\/\/www.adpushup.com\/blog\/\",\"name\":\"AdPushup Blog\",\"description\":\"A\/B Testing, Monetization &amp; 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