First-price reality: floors vs bid shading as your defense

First-price reality: floors vs bid shading as your defense
Watching: in an all-first-price world, pubs think floors are their only weapon — they're half the kit.
— Hard floors protect a minimum but get shaded down to exactly by smart SSPs.
— Soft/dynamic floors that move per-context out-pace shading algorithms that assume a static target.
— Deal-based pricing (PMP rate cards) sidesteps shading entirely — the price is the price.
Impact: Pair dynamic floors WITH PMP rate cards; static floors alone just feed the shading model your number. (sourced)