AppNexus Classroom Training

Demand-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 Demand

Buyers

Sellers

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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 Activity

How 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

Advertiser

Insertion Order(OPTIONAL)

Line Item

Campaigns

Creatives

AudienceSegment 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.

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Network

Supply Partner

s

Platform-

Reviewed

Seller-Reviewe

d

All

Workbook Activity

Turn 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

Page

Sign-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 Audit

Publishers 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

Sherlock

AppNexus 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 Review

AdvertiserInsertion 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 Activity

Turn 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

Placements

Ad 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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