{"id":8064,"date":"2017-04-04T12:20:30","date_gmt":"2017-04-04T06:50:30","guid":{"rendered":"http:\/\/www.www.adpushup.com\/blog\/?p=8064"},"modified":"2024-09-20T15:45:34","modified_gmt":"2024-09-20T10:15:34","slug":"google-removes-last-look-privilege-in-dfp-for-fairer-ad-auctions","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/google-removes-last-look-privilege-in-dfp-for-fairer-ad-auctions\/","title":{"rendered":"Google Removes &#8220;Last-Look&#8221; Privilege in DFP for Fairer Ad Auctions","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-8067\" src=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2017\/04\/google-76517_1280.jpg\" alt=\"\" width=\"800\" height=\"500\" srcset=\"https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2017\/04\/google-76517_1280.jpg 800w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2017\/04\/google-76517_1280-300x188.jpg 300w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2017\/04\/google-76517_1280-768x480.jpg 768w, https:\/\/www.adpushup.com\/blog\/wp-content\/uploads\/2017\/04\/google-76517_1280-150x94.jpg 150w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/p>\n<p><strong>Dynamic Allocation, a popular DFP feature,<\/strong> lets Google AdX bid on inventory marked as guaranteed or remnant. The feature also gave AdX last-look privilege, letting AdX &#8216;see&#8217; what every other demand partner would bid and use the highest as a price floor for its own auction to win most of the impressions for its exchange.<\/p>\n<p><em>(ICYMI: We&#8217;ve previously covered <a target=\"_blank\" href=\"https:\/\/www.adpushup.com\/blog\/ad-network-vs-ad-exchange-whats-difference-better-suited\/\" rel=\"noopener\">AdX and dynamic allocation in some detail here<\/a>.)<\/em><\/p>\n<p>This has caused resentment in the ad tech industry because of the unfair advantage that it provides to Google; few, such as AppNexus, have refused point-blank to work with Google on new technologies and collaborations.<\/p>\n<p><strong>But now, in a show of good faith<\/strong> to the ad tech ecosystem&nbsp;and to compete with <a href=\"https:\/\/www.adpushup.com\/header-bidding-guide\/\">header bidding<\/a> on its own terms, Google is dropping this last-look privilege in Exchange Bidding in Dynamic Allocation (EBDA) beta<strong>,&nbsp;<\/strong>released on March 31, 2017.<\/p>\n<p>Here\u2019s what you need to know about this feature:<\/p>\n<ul>\n<li><strong>Auction participants:<\/strong> Exchanges, including AdX, receive a single bid request, conduct their own auctions, and send in their bids.&nbsp;<em>Then <\/em>DFP conducts a unified auction to decide the winner.<\/li>\n<li><strong>Inventory: <\/strong>EBDA works with DFP Publisher Tags and Mobile Ads SDK, but not video or native impressions.<\/li>\n<li><strong>Data shared with other exchange bidders<\/strong>: Audience and impression specs, timeouts, floor price, whitelisted individual buyer seats, and more can be configured as per <a target=\"_blank\" href=\"https:\/\/developers.google.com\/ad-exchange\/rtb\/downloads\/openrtb-proto\" rel=\"noopener\">OpenRTB protocol 2.4<\/a>.<\/li>\n<li><strong>Payments:&nbsp;<\/strong>Winning bidder pays the bid amount.&nbsp;An addendum will be made to publishers&#8217; existing Ad Exchange agreement for exchange bidding.<\/li>\n<\/ul>\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\/google-removes-last-look-privilege-in-dfp-for-fairer-ad-auctions\/#The_Biggest_Takeaway\" >The Biggest Takeaway?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/google-removes-last-look-privilege-in-dfp-for-fairer-ad-auctions\/#There_are_Some_Benefits\" >There are Some Benefits<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/google-removes-last-look-privilege-in-dfp-for-fairer-ad-auctions\/#Not_Everyone_is_Convinced_Though\" >Not Everyone is Convinced Though<\/a><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"The_Biggest_Takeaway\"><\/span>The Biggest Takeaway?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Earlier, AdX would wait until bids from other exchanges had come in and would pick a higher bid from its own exchange to win. <em>Now, <\/em>all exchanges bid at the same time, and other exchanges\u2019 bids no longer act as price floor for AdX auction.