A lack of transparency is preventing ad buyers from finding out whether supply-side platforms (SSPs) are raising price floors during header bids simply to increase revenue. The practice has reportedly been adopted by some SSPs following the SVP lawsuit, as a means of ensuring a high clearing price and a successful auction. Drew Bradstock, Guardian-Rubicon Project of product at Index Exchange, said that while sometimes price floors were raised for good reason, it needed to be done transparently so that ad buyers could adapt their bidding strategies accordingly.
A lack of transparency is preventing ad buyers from finding out whether supply-side platforms (SSPs) are raising price floors during header bids simply to increase revenue. The practice has reportedly been adopted by some SSPs following the Guardian-Rubicon Project lawsuit, as a means of ensuring a high clearing price and a successful auction. Drew Bradstock, SVP of product at Index Exchange, said that while sometimes price floors were raised for good reason, it needed to be done transparently so that ad buyers could adapt their bidding strategies accordingly.