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

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

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

4. 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

5. 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

6. 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

7. 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 $ 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.

8. 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

9. 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

10. Follow Along Console Activity
Log into Console and follow your instructor’s demonstration of campaign setup and related concepts: om
UN:
PW: password1

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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.

18. 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

19. 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

20. 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

21. 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

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

23. 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

24. 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

25. 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

26. 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

27. 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

28. 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

29. 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

30. 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

31. 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

32. 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

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

34. 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

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

36. 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.

37. Additional Resources Visit our Getting Started pages in the Wiki:
Demand-Side Training
Read up on our malware prevention standards:
Register for a Webinar:
Explore our Knowledge Base: 37 37

38. 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.
alerts notify you if your spend approaches or reaches the Safety Budget limit.
+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. 38 38

39. Thanks for attending!