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 could not use that advantage to submit a bid , resolving a key concern of adtech partners . Google 's director of asset 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 bid 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."