DemandSide Setup App Nexus Classroom Training Intended Audience

Demand-Side Setup App. Nexus Classroom Training Intended Audience: Buyers new to App. Nexus Console

Introduction s 2 ü Your Name ü Company Name ü What you’re hoping to learn

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

Overview q q q q q 4 Workflow Network Advertiser Conversion Pixels Creatives Trackers Line Item Campaign Tracking & Performance Sell-Side Preview ² App. Nexus Universe ² How RTB Buying Works ² Benefits of App. Nexus Console

App. Nexus Universe Supply Deman d Sell ers Buye rs Agenci es Publis hers Networ ks 5 Exchan ges Sell. Side Platform s Markete rs Demand. Side Platform s Media Buyers Networ ks Data Provide rs

The App. Nexus 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 3 rdparty 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

ü Overview Workflo q Network w q Advertiser q q q q 8 Conversion Pixels Creatives Trackers Line Item Campaign Tracking & Performance Sell-Side Preview ² The Buy-Side Hierarchy in Console

Buy-Side Hierarchy Network Insertion Order (OPTIONAL) Supply Partners Line Item Domain Lists Audience Campaigns 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: password 1 10

Overview ü Workflow ü Network q q q q 11 Advertiser Conversion Pixels Creatives Trackers Line Item Campaign Tracking & Performance Sell-Side Preview ² Domain Lists White List Black Trust. List Levels Eligibility Third-Party ² Supply Data Partners Buying Filters Segment ² Audience Safety. Pixels ² Tools ² Users Budgets

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

Let's Review Workbook Activity Turn to your workbook to check your understanding of ü 13 Network level settings Activity 1: Network Terms Word Game Page 3

Overview ü Workflow ü Network ü Advertiser ² Create an q q q q 14 Conversion Pixels Creatives Trackers Line Item Campaign Tracking & Performance Sell-Side Preview Advertiser Time zone Currency Insertion order User frequency Billing information Reporting labels

Overview ü Workflow ü Network ü Advertiser ü Pixel q q q q 15 Creatives Trackers Line Item Campaign Tracking & Performance Sell-Side Preview Recap ² Pixel types ² Conversion Pixel ² Segment Pixel ² 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-App. Nexus ad server about conversion events or user segmentation 16

How Segment and Conversion Pixels Work Advertiser’s Site Pages Publisher’s Site Ny. Times. 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 App. Nexus 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! Confirmati on Details Conversion pixel “fires” telling App. Nexus that an activity occurred.

ü ü ü Overview Workflow Network Advertiser Pixels Creatives q q q 18 Trackers Line Item Campaign Tracking & Performance Sell-Side Preview Recap Custom size Creative ² Why creatives are audited ² 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 App. Nexus automated creative scanning system All creatives registered with App. Nexus are continually monitored for malware flags 20 Monitoring Creati ve Creativ e Creat ive Creative

Self-Audit Creative Creati ve Advertis er 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 • App. Nexus will only audit creatives that are opted into the auditing process.

ü ü ü q q q 22 Overview Workflow Network Advertiser Pixels Creatives Trackers ² Impression Tracker Line Item Campaign Tracking & Performance Sell-Side Preview Recap ² 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 Third. Party 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

ü ü ü ü Overview Workflow Network Advertiser Pixels Creatives Trackers Line Item Campaign q Tracking & Performance q Sell-Side Preview q Recap q 24 Currency Budget time ² Review of Insertion Order, Line Item & Campaign ² 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 ü Insertion Order ü Line Item Campaigns ü Campaign Segme nt Pixels Creativ es 25 25 Conversi on Pixels

ü ü ü ü Overview Workflow Network Advertiser Pixels Creatives Trackers Line Item Campaign Tracking & Performance q Sell-Side Preview q Recap q 26 ² Review of Insertion Order, Line Item & Campaign ² Buying strategy concepts ² Inventory targeting concepts ² 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)

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 App. Nexus platform or from 3 rd-party exchanges Managed Publishers Dire ct Direc t Thir d. Part Exchanges y and Networks Campai gn

Let's Review Workbook Activity Turn to your workbook to check your understanding of ü ü ü 28 Insertion Order Line Item & Campaign Activity 2: Review IO, Line Item

Now You 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

ü ü ü ü ü Overview Workflow Network Advertiser Pixels Creatives Trackers Line Item Campaign Quick Stats Network-wide Tracking &² Console reporting ² Campaign Monitor Performance Sell-Side Preview q Recap q 30 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 ü 31 tracking & performanc e in Console Activity 4: Tracking &

ü ü ü ü ü Overview Workflow Network Advertiser Pixels Creatives Trackers Line Item Campaign Tracking & Performance Sell-Side Preview q 32 Recap ² 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

ü ü ü Overview Workflow Network Advertiser Pixels Creatives Trackers Line Item Campaign Tracking & Performance Sell-Side Preview Recap 34 ² What you have learned ² End-of-Day Quiz ² Additional resources

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

End-of-Day 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_final 10_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 • 3 rd-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