RTB Corner for May 10, 2018 - The latest news and views for the Supply-Side and DSP Community.

Videology prepares for bankruptcy, Amobee lead bidder

Videology is planning to file for chapter 11 bankruptcy protection with a deal to sell its assets for about $45 million, according to people familiar with the matter. Amobee will become the “stalking horse,” or lead bidder, setting a floor price to encourage other potential bidders to submit higher offers. Videology intends to file for chapter 11 as soon as Thursday, the people said. (The Wall Street Journal)

Drawbridge sells media arm to Gimbal, exits adtech

Drawbridge, a cross-device measurement platform, is selling its U.S. media business to location data platform Gimbal, shutting down its self-serve ad platform and getting out of the advertising sector.  (AdExchanger)

Study finds nearly half of programmatic impressions are sold through first-price auctions

Programmatic platforms are making quick work in transitioning how they price inventory. According to a study done by DSP Getintent, 43.3% of impressions were sold through first-price auctions during a period in March, while just 5.8% were sold that way in December. (eMarketer)

Shift to programmatic first-price auctions: IPG weighs in

Interpublic's Magna unit published a report this week on the shift from the programmatic media-buying marketplace's second price auction model to one based on first-price bids. This piece looks at the the pros and cons of first price from a buyer's perspective. (MediaPost)

Why programmatic is fueling digital video ad spending

This commentary takes a close look at the IAB's recent video ad spend report (see below), and looks at why programmatic is a significant factor driving overall investments in digital video. (MediaPost)

IAB releases its 2018 Video Ad Spend study

The IAB released its annual "Digital Content NewFronts: Video Ad Spend Study," and among key findings, reported that nearly 60% of marketers' digital advertising budgets are allocated to digital video. (IAB)

Martin Sorrell's planning on starting again

Former WPP CEO, Martin Sorrell said he doesn't plan to go into "voluntary or involuntary retirement" and plans to "start again" during a speaking engagement in New York this week. (AdAge)

Google's GDPR consent tool will limit publishers to 12 ad tech vendors

Google disclosed how it will help publishers obtain tracking consent from users during a call with the IAB Europe GDPR Transparency and Consent steering committee, and its approach could spell trouble for media and ad tech companies. (AdExchanger)

Quartz changes mind on programmatic ads