Improve Digital, the Dutch SSP / Ad Exchange founded in 2008, today announced that is "ready for First-Price Auction!" Improve Digital says that "believes in the advantages of the first and second-price auctions and are committed to providing clear functionality for both auction types moving forward."
Improve Digital is working closely with DSPs to ensure "that all technologies can recognize the indicated auction type in a bid request and adapt bid strategies accordingly." For DSP´s, Improve Digital offer full transparency on which auction is being executed in the bid request.
For publishers, the message was that Improve Digital is ready to support both auction models in programmatic trading for Header bidding and programmatic deals "as of now."
Improve Digital ready for header bidding and first price auctions "as of now"
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