AdSense Changes for 2021: AdSense to Shift to a First-price Auction Model

Bar Lazarovitch-Palfi, October 25, 2021


  • AdSense update of first-price auctions will affect AdSense for content, AdSense for video, and AdSense for games. 
  • AdSense for search and AdSense for shopping won’t change for now.
  • All of Googles publisher stack will be on a first-price auction model.
  • Advertisers will need to shift their bidding strategy and possibly reassess budgets. 
  • Publishers’ value continues to be protecting and ensuring high-quality content, a valuable and engaged audience, and the right ad experience.