The Header Broke the SSP, and Could Take Second-Price Auctions Down with It

We’ve seen the return of industry chatter about the second-price auction model and its place in programmatic. Many will remember debates on the model reported in industry trades going back years. In 2012, Esco Strong from Microsoft penned the infamous piece, “Second-Guessing the Second-Price Auction Model.” I wrote a byline about the topic in 2012 discussing the limitations around the auction model and how its dynamics could improve once demand caught up to supply. So why is the second-price auctionRead more