AppNexus Classroom TrainingDemand-Side Setup

Intended Audience:Buyers new to AppNexus Consolev11. July 26, 2012

Introductions Your Name

Company Name What you’re

hoping to learn

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z

Today’s Agenda Overview Workflow Network

Advertiser Pixels Creatives Trackers Line Item Campaign

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Tracking & Performance

Sell-Side Preview

Overview

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AppNexus Universe How RTB Buying Works Benefits of AppNexus Console Workflow

Network Advertiser Conversion

Pixels Creatives Trackers Line Item Campaign Tracking &

Performance Sell-Side

Preview Recap

Supply DemandBuyer

sSellers

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Publishers

Networks Network

s

Media BuyersAgencie

s

Sell-Side Platform

s

Exchanges

Demand-Side

Platforms

Data Provider

s

Marketers

AppNexus Universe

The AppNexus Advantage

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A single platform to address the needs that previously

required the use of multiple

platforms.

Sellers

Buyers

• One integrated platform with• centralized access

to all RTB inventory sources

• fully built out sell-side and buy-side controls

• ability to target both direct and 3rd-party inventory through one campaign

• optimization tools• granular reporting

data • campaign

monitoring tools

Auction ActivityHow does RTB Buying Work?Learn the mechanics of how RTB buying works by participating in a mock auction led by your instructor.

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Now You Try It

Overview

Network Advertiser Conversion

Pixels Creatives Trackers Line Item Campaign Tracking &

Performance Sell-Side

Preview Recap

Workflow

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The Buy-Side Hierarchy in Console

Network

AdvertiserInsertion Order

(OPTIONAL)

Line Item

Campaigns

Creatives

Audience Segment Pixels

Segment Pixels

Domain Lists

Supply Partners

Buy-Side Hierarchy

Conversion

Pixels

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Tools

Console ActivityLog into Console and follow your instructor’s demonstration of campaign setup and related concepts.

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Follow Along

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Domain Lists

Supply Partners

Audience Tools Users

Overview Workflow

Advertiser Conversion

Pixels Creatives Trackers Line Item Campaign Tracking &

Performance Sell-Side

Preview Recap

Network White List Black List Trust Levels Eligibility Third-Party

Data Segment Pixels

Buying Filters Safety Budgets

Platform-Reviewed: trust only platform-

audited inventory

Seller-Reviewed: trust platform- and

seller-audited inventoryset medium trust for supply partners who you know will accurately self-audit their inventory

All: trust all quality and

categories, including unknownunknown inventory has no classification or inventory quality settings

Trust Levels

Apply trust levels to partners from whom you wish to buy inventory.12

Network

Supply Partner

s

Platform-

Reviewed

Seller-Reviewe

d

All

Workbook ActivityTurn to your workbook to check your understanding of

Network level settings

Activity 1: Network Terms Word Game Page 3

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Let's Review

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Create an Advertiser

Overview Workflow Network

Conversion Pixels

Creatives Trackers Line Item Campaign Tracking &

Performance Sell-Side

Preview Recap

Advertiser Time zone Currency Insertion order User

frequency Billing

information Reporting

labels

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Pixel types Conversion Pixel Segment Pixel Piggy-Back Pixel

Overview Workflow Network Advertiser

Creatives Trackers Line Item Campaign Tracking &

Performance Sell-Side

Preview Recap

Pixel Trigger Type Post-View/Click

Interval Repeat

Conversions Remarketing Expiration

Pixel Types 1. Conversion Pixel Track if a user action (registering for a service or making a purchase) can be attributed to viewing an ad(Used in CPA campaigns)

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22. Segment Pixel Track users’ browsing history and place users into segments

3. Piggyback Pixel Notify a non-AppNexus ad server about conversion events or user segmentation

a

NyTimes.com

AT&T ad

Publisher’s Site

AT&T THANK YOU!

Confirmation Details

How Segment and Conversion Pixels Work

User views

or clicks the ad

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AT&T Order Page

Name _____Address____

Confirm

AT&T Landing

PageSign-up for

service!

Register

Advertiser’s Site Pages

User is redirected to AT&T’s site where he signs up for service.

Conversion pixel “fires” telling AppNexus that an activity occurred.

Segment pixel “fires” telling AppNexus this user has been to the AT&T landing page.

This information could be used later to “retarget” the user for different AT&T offers.

