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ad exchange

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Hulu Beijing

Feb 3, 2023 · Fundamentals

How Do Ad Exchanges Charge? First‑Price, Second‑Price, and VCG Auctions Explained

This article explains how ad exchanges (ADX) charge advertisers by comparing the generalized first‑price, generalized second‑price, and Vickrey‑Clarke‑Groves (VCG) auction mechanisms, illustrating their pricing rules, advantages, drawbacks, and real‑world adoption in programmatic advertising.

VCGad exchangeauction theory

0 likes · 16 min read

How Do Ad Exchanges Charge? First‑Price, Second‑Price, and VCG Auctions Explained

Hulu Beijing

Jan 13, 2023 · Fundamentals

How Programmatic Advertising Works: Inside Hulu/Disney’s Real‑Time Bidding Ecosystem

This article explains Hulu/Disney’s programmatic advertising ecosystem, detailing the roles of ADN, ADX, SSP, DSP, and DMP, the real‑time bidding workflow, private marketplace order types, and the unified decision engine that balances direct and programmatic ads to maximize revenue.

DSPPMPSSP

0 likes · 15 min read

How Programmatic Advertising Works: Inside Hulu/Disney’s Real‑Time Bidding Ecosystem