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掲載記事「GoogleによるLast-Look オークションアドバンテージの削除とはどういう意味?」

April 4, 2017

https://www.mediapost.com/publications/article/298…

Tobi Elkin

Google has quietly removed what’s referred to as its “last-look” advantage in real-time auctions. In news first reported by AdExchanger, Google tweaked the auction so that it doesn’t give itself the advantage of a last look in allocating bids. Essentially, this means Google will identify the price each exchange will pay, including its own exchange, AdX, and place it in a single auction where the highest price wins.

The ad-tech industry, to date, has found header bidding a suitable tactic for working around the tech giant. Most ad-tech firms now offer it or are partnering with others on it. But since the obstacle that spurred header bidding on is no longer there, why does the industry need it? And, since so many ad-tech firms have gone all in on it and if the playing field is more level, what should they do?

Stephanie Snow, vice president of ad operations, Intermarkets, told RTBlog: “Google’s abandonment of ‘last look’ could be a move toward a first-price auction, where inventory is bid on according to its actual value as perceived by the buyer. If Google moves this direction faster than other header bidders, it would regain the advantage they gave up.”

Matomy Mediaのモバイル戦略のVPであるNoam Neumannは、ヘッダービッディングがすぐになくなるとは考えていませんが、特にGoogleが路線変更し、GoogleとFacebookの両方が同様のオファーを提供するようになった今、アドテク企業はパブリッシャーが差別化できる価値提案を示す必要があると考えています。

「ヘッダービッディングが明日廃止されることはありません。ですが、Googleの最近の発表は業界を劇的に変化させており、ヘッダービッディングに焦点を当てた企業は戦略の再考を強いられています」とNeumannは電子メールでRTBlogに語りました。「かつてのヘッダービッディングは、企業に競合優位性、つまり透明性と管理性をもたらす力を提供していました。Googleが「ラストルック」の優位性を取り除いたため、パブリッシャーと広告主の間には様々な価値観が生まれました。透明性を高めるのではなく、より良いデータを求めて、より高いROIと利回りを実現しようとしています。…しかし、主な違いは需要の種類と価格であるため、ゲームは透明性から提供されるデータの品質と能力に移行しました」

The Trade Desk’s Tim Sims, Vice President of Inventory Partnerships, called header bidding “the first step toward the preferred end state of programmatic advertising: a fully transparent marketplace where buyers have access to all classes of supply, sellers are able to maximize yield, and everyone gets to truly compete for each impression.” In that line of thinking, header bidding represents a step forward. Sims added: “Though it offers publishers the most immediate benefits, buyers have a major stake in the long-term success of a unified auction.” Sims said the company is always looking for more ways to move the industry toward a “truly open exchange market” and header bidding has enabled more transparency for all players.

Still, Google’s change, coupled with Facebook’s header bidding entry, suggests that ad-tech players should focus on improving overall technology instead of only one tactic.

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