The company's other ad platforms, Ad Manager and AdMob have already been moved to first-price auction.
Google has announced it will shift AdSense for content, video and games from a second-price auction model to a first-price auction model. The change will come into effect by the end of 2021.
While Ad Manager and AdMob had already moved to a first-price auction, AdSense's shift means Google will maintain consistency across its ad selling platforms. The move will not affect AdSense for search and shopping.
When Ad Manager moved to a first-price auction, publisher earnings experienced a neutral to a slightly positive impact on an average. Google says it does not expect any impact on publishers' overall earnings from the AdSense move to a first-price auction.
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