Many industry observers argue the market will become more straightforward and predictable with first-price auctions as buyers acquire impressions by simply paying the price of their bid.However, the first-price auction model isn't without its flaws . The main difference for buyers in the first-price auction in comparison to the second-price is that they do not know the second-highest bid. Therefore, they can't be sure they are not overpaying for an impression. Natural market tendencies would encourage advertisers to try and bid as little as possible and still get the impression. They would employ aggressive bid strategies to try and win with a bid that's ultimately only $0.01 higher than their estimation of the next advertiser's bid.