DemandSide Setup Intended Audience Buyers new to AppNexus Console v11 July 26 2012 Introductions Your Name Company Name What youre hoping to learn 2 Todays Agenda Overview ID: 793475
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Slide1
AppNexus Classroom Training
Demand-Side Setup
Intended Audience:
Buyers new to AppNexus Console
v11. July 26, 2012
Slide2Introductions
Your Name
Company NameWhat you’re hoping to learn
2
Slide3Today’s Agenda
Overview
Workflow
Network
Advertiser
Pixels
Creatives
Trackers
Line Item
Campaign
3
Tracking
&
Performance
Sell-Side Preview
Slide4Overview
4
AppNexus UniverseHow RTB Buying WorksBenefits of AppNexus Console
WorkflowNetwork AdvertiserConversion Pixels
CreativesTrackersLine ItemCampaignTracking & Performance
Sell-Side Preview
Recap
Slide5Supply
Demand
AppNexus UniverseBuyers
Sellers5
Publishers
Networks
Networks
Media Buyers
Agencies
Sell-Side Platforms
Exchanges
Demand-Side Platforms
Data Providers
Marketers
Slide6The AppNexus Advantage
6
A single platform to address the needs that previously required the use of multiple platforms.Sellers
BuyersOne integrated platform withcentralized access to all RTB inventory sourcesfully built out sell-side and buy-side controlsa
bility to target both direct and 3rd-party inventory through one campaignoptimization toolsgranular reporting data campaign monitoring tools
Slide7Auction
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
Slide8Workflow
8
The Buy-Side Hierarchy in Console
Overview Network AdvertiserConversion Pixels
CreativesTrackersLine ItemCampaignTracking & Performance
Sell-Side Preview
Recap
Slide9Network
Advertiser
Insertion Order
(OPTIONAL)Line Item
Campaigns
Creatives
Audience
Segment Pixels
Segment Pixels
Domain Lists
Supply Partners
Buy-Side Hierarchy
Conversion Pixels
9
Tools
Slide10Console
Activity
Log into Console and follow your instructor’s demonstration of campaign setup and related concepts.10Follow Along
Slide1111
Domain Lists
Supply Partners AudienceToolsUsers
OverviewWorkflow
AdvertiserConversion PixelsCreativesTrackers
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
Slide12Platform-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
Network
Supply PartnersPlatform-Reviewed
Seller-Reviewed
All
Slide13Workbook Activity
Turn
to your workbook to check your understanding of Network level settingsActivity 1: Network Terms Word Game Page 313
Let's Review
Slide1414
Create an Advertiser
Overview
Workflow NetworkConversion PixelsCreatives
TrackersLine ItemCampaignTracking & PerformanceSell-Side PreviewRecap
Advertiser
Time zone
Currency
Insertion
order
User frequency
Billing information
R
eporting
labels
Slide1515
Pixel types
Conversion PixelSegment PixelPiggy-Back Pixel
OverviewWorkflow NetworkAdvertiser
CreativesTrackersLine ItemCampaign
Tracking & Performance
Sell-Side Preview
Recap
Pixel
Trigger Type
Post-View/Click Interval
Repeat Conversions
Remarketing
Expiration
Slide16Pixel
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
Slide17NyTimes.com
AT&T
adPublisher’s Site
AT&T THANK YOU!Confirmation DetailsHow Segment and Conversion Pixels WorkUser views or clicks the ad
17
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.
Slide1818
Why creatives
are auditedUpload creatives
OverviewWorkflow NetworkAdvertiser
PixelsTrackersLine ItemCampaign
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
Slide19Creative 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
Slide20Sherlock
AppNexus automated
creative scanning systemAll creatives registered with AppNexus are continually monitored for malware flagsMonitoring begins upon upload into our system20
Creative
Creative
Creative
Creative
Slide21Creatives 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 profilesAppNexus will only audit creatives that are opted into the auditing process.Self-Audit21
CreativeCreative
Advertiser
Creative
Creative
Creative
Slide2222
Impression Tracker
Click Tracker
OverviewWorkflow NetworkAdvertiserPixelsCreatives
Line ItemCampaignTracking & PerformanceSell-Side Preview
Recap
Trackers
Slide23Trackers
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
T
rack
your media cost and your publisher's
revenue
Impression
User 123
User 123
“CLICK”
Landing Page
Slide2424
Review of Insertion Order, Line Item & Campaign
Create a Line Item
OverviewWorkflow NetworkAdvertiserPixelsCreatives
TrackersCampaignTracking & PerformanceSell-Side Preview
Recap
Line Item
Currency
Budget time period
Advertiser budget
Line
I
tem budget
Booked revenue
Advertiser goals
Select conversion pixel
Reporting labels
Slide2525Let’s Review
Advertiser
Insertion Order(OPTIONAL)
25
Line ItemCampaigns
Creatives
Segment Pixels
Conversion Pixels
Check your understanding of
Insertion Order
Line Item
Campaign
Slide2626
Review of Insertion Order, Line Item
& CampaignBuying strategy conceptsInventory targeting conceptsCreate a Campaign
Overview
Workflow NetworkAdvertiserPixelsCreatives
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)
Slide27Buying 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 and Networks
Managed Publishers
Third-Party
Direct
Direct
Slide2828
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
Slide29Try 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
Slide3030
Console reporting
Campaign Monitor
OverviewWorkflow NetworkAdvertiserPixelsCreatives
TrackersLine ItemCampaign
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
Slide31Workbook Activity
Turn to your workbook to check your understanding of
tracking & performance in ConsoleActivity 4: Tracking & Performance Terms Word GamePage 931
Let's Review
Slide3232
How RTB Buying Works from
the Seller’s Perspective
OverviewWorkflow NetworkAdvertiserPixelsCreativesTrackers
Line ItemCampaignTracking & PerformanceRecap
Sell-Side
Preview
Slide33Network
Publisher
Sites
Placements
Ad Quality Settings
Demand Partners
Sell-Side Hierarchy
33
Ad Quality Profiles
Payment Rules
Slide3434
What you have learned
End-of-Day QuizAdditional resources
OverviewWorkflow NetworkAdvertiserPixels
CreativesTrackersLine ItemCampaignTracking & PerformanceSell-Side Preview
Recap
Slide3535
Learning Recap
Overview
Workflow
Network
Advertiser
Pixels
Creatives
Trackers
Line Item
Campaign
Tracking
&
Performance
Sell-Side Preview
Slide36Quiz
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
Slide37Thanks for attending!
37