Google this month announced that the change to a unified auction will bring more transparency to publishers, and different pricing rules specific for the unified auction.
Jason Bigler, Director, Product Management, at Google, wrote that Google will be able to provide publishers with reporting on all bids submitted for their ads, by requiring that buyers share and receive bid data.
Google also announced that existing floor price rules will be discontinued on the transition to a first price auction. Second price auction will no longer work in a first price auction.
Jason Bigler wrote that Google will release a new feature to all publishers globally, called unified pricing rules, where publishers will be able to create new floor prices across all non-guaranteed partners. Google has a limit of 100 rules, but Jason Bigler says is “working with the partners to understand if this limit can support all use cases, or if a higher limit is necessary.”