Fly News Breaks for September 18, 2019
TTD, TLRA, RUBI
Sep 18, 2019 | 13:26 EDT
Google's decision to shift auction mechanics from a second-price auction to a first-price auction is driving improvements in pricing for digital publishers, Craig-Hallum analyst Jason Kreyer tells investors in a research note. He points out that a report from Digiday suggests publishers are seeing pricing increase by 9%-50% in the first 10 days after Google's change. This could drive up prices for supply-side platforms like Rubicon Project (RUBI) and Telaria TLRA), allowing them to assume a take-rate off a larger base of advertising spend, contends Kreyer. He believes buyers, over the long-term, will seek solutions that help them optimize their auction bids. This would increase the utilization of services like Rubicon's Estimated Market Rate or The Trade Desk's (TTD) Koa, says the analyst. Kreyer has Buy ratings on Rubicon Project and Telaria and does not rate shares of Trade Desk.
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