Demand-Side Setup
AppNexus Classroom Training
Intended Audience:
Buyers new to AppNexus
Console
Introduction
s
2

Your Name

Company Name

What you’re hoping to
learn
Today’s
Agenda

Overvie
w

Advertise  Tracking &
r
Performance

Workflo
w

Pixels

Creatives

Trackers

Line Item

Campaig
n

3
Network

Sell-Side Preview
Overview

4
Workflow
 Network
 Advertiser
 Conversion
Pixels
 Creatives
 Trackers
 Line Item
 Campaign
 Tracking &
Performance
 Sell-Side
Preview
AppNexus Universe
How RTB Buying Works
Benefits of AppNexus Console
AppNexus Universe
Supply
Deman
d
Sell
ers
Buye
rs
Agenci
es
Publis
hers
Networ
ks
5
Exchan
ges
SellSide
Platform
s
Markete
rs
DemandSide
Platform
s
Media
Buyers
Networ
ks
Data
Provide
rs
The AppNexus Advantage
Sell
ers
A single
platform to
address the
needs that
previously
required the
use of
multiple
platforms.
Buye
rs
6
• One integrated
platform with
• centralized access
to all RTB
inventory sources
• fully built out sellside and buy-side
controls
• ability to target
both direct and 3rdparty inventory
through one
campaign
• optimization tools
• granular reporting
data
• campaign
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.
7

Overview
Workflo
Network
w
Advertiser









8
Conversion
Pixels
Creatives
Trackers
Line Item
Campaign
Tracking &
Performance
Sell-Side
Preview
 The Buy-Side Hierarchy in Console
Buy-Side Hierarchy
Network
Insertion Order
(OPTIONAL)
Supply
Partners
Line Item
Domain
Lists
Audience
Campaign
s
Segme
nt
Pixels
Tools
9
Advertiser
Convers
ion
Pixels
Segme
nt
Pixels
Creativ
es
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
10


Overview
Workflow
Network








11
Advertiser
Conversion
Pixels
Creatives
Trackers
Line Item
Campaign
Tracking &
Performance
Sell-Side
Preview
 Domain
Lists
 White List
 Black
TrustList
Levels
Eligibility
 
Third-Party
 Supply
Data
Partners  Buying Filters
 Segment
 Audience  Safety
Pixels
 Tools
 Users
Budgets
Trust Levels
Platform-Reviewed:
 trust only platformaudited inventory
Networ
k
Supply
Partners
12
Apply trust
levels to
partners
from whom
you wish to
buy
Platfor
mReview
ed
SellerReview
ed
All
Seller-Reviewed:
 trust platform- and
seller-audited inventory
set medium trust for
supply partners who you
know will accurately selfaudit their inventory
All:
 trust all quality and
categories, including
unknown
unknown inventory has
no classification or
inventory quality settings
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
13



Overview
Workflow
Network
Advertiser  Create an

Conversion
Pixels
 Creatives
 Trackers
 Line Item
 Campaign
 Tracking &
Performance
 Sell-Side
Preview
14
Advertiser
 Time zone
 Currency
 Insertion
order
 User
frequency
 Billing
information
 Reporting
labels




Overview
Workflow
Network
Advertiser
Pixel

Creatives
 Trackers
 Line Item
 Campaign
 Tracking &
Performance
 Sell-Side
Preview
 Recap
15
Pixel types
Conversion
Pixel
Segment
Pixel
Piggy-Back
Pixel
 Trigger Type
 Post-
View/Click
 Remarketing
Interval
 Expiration
 Repeat
Conversions
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)
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
How Segment and Conversion
Pixels
Work
Advertiser’s Site Pages
Publisher’s
Site
NyTimes.
com
User
views
or
clicks
the
ad
AT&
T
ad
User is
redirecte
d to
AT&T’s
site
where he
signs up
for
service.
Segment pixel “fires”
telling AppNexus this
user has been to the
AT&T landing page.
17
This information could
be used later to
“retarget” the user for
different AT&T offers.
AT&T
Landing
Page
Sign-up
for
service!
Registe
r
AT&T
Order
Page
Name
_____
Address__
__
Confirm
AT&T
THANK
YOU!
Confirmat
ion
Details
Conversion
pixel “fires”
telling
AppNexus that
an activity
occurred.





Overview
Workflow
Network
Advertiser
Pixels
Creatives

Trackers
 Line Item
 Campaign
 Tracking &
Performance
 Sell-Side
Preview
 Recap
18
 Custom size
 Creative
 Why creatives
are audited

 Upload
creatives




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
19
• Ban certain creative
Selle
rs
Buye
rs
Sell
ers
Buye
rs
Sherlock
AppNexus
automated
creative
scanning system
All creatives
registered with
AppNexus are
continually
monitored for
malware flags
20
Monitoring
Creati
ve
Creativ
e
Creat
ive
Creative
Self-Audit
Creative
Creati
ve
Advertis
er
Creat
ive
Creative
Creat
ive
21
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.






