Demand-Side Setup AppNexus Classroom Training Intended Audience: Buyers new to AppNexus Console v11. July 26, 2012

Introductions Your Name Company Name What you’re hoping to learn 2

Today’s Agenda Overview Workflow Network Advertiser Pixels Creatives Trackers Line Item Campaign Tracking & Performance Sell-Side Preview 3

AppNexus Universe How RTB Buying Works Benefits of AppNexus Console Overview 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

Demand-Side Platforms AppNexus Universe Supply Demand Sellers Buyers Media Buyers Publishers Agencies Networks Exchanges Marketers Networks Sell-Side Platforms Demand-Side Platforms Data Providers

The AppNexus Advantage Sellers 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 A single platform to address the needs that previously required the use of multiple platforms. Buyers

Now You Try It 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. When buyers place bids for inventory in Console, they are bidding in a Second Price Auction. For example, if one buyer bids $3.00, another bids $3.25 - who will win? The $3.25 bid wins, but the winner pays the second highest price, not the bid of $3.25. Even if a buyer has the highest offer, he will only pay what his competitor was willing to pay (which in this example was $3.00). The auction is also a blind auction. Buyers don't know what other buyers are bidding. Nor will a buyer know what he bid. This is due to setting a percent margin to which to optimize. In this context, the cadence modifier adjusts according to user frequency – for a unique user, the bid will be higher, for a non-unique user, the bid will be lower. Or if a buyer bids EAP or ECP, he won't see what he bid in that context either because EAP and ECP are based on venues. A buyer can see when he’s winning, but can not see what he or his competitors are bidding.

The Buy-Side Hierarchy in Console Overview Network Advertiser Conversion Pixels Creatives Trackers Line Item Campaign Tracking & Performance Sell-Side Preview Recap Workflo w The Buy-Side Hierarchy in Console

Advertiser Network Buy-Side Hierarchy Line Item Campaigns Insertion Order (OPTIONAL) Network Supply Partners Line Item Conversion Pixels Domain Lists Campaigns Segment Pixels Audience Segment Pixels Creatives Tools 9

Follow Along Console Activity Log into Console and follow your instructor’s demonstration of campaign setup and related concepts: http://console.appnexus.c om UN: training@appnexus PW: password1

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 Domain Lists Supply Partners Audience Tools Users Trust Levels Eligibility Third-Party Data Segment Pixels Buying Filters Safety Budgets

Trust Levels Network Supply Partners Platform-Reviewed: trust only platform-audited inventory Seller-Reviewed: trust platform- and seller-audited inventory set medium trust for supply partners who you know will accurately self-audit their inventory All: trust all quality and categories, including unknown unknown inventory has no classification or inventory quality settings Trust Levels Network Platform-Reviewed Supply Partners Seller-Reviewed All Apply trust levels to partners from whom you wish to buy inventory. 12 12

Let's Review Workbook Activity Turn to your workbook to check your understanding of Network level settings Activity 1: Network Terms Word Game Page 3

Advertiser 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 Create an Advertiser

Pixel types Conversion Pixel Segment Pixel Piggy-Back Pixel Overview Workflow Network Advertiser Creatives Trackers Line Item Campaign Tracking & Performance Sell-Side Preview Recap Trigger Type Post-View/Click Interval Repeat Conversions Pixel types Conversion Pixel Segment Pixel Piggy-Back Pixel Pixel Remarketing Expiration

Pixel Types Conversion Pixel 22. Segment Pixel 3. Piggyback 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) 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 16 16

How Segment and Conversion Pixels Work Publisher’s Site Advertiser’s Site Pages User is redirected to AT&T’s site where he signs up for service. NyTimes.com AT&T ad AT&T Landing Page Sign-up for service! Register AT&T Order Page Name _____ Address____ Confirm AT&T THANK YOU! Confirmation Details User views or clicks the ad 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.

