Transition schedule to first-price auction

Google Ad Manager moves to a first-price auction—learn how and when

Dates and content in this article are subject to change. Check this article often to stay up to date.

In the coming months, your inventory will gradually transition to a first-price auction. Open Auction pricing rules will be replaced with the simplified unified pricing rules.

Early May 

Starting on May 6, you'll have access to the the new unified pricing rules feature. You're encouraged to start creating new rules to set floor prices.

When unified pricing rules apply

Once unified pricing rules are created they apply immediately to all traffic across Ad Exchange, Exchange Bidding, and remnant line items (Network, Bulk, Price Priority). If an Open Auction pricing rule and a unified pricing rule target overlapping inventory, the rule with the higher floor price applies for Ad Exchange demand.

June

Starting the week of June 10, the following will occur.

  • Auction
    • One percent (1%) of your Ad Exchange traffic will be transitioned to a first-price auction, where the closing price is determined by the highest net bid in the auction. Unified pricing rules apply to first-priced bids. Open Auction pricing rules do not apply to this traffic.
    • The remaining Ad Exchange traffic adheres to the current auction model, where the Ad Exchange auction closing price continues to be determined by the greater of the second-highest net bid in the Ad Exchange auction or the reserve price applied to that impression. On this traffic, the greater of the Open Auction pricing floor and the unified pricing floor is applied for Ad Exchange demand.  
  • Blocking

    Across all Ad Exchange traffic, advertiser and buyer blocks from Open Auction pricing rules continue to be applied in the auction. Other types of blocks can be managed through rules under Protections.

  • Branding

    Across all Ad Exchange traffic, branding (anonymous/semi-transparent/branded) settings in Open Auction rules also continue to be applied.

  • House line items and the auction

    House line items only serve when no remnant line items (Network, Bulk, Price Priority), Ad Exchange or Exchange Bidding demand are available to serve. That is, House line items are treated as if they have a $0 rate and do not compete on price via dynamic allocation.

    House line item CPM determines ranking of eligible House ads but do not need to meet any floor price set in unified pricing rules in order to be eligible to serve an ad, thereby effectively serving as a fall-back ad. Learn more

Late June

Starting the week of June 26, the percentage of your Ad Exchange traffic transitioned to the new auction dynamics described above will increase to five percent (5%), where the Ad Exchange closing price is determined by the highest net bid in the auction.  

Late July

Starting the week of July 29, the percentage of your Ad Exchange traffic transitioned to the new auction dynamics described above will increase to ten percent (10%), where the Ad Exchange closing price is determined by the highest net bid in the auction

Late August to early September

Starting in late August and through early September, all Ad Exchange traffic will have been transitioned to the new auction dynamics described above. Open Auction pricing rules no longer apply to any percentage of Ad Exchange traffic, and only unified pricing rules will be employed.

Protections will allow you to apply advertiser blocks and buyer blocks, similar to how Open Auction pricing rules did. Starting late July, anonymous branding in First Look pricing rules will be retired as part of the transition to a first-price auction and unified pricing rules. Unified pricing rules do not support anonymous

Date Event
May 6

Unified pricing rules open beta.

All publishers can start setting up floor prices with the new unified pricing rules.

June 10 One percent (1%) of your Ad Exchange traffic to be transitioned to a first-price auction, where the closing price is determined by the highest net bid in the auction. Only unified pricing rules will apply to this traffic.
June 26 Five percent (5%) of your Ad Exchange traffic to be transitioned to a first-price auction, where the closing price is determined by the highest net bid in the auction. Only unified pricing rules will apply to this traffic.
Late July Ten percent (10%) of your Ad Exchange traffic to be transitioned to a first-price auction, where the closing price is determined by the highest net bid in the auction. Only unified pricing rules will apply to this traffic.
Late August to early September

All of your Ad Exchange traffic (100%) will have transitioned to a first-price auction. Only unified pricing rules apply to this traffic going forward. Anonymous branding in First Look pricing rules retired.

 

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