What type of auction can the Microsoft Retail Media platform ( powered by PromoteIQ) platform offer?

The Microsoft Retail Media platform, powered by PromoteIQ, utilizes a second-price auction model. In a second-price auction, the highest bidder wins the ad placement but pays the price of the second-highest bid. This mechanism encourages bidders to bid their true valuation for an impression, as bidding higher than their true value risks overpaying, and bidding lower risks losing an impression they would have otherwise won profitably. Waterfall and header bidding are ad serving techniques, not auction types. Waterfall involves a sequential offering of inventory to demand sources, while header bidding allows multiple demand sources to bid simultaneously before the ad server call.