Why creatives are audited Upload creatives Overview Workflow Network Advertiser Pixels Trackers Line Item Campaign Tracking & Performance Sell-Side Preview Recap Custom size Creative budget Creative frequency Preview creative Creative audit options Declare ad server Adding users to a segment Creatives Why creatives are audited Upload creatives

Creative Audit Sellers Sellers 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 Buyers Buyers 19 19

Sherlock AppNexus automated creative scanning system All creatives registered with AppNexus are continually monitored for malware flags Monitoring begins upon upload into our system Creative Creative Creative Creative 20 20

Self-Audit Advertiser 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. Creative Creative Advertiser Creative Creative Creative 21 21

Impression Tracker Click Tracker Overview Workflow Network Advertiser Pixels Creatives Line Item Campaign Tracking & Performance Sell-Side Preview Recap Impression Tracker Click Tracker Trackers

Trackers User 123 Impression Tracker: Impression Creative Tracks the recording of impressions when a creative is served 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 Creative 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. User 123 “CLICK” OK FOR TAKE AWAY -- Priorities are from 1 (lowest) to 10 (highest) with 5 as the default. Landing Page Creative 23 23

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 Currency Budget time period Advertiser budget Line Item budget Booked revenue Advertiser goals Select conversion pixel Reporting labels Line Item Review of Insertion Order, Line Item & Campaign Create a Line Item

Let’s Review Advertiser Check your understanding of Insertion Order (OPTIONAL) Check your understanding of Insertion Order Line Item Campaign Line Item Conversion Pixels Campaigns Segment Pixels Creatives Insertion Order Insertions orders are optional. Through the Insertion Order, you manage your relationship with your advertiser and bucket line items and campaigns. Campaign The Campaign is how you choose to spend the money to make good on the agreement with your advertiser. Through the Campaign, you manage how you buy inventory (Direct vs RTB), choose a bidding strategy, select which types of inventory on which to bid, and target specific users. Line Item The Line Item budget will define your financial relationship with the advertiser. Through the Line Item, you manage your contractual agreements and set your advertiser’s lifetime budget and daily budget. 25

Campaign Overview Workflow Network Advertiser Pixels Creatives Trackers Line Item Tracking & Performance Sell-Side Preview Recap Review of Insertion Order, Line Item & Campaign Buying strategy concepts Inventory targeting concepts Create a Campaign Select Line Item Start/End dates Campaign budget Daily cap Learn budget Buying strategies Inventory to target Targeting criteria (include/exclud e segments) Campaign

Exchanges and Networks Buying Strategies Managed Publishers Buy Direct Inventory: Run Campaigns on your managed publishers (i.e., direct buys) When buying direct inventory, prioritize which Campaigns take precedence over others Direct Campaign Direct Exchanges and Networks Buy Third-Party Inventory: Run Campaigns on inventory from other networks on the AppNexus platform or from 3rd-party exchanges Third-Party OK FOR TAKE AWAY -- Priorities are from 1 (lowest) to 10 (highest) with 5 as the default. 27 27

Let's Review Workbook Activity Turn to your workbook to check your understanding of Insertion Order Line Item & Campaign Activity 2: Review IO, Line Item & Campaign Word Game Page 5

Now You Try It 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 7

Tracking & Performance Overview Workflow Network Advertiser Pixels Creatives Trackers Line Item Campaign Sell-Side Preview Recap Quick Stats Network-wide reporting Inventory Sources & Content Category reporting Advertiser reporting Real-time inventory reporting Analyzing domains Scheduling reports Tracking & Performance Console reporting Campaign Monitor

Let's Review Workbook Activity Turn to your workbook to check your understanding of tracking & performanc e in Console Activity 4: Tracking & Performance Terms Word Game Page 9

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 How RTB Buying Works from the Seller’s Perspective

Sell-Side Hierarchy Publisher Network Sites Placements Ad Quality Settings Demand Partners Placements Ad Quality Profiles Payment Rules 33

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 What you have learned End-of-Day Quiz Additional resources Recap

Learning Recap Overview Workflow Network Advertiser Pixels Creatives Trackers Line Item Campaign Tracking & Performance Sell-Side Preview 35

End-of-Day Quiz 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.

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 37 37

Additional Resources Offset 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+Trafficking+Accidents+Part+2 38 38

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