In the very early days of programmatic buying, publishers typically used only one auction to sell their ad inventory. Today the programmatic ecosystem has evolved into a much more complex marketplace where a single ad can pass through a mix of auctions, with different rules, before a winning bid price is selected and an ad is served. This complexity has made it difficult for advertisers and agenci
![Simplifying programmatic: first price auctions for Google Ad Manager](https://cdn-ak-scissors.b.st-hatena.com/image/square/949661565d876872543d5e622b961806d0b0c246/height=288;version=1;width=512/https%3A%2F%2Fblog.google%2Fstatic%2Fblogv2%2Fimages%2Fgoogle-1000x1000.png)