5 September 2023
Last modified: 14 March, 2022
A type of auction model in programmatic advertising, first-price auctions are where buyers bid for ad impressions and the highest bid wins. The winning bidder pays exactly the price they bid, and the ad is served. In some situations, a floor price may be set by the seller – which is the lowest price they will accept. First-price auctions can be private (invitation-only) or public.
See also, Second-Price Auction.