AppNexus Classroom Training PowerPoint Presentation

AppNexus Classroom Training PowerPoint Presentation

2018-10-24 2K 2 0 0

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Demand-Side Setup . Intended Audience:. Buyers new to AppNexus Console. v11. July 26, 2012. Introductions. . Your Name. Company Name. What you’re hoping to learn . 2. z. Today’s Agenda. Overview. ID: 695053

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Presentations text content in AppNexus Classroom Training

Slide1

AppNexus Classroom Training

Demand-Side Setup

Intended Audience:

Buyers new to AppNexus Console

v11. July 26, 2012

Slide2

Introductions

Your Name

Company NameWhat you’re hoping to learn

2

Slide3

z

Today’s Agenda

Overview

WorkflowNetwork

Advertiser

Pixels

Creatives

Trackers

Line Item

Campaign

3

Tracking & Performance

Sell-Side Preview

Slide4

Overview

4

AppNexus UniverseHow RTB Buying WorksBenefits of AppNexus Console

WorkflowNetwork AdvertiserConversion PixelsCreatives

TrackersLine ItemCampaignTracking & PerformanceSell-Side PreviewRecap

Slide5

Supply

Demand

BuyersSellers

5

Publishers

Networks

Networks

Media Buyers

Agencies

Sell-Side Platforms

Exchanges

Demand-Side Platforms

Data Providers

Marketers

AppNexus

Universe

Slide6

The AppNexus Advantage

6

A single platform to address the needs that previously required the use of multiple platforms.SellersBuyers

One integrated platform withcentralized access to all RTB inventory sourcesfully built out sell-side and buy-side controlsability to target both direct and 3rd-party inventory through one campaignoptimization toolsgranular reporting data campaign monitoring tools

Slide7

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. 7

Now You Try It

Slide8

Overview

Network

Advertiser

Conversion PixelsCreativesTrackersLine ItemCampaignTracking & PerformanceSell-Side Preview

RecapWorkflow8The Buy-Side Hierarchy in Console

Slide9

Network

Advertiser

Insertion Order(OPTIONAL)

Line Item

Campaigns

Creatives

Audience

Segment Pixels

Segment Pixels

Domain Lists

Supply Partners

Buy-Side Hierarchy

Conversion

Pixels

9

Tools

Slide10

Console Activity

Log into Console and

follow your instructor’s demonstration of campaign setup and related concepts.10Follow Along

Slide11

11

Domain Lists

Supply Partners AudienceToolsUsers

OverviewWorkflow

AdvertiserConversion PixelsCreativesTrackersLine ItemCampaign

Tracking & Performance

Sell-Side Preview

Recap

Network

White List

Black List

Trust Levels

Eligibility

Third-Party Data

Segment Pixels

Buying Filters

Safety Budgets

Slide12

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

NetworkSupply Partners

Platform-Reviewed

Seller-Reviewed

All

Slide13

Workbook Activity

Turn to your workbook to check your understanding of

Network level settingsActivity 1: Network Terms Word Game Page 313

Let's Review

Slide14

14

Create an Advertiser

Overview

Workflow NetworkConversion PixelsCreativesTrackersLine Item

CampaignTracking & PerformanceSell-Side PreviewRecapAdvertiser

Time zone

Currency

Insertion order

User frequency

Billing information

Reporting labels

Slide15

15

Pixel types

Conversion PixelSegment PixelPiggy-Back Pixel

OverviewWorkflow NetworkAdvertiser

CreativesTrackersLine ItemCampaignTracking & PerformanceSell-Side Preview

Recap

Pixel

Trigger Type

Post-View/Click Interval

Repeat Conversions

Remarketing

Expiration

Slide16

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)16

2

2. 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

Slide17

a

NyTimes.com

AT&T adPublisher’s Site

AT&T THANK YOU!Confirmation DetailsHow Segment and Conversion Pixels WorkUser views or clicks the ad17

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.

Slide18

18

Why creatives

are auditedUpload creatives

OverviewWorkflow NetworkAdvertiserPixels

TrackersLine ItemCampaignTracking & 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

Slide19

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 qualityBan certain creative attributes19

Buyers

Sellers

Buyers

Sellers

Slide20

Sherlock

AppNexus automated creative scanning system

All creatives registered with AppNexus are continually monitored for malware flagsMonitoring begins upon upload into our system20

CreativeCreative

Creative

Creative

Slide21

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-Audit21

CreativeCreative

Advertiser

Creative

Creative

Creative

Slide22

22

Impression Tracker

Click Tracker

OverviewWorkflow NetworkAdvertiserPixelsCreatives

Line ItemCampaignTracking & PerformanceSell-Side PreviewRecap

Trackers

Slide23

Trackers

23

Impression Tracker: Tracks the recording of impressions when a creative is servedClick Tracker: Tracks when a user clicks on a creative and is redirected to a landing pageClick 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

Slide24

24

Review of Insertion Order, Line Item & Campaign

Create a Line Item

OverviewWorkflow NetworkAdvertiserPixelsCreativesTrackers

CampaignTracking & PerformanceSell-Side PreviewRecap

Line Item

Currency

Budget time period

Advertiser budget

Line Item budget

Booked revenue

Advertiser goals

Select conversion pixel

Reporting labels

Slide25

25Let’s Review

Advertiser

Insertion Order(OPTIONAL)

25Line Item

Campaigns

Creatives

Segment Pixels

Conversion Pixels

Check your understanding of

Insertion Order

Line Item

Campaign

Slide26

26

Review of Insertion Order, Line Item & Campaign

Buying strategy conceptsInventory targeting conceptsCreate a Campaign

OverviewWorkflow NetworkAdvertiserPixelsCreatives

TrackersLine ItemTracking & 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)

Slide27

Buying Strategies

27Buy 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

CampaignExchanges & Networks

Managed Publishers

Third-Party

Direct

Direct

Slide28

28

Let's Review

Workbook ActivityTurn to your workbook to check your understanding of Insertion OrderLine Item &

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

Slide29

Try It on Your Own

Using 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

Slide30

30

Console reporting

Campaign Monitor

OverviewWorkflow NetworkAdvertiserPixelsCreativesTrackersLine Item

CampaignSell-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

Slide31

Workbook Activity

Turn to your workbook to check your understanding of

tracking & performance in ConsoleActivity 4: Tracking & Performance Terms Word GamePage 931

Let's Review

Slide32

32

How RTB Buying Works from the Seller’s Perspective

Overview

Workflow NetworkAdvertiserPixelsCreativesTrackersLine Item

CampaignTracking & Performance

Recap

Sell-Side

Preview

Slide33

Network

Publisher

Sites

Placements

Ad Quality Settings

Demand Partners

Sell-Side Hierarchy

33

Ad Quality Profiles

Payment Rules

Slide34

34

What you have learned

End-of-Day QuizAdditional resources

OverviewWorkflow NetworkAdvertiserPixelsCreativesTrackers

Line ItemCampaignTracking & PerformanceSell-Side Preview

Recap

Slide35

35

Learning Recap

Overview

Workflow

Network

Advertiser

Pixels

Creatives

Trackers

Line Item

Campaign

Tracking & Performance

Sell-Side Preview

Slide36

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. 36

End-of-Day Quiz

Slide37

Thanks for attending!

37


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