Transition schedule to first-price auction

Your inventory was recently transitioned to a first-price auction. Open Auction pricing rules were replaced with the simplified unified pricing rules.The following summarizes the 2019 transition schedule.

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, Open 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 Open 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.

Mid August

On August 14, Open Auction rules that block some or all buyers, advertisers, or brands start to transition to Protections, and Open Auction pricing rules where specific pricing was set for branded, anonymous and semi-transparent also start transition to unified pricing rules and URLs. On this date, the new controls in Protections, URLs, and unified pricing rules start to apply on up to 5% of your traffic and, on this same traffic, Open Auction rules stop applying.

Review and update Protections, URLs, and unified pricing rules now to prepare for the transition. Learn what to do in Guide for transition to first-price auction.

On this date for applicable traffic, the following setups are to be affected:

Blocks

  • Universal inventory blocks: Open Auction rules may have been set up as a "universal inventory block" on all buyers, advertisers or brands. They may apply to some or all of your inventory. Start using "Inventory exclusion" rules under Protections instead. Learn more
     
  • Blocks on specific buyers, advertisers, or brands: Open Auction rules may have been set up to block specific buyers, advertisers, or brands. They may apply to some or all of your inventory. Start using "Ad content" rules under Protections instead. Learn more

Advertiser and brand blocks from Protections were applied in early July.

Branding

  • Brand settings: Open Auction rules may have been set up with pricing for the branded, anonymous, or semi-transparent options. They may apply to some or all of your inventory. Start using a combination of unified pricing rules and URLs. Learn more

URLs do not have an "Anonymous" option. As a result, inventory that's currently set to "Anonymous" in Open Auction pricing rules will need to be set up as either "Branded" or "Semi-transparent".

September 10

Starting September 10, Ad Exchange traffic starts to be transitioned in full to a first-price auction. The transition to a first-price auction will apply gradually over the course of a few weeks. Ensure that you've set up Protections, URLs, and unified pricing rules according to the Guide for transition to first-price auction

Once Ad Exchange traffic is transitioned, Open Auction pricing rules no longer apply and will be retired. New Open Auction rules can no longer be created, and existing ones will no longer be accessible.

Summary of transition

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.
Mid August Open Auction rules that block some or all buyers, advertisers, or brands transition to Protections. Open Auction pricing rules where specific pricing was set for branded, anonymous and semi-transparent transition to unified pricing rules and URLs.
September 10 Ad Exchange traffic starts to transition in full to a first-price auction. Once the transition is complete, Open Auction pricing rules no longer apply and are retired. Only unified pricing rules, URLs, and Protections apply.


 

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