Aarki, a leading AI-enabled mobile marketing platform, announces that it now supports first-price auctions alongside second-price auctions. While much of web-based programmatic supply transitioned to first-price auctions over two years ago, 2019 was the year when mobile in-app inventory moved to first-price.
“As the mobile programmatic ecosystem transitions to first-price auctions, Aarki has developed bidding models to support both first- and second-price auction mechanics while achieving performance at scale for our clients,” said Nicol Cseko, VP of Product at Aarki. “We have seen first-hand that first-price auctions can help our publisher partners maximize the value of their inventory without lessening the performance of our advertiser’s marketing campaigns.”
Aarki has developed a proprietary first-price bid optimization strategy to help mobile performance advertisers transition to first-price auctions without overpaying in a first-price world. With first-price auctions often positioned as a benefit to publishers, the implication for advertisers was an expectation that they will pay more for each ad impression, impacting the effectiveness of their marketing budgets. Advertisers on Aarki’s mobile marketing platform saw a seamless transition to first-price auctions, with some first-price auctions outperforming second-price auctions to achieve a 24% higher return on investment (ROI).
In Q4 2019, nearly 45% of all impressions transacted by Aarki were bought through first-price auctions across key exchange partners, with Google Ad Manager, Adcolony, and AppLovin leading the way in mobile in-app, first-price supply.