Overview
Workflow
Network
Advertiser
Pixels
Creatives
Trackers

Line Item
 Campaign
 Tracking &
Performance
 Sell-Side
Preview
 Recap
22
 Impression
Tracker
 Click Tracker
Trackers
User
123
Impression
Tracker:
Tracks the
recording of
impressions when
a creative is
served
Creative
Impress
ion
Optional: Associate an
Impression or Click
Tracker with a
Placement and/or a
Payment Rule
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 ThirdParty creatives.
23
User
123
Payment Rule:
represents your
financial relationship
with the publisher
“CLI
CK”
Creative
Required: Associate an
Impression and Click
Tracker with a Line
Item and Publisher.
Landin
g Page
Track your media cost
and your publisher's
revenue







Overview
Workflow
Network
Advertiser
Pixels
Creatives
Trackers
Line Item

Campaign
 Tracking &
Performance
 Sell-Side
Preview
 Recap
24
 Currency
 Budget time
 Review of
Insertion Order,
Line Item &
Campaign
 Create a Line
Item





period
Advertiser
budget
Line Item
budget
Booked
revenue
Advertiser
goals
Select
Let’s Review
Advertiser
Check your
understanding of
Insertion Order
(OPTIONAL)
Line Item
 Insertion Order
 Line Item
Campaigns
 Campaign
Segme
nt
Pixels
Creativ
es
25
25
Conversi
on
Pixels








Overview
Workflow
Network
Advertiser
Pixels
Creatives
Trackers
Line Item
Campaign

Tracking &
Performance
 Sell-Side
Preview
 Recap
26
 Review of
Insertion Order,
Line Item &
Campaign
 Select Line

 Buying strategy
concepts

 Inventory
targeting
concepts



 Create a
Campaign


Item
Start/End
dates
Campaign
budget
Daily cap
Learn budget
Buying
strategies
Inventory to
target
Targeting
criteria
(include/exclud
Buying Strategies
Buy Direct
Inventory:
Run Campaigns on
your managed
publishers
(i.e., direct buys)
When buying direct
inventory, prioritize
which Campaigns
take precedence
Third-Party
over others
Buy
Inventory:
27
Run Campaigns on
inventory from other
networks on the
AppNexus platform or
from 3rd-party
exchanges
Managed
Publishers
Dire
ct
Dire
ct
Thir
dPart
Exchanges
y
and Networks
Campai
gn
Let's Review
Workbook
Activity
Turn to your
workbook to check
your
understanding of



28
Insertion
Order
Line Item &
Campaign
Activity 2:
Review IO, Line Item
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
29









Overview
Workflow
Network
Advertiser
Pixels
Creatives
Trackers
Line Item
Campaign
 Quick Stats
 Network-wide

Tracking & Console reporting 
 Campaign Monitor
Performance



30
Sell-Side
Preview
Recap

reporting
Inventory
Sources &
Content
Category
reporting
Advertiser
reporting
Real-time
inventory
reporting
Analyzing
domains
Let's Review
Workbook
Activity
Turn to your
workbook to
check your
understanding of

31
tracking &
performanc
e
in Console
Activity 4:
Tracking &










Overview
Workflow
Network
Advertiser
Pixels
Creatives
Trackers
Line Item
Campaign
Tracking &
Performance
Sell-Side
Preview

32
Recap
 How RTB Buying Works from
the Seller’s Perspective
Sell-Side Hierarchy
Publisher
Network
Deman
d
Partner
Ad
s
Qualit
y
Profil
es
33
Ad
Qualit
y
Settin
gs
Payme
nt
Rules
Sites
Placeme
nts











Overview
Workflow
Network
Advertiser
Pixels
Creatives
Trackers
Line Item
Campaign
Tracking &
Performance
Sell-Side
Preview
Recap
34
 What you have learned
 End-of-Day Quiz
 Additional resources
Learning
Recap

Overvie
w

Advertise  Tracking &
r
Performance

Workflo
w

Pixels

Creatives

Trackers

Line Item

Campaig
n

35
Network

Sell-Side Preview
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.
36
Select one answer
per question.
37
Additional
Resources
Visit our Getting Started pages in the Wiki:
37
Demand-Side Training
• https://wiki.appnexus.com/display/console/1+Demand-Side+Train
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:
•
37
https://wiki.appnexus.com/display/console/Knowledge+Base+Articles
38
Additional
Resources
Offset future errors and overspends
by applying these best practices:
38
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
38
•
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+Accid
ents+Part+2
Thanks for attending!
39