{"page":"/blog/bid-shading-explained","modified":"2026-11-10","license":"https://creativecommons.org/licenses/by/4.0/","columns":["Date","Step","Source"],"rows":[["6 Mar 2019","Google announces a unified first-price auction for Ad Manager, expected complete by the end of 2019","Google blog"],["Apr 2019","Schedule published: 1% of Ad Exchange traffic in late May, 5% in June, all by late July","PPC Land, 19 Apr 2019"],["10 May 2019","Google details unified pricing rules, which replace Open Auction pricing rules and apply to all partners equally","Google blog"],["29 Jul 2019","10% of Ad Exchange traffic moves to first price","Release notes"],["5 Sep 2019","Google reports neutral to positive revenue in tests and promises buyers the minimum bid to win after each auction","Google blog"],["10 Sep 2019","Full rollout begins","Release notes"],["7 Oct 2019","Ad Exchange traffic has transitioned in full; Open Auction rules no longer available","Release notes"],["16 Dec 2019","Monitoring ends; the last 3% or less of traffic held on second price moves to first price","Release notes"]],"sourceUrls":[["https://blog.google/products/admanager/simplifying-programmatic-first-price-auctions-google-ad-manager/"],["https://ppc.land/google-moves-all-auctions-to-first-price-by-late-july/"],["https://blog.google/products/admanager/update-first-price-auctions-google-ad-manager/"],["https://support.google.com/admanager/answer/9197913?hl=en"],["https://www.blog.google/products/admanager/rolling-out-first-price-auctions-google-ad-manager-partners/"],["https://support.google.com/admanager/answer/9197913?hl=en"],["https://support.google.com/admanager/answer/9197913?hl=en"],["https://support.google.com/admanager/answer/9197913?hl=en"]]}