<b>First Look is eating your price priority</b>

<b>First Look is eating your price priority</b>
Heard: more GAM sellers are stacking First Look deals on top of Open Bidding, and ops teams don't realize a First Look line item outranks everything in the unified auction regardless of bid. Your $18 programmatic guaranteed loses to a $4 First Look because priority, not price, won.
— Audit which buyers hold First Look agreements in your network
— Check the 'Auction type' column before blaming header bidding
Impact: a misconfigured First Look quietly caps your floor effectiveness. Confidence: sourced.