appnexus classroom training
DESCRIPTION
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. z. Today’s Agenda. Overview Workflow Network . Tracking & Performance Sell-Side Preview. - PowerPoint PPT PresentationTRANSCRIPT
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AppNexus Classroom TrainingDemand-Side Setup
Intended Audience:Buyers new to AppNexus Consolev11. July 26, 2012
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Introductions Your Name
Company Name What you’re
hoping to learn
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z
Today’s Agenda Overview Workflow Network
Advertiser Pixels Creatives Trackers Line Item Campaign
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Tracking & Performance
Sell-Side Preview
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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
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Supply DemandBuyer
sSellers
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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
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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
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Auction ActivityHow 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
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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
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Network
AdvertiserInsertion Order
(OPTIONAL)
Line Item
Campaigns
Creatives
Audience Segment Pixels
Segment Pixels
Domain Lists
Supply Partners
Buy-Side Hierarchy
Conversion
Pixels
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Tools
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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
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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.12
Network
Supply Partner
s
Platform-
Reviewed
Seller-Reviewe
d
All
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Workbook ActivityTurn 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
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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
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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
PageSign-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
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Creative AuditPublishers 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
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SherlockAppNexus 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
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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
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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 ReviewAdvertiser
Insertion 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)
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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
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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
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Workbook ActivityTurn 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
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Network
Publisher
Sites
PlacementsAd
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
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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
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Thanks for attending!
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