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AdSense is moving to a first-price auction

October 7, 2021

In our continued effort to simplify AdSense, we will be moving the AdSense (AdSense for Content, Video, and Games) auction from second-price to first-price in the coming months. This change will make it easier for buyers to purchase your ad space sold on AdSense. There is no action for you and you will likely not see a change in your earnings. We’re making this announcement now to help our advertiser partners prepare before we change how the AdSense auction works.

Benefits to publishers and advertisers

By streamlining the auction model across AdSense, Ad Manager and AdMob, we are aligning our process with other ad selling platforms in the display advertising ecosystem. We believe this will help grow advertiser spending confidence in digital advertising and an increase in spending confidence over time will benefit publishers.

Preparing for the change

We expect the transition to a first-price auction to be completed later this year. You do not need to do anything, these changes will update automatically.

For more information and future updates, check out our AdSense first-price auction FAQs.

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