6 The AppNexus Advantage SellersOne 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 datacampaign monitoring toolsA 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 OverviewNetworkAdvertiserConversion PixelsCreativesTrackersLine ItemCampaignTracking & PerformanceSell-Side PreviewRecapWorkflo wThe Buy-Side Hierarchy in Console
12 Trust Levels Network Supply Partners Platform-Reviewed: trust only platform-audited inventorySeller-Reviewed:trust platform- and seller-audited inventoryset medium trust for supply partners who you know will accurately self-audit their inventoryAll:trust all quality and categories, including unknownunknown inventory has no classification or inventory quality settingsTrust LevelsNetworkPlatform-ReviewedSupply PartnersSeller-ReviewedAllApply trust levels to partners from whom you wish to buy inventory.1212
13 Let's Review Workbook Activity Turn to your workbook to check your understanding ofNetwork level settingsActivity 1:Network Terms Word GamePage 3
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 PixelTrack users’ browsing history and place users into segments3. Piggyback PixelNotify a non-AppNexus ad server about conversion events or user segmentation1616
17 How Segment and Conversion Pixels Work Publisher’s SiteAdvertiser’s Site PagesUser is redirected to AT&T’s site where he signs up for service.NyTimes.comAT&TadAT&T Landing PageSign-up for service!RegisterAT&T Order PageName _____Address____ConfirmAT&T THANK YOU!Confirmation DetailsUser views or clicks the adConversion 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 OverviewWorkflowNetworkAdvertiserPixelsTrackersLine ItemCampaignTracking & PerformanceSell-Side PreviewRecapCustom sizeCreative budgetCreative frequencyPreview creativeCreative audit optionsDeclare ad serverAdding users to a segmentCreativesWhy creatives are auditedUpload creatives
19 Creative AuditSellersSellersPublishers want to ensure that advertisements served on their sites don't detract from content or user experienceCreative Audit enables Publishers toMaintain a standard of qualityBan certain creative attributesBuyersBuyers1919
20 Sherlock AppNexus automated creative scanning system All creatives registered with AppNexus are continually monitored for malware flagsMonitoring begins upon upload into our systemCreativeCreativeCreativeCreative2020
21 Self-Audit Advertiser Creatives serving on either managed or RTB can be self-auditedOption 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.CreativeCreativeAdvertiserCreativeCreativeCreative2121
23 Trackers User 123 Impression Tracker: Impression Creative Tracks the recording of impressions when a creative is servedRequired: 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 RulePayment Rule: represents your financial relationship with the publisherTrack your media cost and your publisher's revenueImpressionCreativeClick 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.User 123“CLICK”OK FOR TAKE AWAY -- Priorities are from 1 (lowest) to 10 (highest) with 5 as the default.Landing PageCreative2323
24 Review of Insertion Order, Line Item & Campaign Create a Line Item OverviewWorkflowNetworkAdvertiserPixelsCreativesTrackersCampaignTracking & PerformanceSell-Side PreviewRecapCurrencyBudget time periodAdvertiser budgetLine Item budgetBooked revenueAdvertiser goalsSelect conversion pixelReporting labelsLine ItemReview of Insertion Order, Line Item & CampaignCreate a Line Item
25 Let’s Review Advertiser Check your understanding of Insertion Order (OPTIONAL)Check your understanding ofInsertion OrderLine ItemCampaignLine ItemConversion PixelsCampaignsSegment PixelsCreativesInsertion OrderInsertions orders are optional.Through the Insertion Order, you manage your relationship with your advertiser and bucket line items and campaigns.CampaignThe 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 ItemThe 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 PixelsCreativesTrackersLine ItemTracking & PerformanceSell-Side PreviewRecapReview of Insertion Order, Line Item & CampaignBuying strategy conceptsInventory targeting conceptsCreate a CampaignSelect Line ItemStart/End datesCampaign budgetDaily capLearn budgetBuying strategiesInventory to targetTargeting criteria (include/exclud e segments)Campaign
27 Exchanges and Networks Buying StrategiesManaged PublishersBuy Direct Inventory:Run Campaigns on your managed publishers(i.e., direct buys)When buying direct inventory, prioritize which Campaigns take precedence over othersDirectCampaignDirectExchanges and NetworksBuy Third-Party Inventory:Run Campaigns on inventory from other networks on the AppNexus platform or from 3rd-party exchangesThird-PartyOK FOR TAKE AWAY -- Priorities are from 1 (lowest) to 10 (highest) with 5 as the default.2727
28 Let's Review Workbook Activity Turn to your workbook to check your understanding ofInsertion OrderLine Item &CampaignActivity 2:Review IO, Line Item & Campaign Word GamePage 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 OwnPage 7
31 Let's Review Workbook Activity Turn to your workbook to check your understanding oftracking & performanc ein ConsoleActivity 4:Tracking & Performance Terms Word GamePage 9
32 How RTB Buying Works from the Seller’s Perspective OverviewWorkflowNetworkAdvertiserPixelsCreativesTrackersLine ItemCampaignTracking & PerformanceRecapSell-Side PreviewHow RTB Buying Works fromthe Seller’s Perspective
34 What you have learned End-of-Day Quiz Additional resources OverviewWorkflowNetworkAdvertiserPixelsCreativesTrackersLine ItemCampaignTracking & PerformanceSell-Side PreviewWhat you have learnedEnd-of-Day QuizAdditional resourcesRecap
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 Traininghttps://wiki.appnexus.com/display/console/1+Demand-Side+TrainingRead up on our malware prevention standards:https://wiki.appnexus.com/display/policies/Malvertising+Preventionhttps://otalliance.org/docs/OTA_guidlines_final10_18.pdfRegister for a Webinar:https://wiki.appnexus.com/display/console/Webinar+ProgramExplore our Knowledge Base:https://wiki.appnexus.com/display/console/Knowledge+Base+Articles3737
38 Additional ResourcesOffset future errors and overspends by applying these best practices:Safety First: Minimizing the Risk of Trafficking Accidents3rd-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.https://wiki.appnexus.com/display/console/Safety+First+- +Minimizing+the+Risk+of+Trafficking+AccidentsMinimizing the Risk of Trafficking Accidents Part 2Monitor 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+23838