DemandSide Setup Intended Audience Buyers new to AppNexus Console v11 July 26 2012 Introductions Your Name Company Name What youre hoping to learn 2 z Todays Agenda Overview ID: 695053
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AppNexus Classroom Training
Demand-Side Setup
Intended Audience:
Buyers new to AppNexus Console
v11. July 26, 2012Slide2
Introductions
Your Name
Company NameWhat you’re hoping to learn
2Slide3
z
Today’s Agenda
Overview
WorkflowNetwork
Advertiser
Pixels
Creatives
Trackers
Line Item
Campaign
3
Tracking & Performance
Sell-Side PreviewSlide4
Overview
4
AppNexus UniverseHow RTB Buying WorksBenefits of AppNexus Console
WorkflowNetwork AdvertiserConversion PixelsCreatives
TrackersLine ItemCampaignTracking & PerformanceSell-Side PreviewRecapSlide5
Supply
Demand
BuyersSellers
5
Publishers
Networks
Networks
Media Buyers
Agencies
Sell-Side Platforms
Exchanges
Demand-Side Platforms
Data Providers
Marketers
AppNexus
UniverseSlide6
The AppNexus Advantage
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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 ItSlide8
Overview
Network
Advertiser
Conversion PixelsCreativesTrackersLine ItemCampaignTracking & PerformanceSell-Side Preview
RecapWorkflow8The Buy-Side Hierarchy in ConsoleSlide9
Network
Advertiser
Insertion Order(OPTIONAL)
Line Item
Campaigns
Creatives
Audience
Segment Pixels
Segment Pixels
Domain Lists
Supply Partners
Buy-Side Hierarchy
Conversion
Pixels
9
ToolsSlide10
Console Activity
Log into Console and
follow your instructor’s demonstration of campaign setup and related concepts.10Follow AlongSlide11
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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 BudgetsSlide12
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
AllSlide13
Workbook Activity
Turn to your workbook to check your understanding of
Network level settingsActivity 1: Network Terms Word Game Page 313
Let's ReviewSlide14
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Create an Advertiser
Overview
Workflow NetworkConversion PixelsCreativesTrackersLine Item
CampaignTracking & PerformanceSell-Side PreviewRecap
Advertiser
Time zone
Currency
Insertion order
User frequency
Billing information
Reporting labelsSlide15
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
ExpirationSlide16
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 segmentationSlide17
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.
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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 segmentSlide19
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
SellersSlide20
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
CreativeSlide21
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
CreativeSlide22
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Impression Tracker
Click Tracker
OverviewWorkflow NetworkAdvertiserPixelsCreatives
Line ItemCampaignTracking & PerformanceSell-Side PreviewRecap
TrackersSlide23
Trackers
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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 PageSlide24
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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 labelsSlide25
25Let’s Review
Advertiser
Insertion Order(OPTIONAL)
25Line Item
Campaigns
Creatives
Segment Pixels
Conversion Pixels
Check your understanding of
Insertion Order
Line Item
CampaignSlide26
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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
DirectSlide28
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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 5Slide29
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 ItSlide30
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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 reportsSlide31
Workbook Activity
Turn to your workbook to check your understanding of
tracking & performance in ConsoleActivity 4: Tracking & Performance Terms Word GamePage 931
Let's ReviewSlide32
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How RTB Buying Works from the Seller’s Perspective
Overview
Workflow NetworkAdvertiserPixelsCreativesTrackersLine Item
CampaignTracking & Performance
Recap
Sell-Side
PreviewSlide33
Network
Publisher
Sites
Placements
Ad Quality Settings
Demand Partners
Sell-Side Hierarchy
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Ad Quality Profiles
Payment RulesSlide34
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What you have learned
End-of-Day QuizAdditional resources
OverviewWorkflow NetworkAdvertiserPixelsCreativesTrackers
Line ItemCampaignTracking & PerformanceSell-Side Preview
RecapSlide35
35
Learning Recap
Overview
Workflow
Network
Advertiser
Pixels
Creatives
Trackers
Line Item
Campaign
Tracking & Performance
Sell-Side PreviewSlide36
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 QuizSlide37
Thanks for attending!
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