Technically Speaking: The buzz behind bid shading

Agencies and marketers will have to make a few adjustments when Google adopts first-price auction mechanics, a move happening soon, if gradually. The upshot: Marketers are expected to pay more for ads, while publishers pocket the extra change. Industry experts, meanwhile, seem conflicted about whether the implications will be short-lived or have a long-lasting impact.Until now, Google used second-price auction mechanics, which is similar to buying something on eBay. For example: If the highest