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Here are some answers to questions you may have about AdSense moving to a first-price auction:
We will update this page as we announce further updates.
DateEventOctober 7, 2021AdSense announces it will move to a first-price auction by the end of the year.November 17, 2021AdSense completes its transition to a first-price auction.
In the early days of online display advertising, ad space was typically sold to advertisers in a second-price auction, where the final price paid by the winner was determined by the amount of the second-highest bid. Over time, many ad selling platforms in the display advertising ecosystem, including Ad Manager, AdMob, and many third-party ad exchanges, switched their auctions to first-price. In a first-price auction, the final price reflects the winning bid. AdSense is moving to a first-price auction. This will help advertisers by simplifying how they buy online ads and make it easier for them to buy your ad space sold on AdSense.
The move to a first-price auction affects the following AdSense products:
This move does not affect:
No. You do not need to do anything, these changes will update automatically.
No. The move to a first-price auction will not impact your ad implementation.
Yes. This change does not affect the ad formats that AdSense offers.
Due to the dynamic auction environment, we cannot predict how specific AdSense publishers will be impacted. But, on average we expect the impact to AdSense publishers' earnings overall from the move to a first-price auction to be neutral. When Ad Manager moved to a first-price auction, there was a neutral to slightly positive impact to publisher earnings on average.
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