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"There_are_Some_Benefits\"><\/span>There are Some Benefits<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The <a target=\"_blank\" href=\"https:\/\/support.google.com\/dfp_premium\/answer\/7128958?hl=en&amp;ref_topic=7183605\" rel=\"noopener\">support doc on EBDA<\/a> mentions that yield partners from individual exchange bidders are combined into a single list. Even if demand partners appear in more than one competing exchanges, they still receive only one bid request. This could keep advertisers from bidding on same impressions through multiple exchanges.<\/p>\n<p>Speculation on how this move will be welcomed aside, Google\u2019s EBDA offers greater supply of impressions to advertisers and advanced reporting to media sellers.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Not_Everyone_is_Convinced_Though\"><\/span>Not Everyone is Convinced Though<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>But the industry itself may not be so easy to forget. There\u2019s still speculation on how Google could still keep an upper hand.<\/p>\n<blockquote><p>Google will retain one additional advantage in the auction: It knows more about the user than it passes on to the other exchanges.<\/p>\n<p>If all buyers see the same impression, but buyers through one exchange have more information about that impression, that will be more valuable than the same impression offered up through other exchanges.<\/p>\n<p style=\"text-align: right;\">via&nbsp;<a target=\"_blank\" href=\"https:\/\/adexchanger.com\/platforms\/google-removes-last-look-auction-advantage\/\" rel=\"noopener\">AdExchanger<\/a><\/p>\n<\/blockquote>\n<p>Google\u2019s director of product management, Jonathan Bellack, said that&nbsp;it&#8217;s not in Google\u2019s best interest to retain that information advantage:&nbsp;<em>\u201cWe only succeed when our partners succeed.\u201d<\/em><\/p>\n<p>Another possible advantage to AdX in the unified auction is that without advanced infrastructure, S2S integrations can introduce new latency (on exchange side), which means less time for conducting auctions and sending in a competitive bid to DFP.<\/p>\n<p>So far, only Cox, Index Exchange, <a href=\"https:\/\/www.adpushup.com\/blog\/sovrn-review-factsheet-overview-pros-and-cons\/\">Sovrn<\/a>, and Rubicon are <em>publicly <\/em>listed in the exchange bidding partner list. AppNexus had refused to join in, while PubMatic and OpenX aren&#8217;t openly associated with the project.<\/p>\n<p>But for now, looks like Google is trying to live up to its motto of &#8220;don&#8217;t be evil&#8221; and promote greater transparency in ad auctions.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Dynamic Allocation, a popular DFP feature, lets Google AdX bid on inventory marked as guaranteed or remnant. The feature also gave AdX last-look privilege, letting AdX &#8216;see&#8217; what every other demand partner would bid and use the highest as a price floor for its own auction to win most of the impressions for its exchange.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":8067,"comment_status":"closed","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":"2019-04-10T09:34:46Z","apple_news_api_id":"77f5f9ab-c318-4ae2-94af-1c93fe8ef6eb","apple_news_api_modified_at":"2019-04-10T09:34:47Z","apple_news_api_revision":"AAAAAAAAAAD\/\/\/\/\/\/\/\/\/\/w==","apple_news_api_share_url":"https:\/\/apple.news\/Ad_X5q8MYSuKUrxyT_o726w","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":[],"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>Google Removes &quot;Last-Look&quot; Privilege in DFP for Fairer Ad Auctions<\/title>\n<meta name=\"description\" content=\"DFP&#039;s Dynamic Allocation allows Google AdX to bid on guaranteed or remanent inventory. Read the blog for more information.\" \/>\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\/google-removes-last-look-privilege-in-dfp-for-fairer-ad-auctions\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"Google Removes &quot;Last-Look&quot; Privilege in DFP for Fairer Ad Auctions\" \/>\n<meta name=\"twitter:description\" content=\"DFP&#039;s Dynamic Allocation allows Google AdX to bid on guaranteed or remanent inventory. 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