AppNexus Classroom Training
Demand-Side Setup
Intended Audience:Buyers new to AppNexus Consolev11. July 26, 2012
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Today’s Agenda
Overview Workflow Network
Advertiser Pixels Creatives Trackers Line Item Campaign
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Tracking & Performance
Sell-Side Preview
Overview
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AppNexus Universe How RTB Buying Works Benefits of AppNexus Console
Workflow Network Advertiser Conversion
Pixels Creatives Trackers Line Item Campaign Tracking &
Performance Sell-Side
Preview Recap
Supply Demand
Buyers
Sellers
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Publishers
Networks Network
s
Media BuyersAgencie
s
Sell-Side Platform
s
Exchanges
Demand-Side
Platforms
Data Provider
s
Marketers
AppNexus Universe
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 Activity
How does RTB Buying Work?
Learn the mechanics of how RTB buying works by participating in a mock auction led by your instructor.
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Now You Try It
Overview
Network Advertiser Conversion
Pixels Creatives Trackers Line Item Campaign Tracking &
Performance Sell-Side
Preview Recap
Workflow
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The Buy-Side Hierarchy in Console
Network
Advertiser
Insertion Order(OPTIONAL)
Line Item
Campaigns
Creatives
AudienceSegment Pixels
Segment 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.
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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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Network
Supply Partner
s
Platform-
Reviewed
Seller-Reviewe
d
All
Workbook Activity
Turn 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 types Conversion Pixel Segment Pixel Piggy-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
a
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____
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 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 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 quality
• Ban certain creative attributes
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Buyers
Sellers
Buyers
Sellers
Sherlock
AppNexus 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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Creative
Creative
AdvertiserCreativ
e
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 Review
AdvertiserInsertion 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 othersBuy Third-Party
Inventory: Run Campaigns on inventory from other networks on the AppNexus platform or from 3rd-party exchanges
Campaign
Exchanges & 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 Activity
Turn 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
Publisher
Sites
Placements
Ad Quality Setting
s
Demand
Partners
Sell-Side Hierarchy
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Ad Qualit
y Profile
s Payment 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 Preview
Recap
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Learning Recap
Overview Workflow Network
Advertiser Pixels Creatives Trackers Line Item Campaign
Tracking & Performance
Sell-Side Preview
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.
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End-of-Day Quiz