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(Doesn’t change the point of your comment, but doesn’t Google use first-price auctions now?)

I don't think so. First price auctions are not truthful, and advertisers hate them. But there are 50 shades of gray between a second price auction and a first price auction.... if you get my drift.

It's my understanding that Google has been using first-price auctions for a number of years now: https://blog.google/products/adsense/our-move-to-a-first-pri...

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