What is the danger of going back to first price auction? Second price auction helped to limit the exposure to this kind of risk.

1. July 2018 / Page 1marketing.scienceconsulting group, inc.
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Bid flooding – to raise prices
Multiple fake bids simultaneously, to drive up bids, floor prices
Diagram of normal real-time biddingAutomated “bid
flooding” to manipulate
bids and floor prices
$3.14
$2.93
$1.75
$2.10
$2.67
Net effect is to cause legit buyers’ algos to increase bids to win
impressions, especially dangerous if bid “caps” are not set
$0.94
$1.42