PTX0815 Court exhibits
PRIVILEG·ED & CONFIDENTIAL Hi Sissie and S,agnik As part of the migration to AdX first-price auctions, we are giving up a si,g nificant advantage Google has retained over the past few years, namely, last look. Last look allowed us to beat header bidders (and other remnant l'ine items) as long as our bi1d value is above the header bidder (HB) bid. To see how this works, in the second-price world suppose Adwords submits a bid of $5, Criteo submits a bid of $2 to the Ad!X auction and the HB bid is $3, Adwords will win this auction and pay $3 to the publisher. Note that $5 is Adwords'·s maximum bi
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Filed as an exhibit in United States v. Google. The PDF is not redistributed here.