优先推荐的SEO推广策略：谷歌推广及竞价广告一价计费的发展与博弈（上）
优先推荐的SEO推广策略：谷歌推广及竞价广告一价计费的发展与博弈（上）
Recommended SEO Strategies: The Evolution and Game Theory of First-Price Bidding in Google Ads (Part 1)
互联网广告最深入人心的计费模式是二价计费，因为这是一个激励相容的出价模式。但是，随着互联网广告按效果OCPX出价以及RTB的发展，一价计费已经越来越普遍。同时，广告主基于一价的出价博弈也越来越多。
The most well-known pricing model in online advertising is second-price bidding, as it's an incentive-compatible mechanism. However, with the rise of OCPX performance-based bidding and RTB developments, first-price bidding has become increasingly common, leading to more strategic bidding behaviors from advertisers.
01. 什么是广告二价计费？
01. What is Second-Price Bidding in Advertising?
广义第二计费（GSP）是目前互联网广告最广泛使用的计费方式之一。其核心逻辑是：出价最高的广告主获得曝光机会，但实际扣费按第二高出价加上微小溢价（如0.01元）。
Generalized Second-Price auction (GSP) remains one of the most widely used pricing models in digital advertising. The core logic: the highest bidder wins the impression but pays the second-highest bid plus a minimal premium (e.g., $0.01).
02. 一价计费的主要应用场景
02. Key Applications of First-Price Bidding
当前一价计费主要应用于三个领域：
First-price bidding is primarily used in three scenarios:
- 海外RTB广告（ADX竞价）
- International RTB ads (ADX auctions)
- 联盟Open Bidding
- Ad network Open Bidding
- 国内信息流OCPX广告
- Domestic feed OCPX ads
03. 一价计费盛行的原因及博弈分析
03. Why First-Price Bidding Thrives and Its Game Theory
OCPX场景：虽然采用二价计费机制，但通过调价因子β的动态调节，最终成本会趋近广告主出价（类一价效果）。这导致广告主可能通过归因手段提高出价来获取更多流量。
OCPX Scenario: While using second-price mechanics, the dynamic adjustment factor β makes final costs approach the bid (quasi-first-price). This incentivizes advertisers to manipulate attribution for better volume.
海外RTB场景：Google ADX在2021年改为统一一价计费，主要解决多层竞价导致的"高价不中标"问题，但带来了Bid Shading等新博弈行为。
International RTB: Google ADX switched to uniform first-price in 2021 to solve the "high-bid-no-win" issue in multi-layer auctions, but introduced new strategies like Bid Shading.
Open Bidding：采用一价计费使流量主收益最大化，但广告主会不断调整出价（Bid Shading），而平台则通过"计费比"策略优化利润率。
Open Bidding: First-price maximizes publisher revenue but leads to constant bid adjustments (Bid Shading), while platforms optimize margins through "billing ratio" strategies.
在下篇文章中，我们将深入分析广告主在一价计费环境下的具体博弈策略，包括Bid Shading技术、探底价策略等高级玩法。
In our next article, we'll dive deeper into advertiser strategies under first-price auctions, including advanced tactics like Bid Shading and floor price testing.
