谷歌将 AdSense 转为首价拍卖
First-price auctions are coming to Google AdSense.
The change will go into effect later this year, Google shared in a blog post on Thursday.
Google Ad Manager and AdMob have already switched to a first-price auction.
Though not nearly as momentous as when Google flipped the switch for Ad Manager, the AdSense change signals that momentum behind the move to first-price auctions has not ebbed.
While most of the ecosystem has already shifted to a first-price auction, AdSense was a holdout.
Meanwhile, Google’s auction business practices have come under increased scrutiny.
An antitrust lawsuit led by Texas and other state attorneys general against Google makes allegations of illegal monopolization centered on the Google Display Network – which includes AdSense for Content – and Google Ads, which bids into AdSense.
Facebook weathered two storms this week: a whistleblower and a sweeping outage across multiple platforms.
First, the Facebook whistleblower revealed herself as Frances Haugen, who spoke with 60 Minutes about how platform changes like a 2018 decision to prioritize posts that “spark conversation” amped up divisiveness on the platform.
Then, on Monday, Facebook, Instagram and WhatsApp shut down for six hours, leaving at least $78 million in revenue on the table, based on previous quarterly earnings estimates.
Tuesday saw Haugen testify on Capitol Hill about Facebook’s decisions to prioritize profits over safety, from spreading misinformation to causing mental harm and even suicide among young social platform users.
What can advertisers make of this mess?
Ironically, some of Facebook’s changes, like the 2018 News Feed update (and the 2016 “friends and family” change before that), were designed to deal with the proliferation of viral publishers (remember the heyday of ViralNova and Upworthy?), which amassed likes but didn’t “spark conversation.”