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The FTC alleges that Amazon has been representing that it's ad marketplace runs a second priced auction, when in practice it is essentially running first priced.

There are a number of aspects of the story that have been overlooked, including the fact that Amazon could have moved to a First Priced Auction like the rest of the Display advertising marketplace.

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The FTC alleges that Amazon has been representing that it's ad marketplace runs a second priced auction, when in practice it is essentially running first priced.

There are a number of aspects of the story that have been overlooked, including the fact that Amazon could have moved to a First Priced Auction like the rest of the Display advertising marketplace.