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Why creatives are audited

Upload creatives

Overview Workflow Network Advertiser Pixels

Trackers Line Item Campaign Tracking &

Performance Sell-Side

Preview Recap

Creatives

Custom size Creative budget Creative frequency Preview creative Creative audit

options Declare ad server Adding users to a

segment

Creative AuditPublishers want to ensure that advertisements served on their sites don't detract from content or user experience

Creative Audit enables Publishers to • Maintain a standard of

quality

• Ban certain creative attributes

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Buyers

Sellers

Buyers

Sellers

SherlockAppNexus automated creative scanning system

All creatives registered with AppNexus are continually monitored for malware flags

Monitoring begins upon upload into our system

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Creative

Creative

Creative

Creative

Creatives serving on either managed or RTB can be self-audited

Option to self-audit creatives served on your managed inventory to enforce publishers’ ad quality profiles

• AppNexus will only audit creatives that are opted into the auditing process.

Self-Audit

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Creative

Creative

AdvertiserCreativ

e

Creative

Creative

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Impression Tracker

Click Tracker

Overview Workflow Network Advertiser Pixels Creatives

Line Item Campaign Tracking &

Performance Sell-Side

Preview Recap

Trackers

Trackers

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Impression Tracker:

Tracks the recording of impressions when a creative is served

Click Tracker: Tracks when a user clicks on a creative and is redirected to a landing page

Click Tracking setup differs for image, Flash, URL, and Third-Party creatives.

Creative

Creative

Required: Associate an Impression and Click Tracker with a Line Item and Publisher.

Optional: Associate an Impression or Click Tracker with a Placement and/or a Payment Rule

Payment Rule: represents your financial relationship with the publisher Track your media cost and your publisher's revenue

Impression

User 123

User 123 “CLICK”

Landing Page

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Review of Insertion Order, Line Item & Campaign

Create a Line Item

Overview Workflow Network Advertiser Pixels Creatives Trackers

Campaign Tracking &

Performance Sell-Side

Preview Recap

Line Item

Currency Budget time

period Advertiser

budget Line Item

budget Booked revenue Advertiser goals Select

conversion pixel Reporting labels

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Let’s ReviewAdvertiser

Insertion Order(OPTIONAL)

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Line Item

Campaigns

Creatives

Segment Pixels

Conversion Pixels

Check your understanding of Insertion Order Line Item Campaign

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Review of Insertion Order, Line Item & Campaign

Buying strategy concepts

Inventory targeting concepts

Create a Campaign

Overview Workflow Network Advertiser Pixels Creatives Trackers Line Item

Tracking & Performance

Sell-Side Preview

Recap

Campaign

Select Line Item Start/End dates Campaign

budget Daily cap Learn budget Buying

strategies Inventory to

target Targeting

criteria (include/exclude segments)

Buying Strategies

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Buy Direct Inventory:

Run Campaigns on your managed publishers (i.e., direct buys)

When buying direct inventory, prioritize which Campaigns take precedence over othersBuy Third-Party

Inventory: Run Campaigns on inventory from other networks on the AppNexus platform or from 3rd-party exchanges

Campaign

Exchanges & Networks

Managed Publishers

Third-

Party

Direct

Direct

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Let's ReviewWorkbook ActivityTurn to your workbook to check your understanding of

Insertion Order Line Item & Campaign

Activity 2: Review IO, Line Item & Campaign Word Game Page 5

Try It on Your OwnUsing the scenario in your workbook and your Console log in, practice the steps to set up a campaign.

Activity 3: Practice on Your Own Page 729

Now You Try It

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Console reporting Campaign Monitor

Overview Workflow Network Advertiser Pixels Creatives Trackers Line Item Campaign

Sell-Side Preview

Recap

Tracking &Performance

Quick Stats Network-wide

reporting Inventory Sources &

Content Category reporting

Advertiser reporting Real-time inventory

reporting Analyzing domains Scheduling reports

Workbook ActivityTurn to your workbook to check your understanding of

tracking & performance in Console

Activity 4: Tracking & Performance Terms Word GamePage 9

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Let's Review

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How RTB Buying Works from the Seller’s Perspective

Overview Workflow Network Advertiser Pixels Creatives Trackers Line Item Campaign Tracking &

Performance

Recap

Sell-Side Preview

Network

Publisher

Sites

PlacementsAd

Quality Setting

s

Demand

Partners

Sell-Side Hierarchy

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Ad Qualit

y Profile

s Payment Rules

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What you have learned End-of-Day Quiz Additional resources

Overview Workflow Network Advertiser Pixels Creatives Trackers Line Item Campaign Tracking &

Performance Sell-Side Preview

Recap

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Learning Recap

Overview Workflow Network

Advertiser Pixels Creatives Trackers Line Item Campaign

Tracking & Performance

Sell-Side Preview

Quiz Activity

Test your understanding of what you’ve learned today with a multiple-choice quiz.

Your instructor will provide a link to the quiz.

Select one answer per question.

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End-of-Day Quiz

Thanks for attending!

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