Buying Native on AppNexus

1 AppNexus Inc. — Confidential

February, 2016

2 AppNexus Inc. — Confidential

Native Advertising Growing

• Projected to grow to $21 billion in 2018, rising from just $4.7 billion in 2013.

• Increase in native budgets by marketers

Native Ad

Publisher Content

We believe the Native market will see a shift to programmatic within the next 12-18 months

Why Native• Immersive Organic User Experience• Custom Quality Content• Inspire Consumers

BUYING SHARETHROUGH ON APPNEXUS

AppNexus Inc. — Confidential3

What is Programmatic Native?

Real Time pricing decisions on paid media, for which the form and function aligns with the ad experience

BUYING SHARETHROUGH ON APPNEXUS

Advantages of Buying Native Programmatically

What would be the benefits?• Increased reach• Efficient workflow• Leverage the power of your

data

4 AppNexus Inc. — Confidential

In-feed Native Space on Sharethrough

Mobile Example

Desktop Example

BUYING SHARETHROUGH ON APPNEXUS

AppNexus Inc. - Confidential – Not for Distribution5

Creative Trafficking

Image

Icon

Description

Title

BUYING SHARETHROUGH ON APPNEXUS

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Creative ElementsBUYING SHARETHROUGH ON APPNEXUS

Required Native Creative Parameters for Sharethrough:

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BUYING SHARETHROUGH ON APPNEXUS

Creative Trafficking

See preview of elements in the UI Demo

Can use third party pixels as well- Do not accept JS pixels

Audit to protect ad quality needs - Creatives require branding + landing page- Creative and landing page need to abide by

AppNexus content policy- AppNexus will audit all creatives that serve on

Sharethrough

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Native Creative: APIBUYING SHARETHROUGH ON APPNEXUS

{ "status": "ok", "native": [ { "type": "in-feed-standard", "title": ”title goes here", "description": ”description goes here", "full_text": ”text goes here", "icon_img_url": "https://dummyimage.com/100x100?text=ICON", "main_media": [{"label": "default”,"width": 800,"height": 500,"url": https://dummyimage.com/800x500}], //not supported "cta": "download”, "click_trackers": ["https://secure-nym.adnxs.com/click?./cnd=AQ./","http://dummyimage.com/1x1?text=clicktrack”], "impression_trackers": ["https://secure-nym.adnxs.com/it?e=wqT_323123","https://dummyimage.com/1x1?text=imptrack”], "click_url": "http://landingpage.com" } ]}

• From native ad response, Sharethrough grabs relevant content and reformats with to style the elements to fit the page form

• Sharethrough fires off impression and click trackers based on asset rendering and ad engagement

content

tracking

9 AppNexus Inc. - Confidential – Not for Distribution

Key Take Aways1. Sharethrough + RTB = $$$ + Reach + Scale2. Real Time Data Personal user experience3. Sharethrough Differentiation: In-Feed Native Space

embedded in the content4. Seamless Campaign workflow on APN with minimum

deviation from Display workflow

10 AppNexus Inc. - Confidential – Not for Distribution

Demo

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Native Creative Trafficking --- Extra Slide

Image

Icon

Description

BUYING SHARETHROUGH ON APPNEXUS