Google no longer favours its own ad bids over competition
Google has removed the "last-look" advantage its own DoubleClick AdExchange had on auctions. Previously, Google's AdX could wait for others to submit their bids before it made its own, meaning it was always in a position to outbid others. Now it will not use that advantage to secure a bid, resolving a key concern of adtech partners. Google's director of project management, Jonathan Bellack, confirmed the change, currently in beta, saying: "We are collecting the price each exchange would pay, including the AdX, and then putting it in a unified auction where the highest price wins."
Publishers rejoice, Google is set to relinquish the so-called ‘last look’ its own DoubleClick AdExchange had on auctions that mean it is able to bid on every impression and consequently always outbid others.

Google has tweaked its auction to no longer favour its own ads over competition.

The u-turn was revealed by Ad Exchanger, which posted a document that outlined the change for Google’s Exchange Bidding in Dynamic Allocation.