AppNexus Classroom TrainingDemand-Side Setup

Intended Audience:Buyers new to AppNexus Console

v11. July 26, 2012

Introductions

Your Name Company Name What you’re hoping

to learn

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Today’s Agenda

Overview

Workflow

Network

Advertiser

Pixels Creative

s Trackers Line

Item Campaig

n3

Tracking & Performance

Sell-Side Preview

Overview

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AppNexus UniverseHow RTB Buying WorksBenefits of AppNexus Console

Workflow Network Advertiser Conversion

Pixels Creatives Trackers Line Item Campaign Tracking &

Performance Sell-Side

Preview Recap

Supply

Demand

AppNexus Universe

Buyers

Sellers

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Publishers

Networks

Networks

Media Buyer

sAgenc

ies

Sell-Side

Platforms

Exchanges

Demand-Side Platfor

ms

Data Provid

ers

Marketers

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. 7

Now You Try It

Workflow

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The Buy-Side Hierarchy in Console

Overview

Network Advertiser Conversion

Pixels Creatives Trackers Line Item Campaign Tracking &

Performance Sell-Side

Preview Recap

Network

AdvertiserInsertion Order

(OPTIONAL)

Line Item

Campaigns

Creatives

Audience Segment

PixelsSegment

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:

http://console.appnexus.comUN: training@appnexusPW: password1

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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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NetworkSupply

Partners

Platform-

Reviewed

Seller-

ReviewedAll

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 typesConversion

PixelSegment

PixelPiggy-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

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____Confir

m

AT&T Landing

PageSign-up

for service! Regist

er

Advertiser’s Site Pages

User is redirect

ed 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

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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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CreativeCreativ

eAdvert

iserCreative

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 others

Buy Third-Party Inventory:

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

Campaign

Exchanges and

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

PublisherSites

Placements

Ad Quali

ty Settings

Demand

Partners

Sell-Side Hierarchy

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Ad Quality

Profiles Paym

ent 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

PreviewRecap

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Learning Recap

Overview

Workflow

Network

Advertiser

Pixels Creative

s Trackers Line

Item Campaig

n

Tracking & Performance

Sell-Side Preview

Quiz ActivityTest 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. 36

End-of-Day Quiz

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Additional Resources

Visit our Getting Started pages in the Wiki: Demand-Side Training

• https://wiki.appnexus.com/display/console/1+Demand-Side+Training

Read up on our malware prevention standards:• https://wiki.appnexus.com/display/policies/Malvertising+Prevention• https://otalliance.org/docs/OTA_guidlines_final10_18.pdf• http://www.anti-malvertising.com/

Register for a Webinar:• https://wiki.appnexus.com/display/console/Webinar+Program

Explore our Knowledge Base: • https://wiki.appnexus.com/display/console/Knowledge+Base+Articles

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Additional ResourcesOffset future errors and overspends by applying these best

practices:

Safety First: Minimizing the Risk of Trafficking Accidents• 3rd-Party Buying Filters enable you to limit targeting across all campaigns.• Safety Budgets limit the maximum amount your campaigns can spend per

day on external inventory.• Email alerts notify you if your spend approaches or reaches the Safety

Budget limit. • https

://wiki.appnexus.com/display/console/Safety+First+-+Minimizing+the+Risk+of+Trafficking+Accidents

Minimizing the Risk of Trafficking Accidents Part 2

• Monitor and limit campaigns closely during the first hours.• Set budgets at all available levels.• Test pixels and creatives prior to activating campaigns.• Create targeting templates for common targeting scenarios.• https://wiki.appnexus.com/display/console/Minimizing+the+Risk+of+Trafficki

ng+Accidents+Part+2

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Thanks for attending!

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