Glossary
First-Price Auction
An auction in which the winning bidder pays the price it submitted.
Media BuyingPractitionerSource: IAB Tech Lab
Definition
An auction in which the winning bidder pays the price it submitted.
Why it matters
Since the industry-wide shift to first-price auctions, bid shading exists specifically to solve the overpayment risk this model creates.
Related terms
Practitioner notes
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