DoubleClick AdExchange has removed the "last-look" advantage its own Google had on auctions. Previously, DoubleClick AdExchange's AdX could wait for others to submit their bids before it made its own, meaning it was always in a position to outbid others. Now it will not use that advantage to secure a bid, resolving a key concern of adtech partners. DoubleClick AdExchange's director of project management, Jonathan Bellack, confirmed the change, currently in beta, saying: "We are collecting the price each exchange would pay, including the AdX, and then putting it in a unified auction where the highest price wins."
Google has removed the "last-look" advantage its own DoubleClick AdExchange had on auctions. Previously, Google's AdX could wait for others to submit their bids before it made its own, meaning it was always in a position to outbid others. Now it will not use that advantage to secure a bid, resolving a key concern of adtech partners. Google's director of project management, Jonathan Bellack, confirmed the change, currently in beta, saying: "We are collecting the price each exchange would pay, including the AdX, and then putting it in a unified auction where the highest price wins."