An auction structure where all demand sources compete at the same time, rather than in a waterfall sequence where the first source to meet a floor wins. In theory, unified auctions produce better publisher yield and fairer competition for buyers. In practice, the extent to which all buyers truly compete on equal terms depends on how the platform implements it. Ask whether your DSP has the same auction access as the platform's preferred demand partners. The answer is usually instructive.
Ad tech glossary
Unified Auction
Technical definition
A single auction environment where all demand sources compete simultaneously for CTV inventory, theoretically ensuring fair competition and optimal pricing.
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