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. The change is part of an effort by Google and other ad networks to make sure they are getting paid fair market value when ads appear next to each other.
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."