DemandSide Setup App Nexus Classroom Training Intended Audience

Demand-Side Setup App. Nexus Classroom Training Intended Audience: Buyers new to App. Nexus Console v 11. July 26, 2012

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

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

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

App. Nexus Universe Supply Demand Sellers Buyers Agencies Publishers Networks Exchanges Sell-Side Platforms 5 Marketers Demand. Side Platforms Media Buyers Networks Data Providers

The App. Nexus Advantage Sellers A single platform to address the needs that previously required the use of multiple platforms. Buyers 6 • 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 3 rd-party inventory through one campaign • • optimization tools • campaign monitoring tools granular reporting data

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

Buy-Side Hierarchy Network Supply Partners Domain Lists Audience Advertiser Insertion Order (OPTIONAL) Line Item Campaigns Conversion Pixels Segment Pixels Creatives Tools 9

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

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

Trust Levels Platform-Reviewed: ü trust only platformaudited inventory Network Supply Partners Apply trust levels to partners from whom you wish to buy inventory. 12 Platform. Reviewed Seller-Reviewed: ü trust platform- and seller-audited inventory Seller. Reviewed All 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 Network level settings Activity 1: Network Terms Word Game Page 3 13

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

Overview ü Workflow ü Network ü Advertiser ü Pixel Creatives q Trackers q q q 15 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 Interval Remarketing Repeat Conversions Expiration

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 redirected to AT&T’s site where he signs up for service. AT&T Landing Page Sign-up for service! Register Segment pixel “fires” telling App. Nexus 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. 17 AT&T Order Page Name _____ Address____ AT&T THANK YOU! Confirmation Details Confirm Conversion pixel “fires” telling App. Nexus that an activity occurred. a

Overview ü Workflow ü Network ü Advertiser ü Pixels ü Creatives q Trackers q Line Item Campaign Tracking & Performance Sell-Side Preview Recap q q 18 Custom size ² Why creatives are audited Creative budget ² Upload creatives Creative audit options Creative frequency Preview creative 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 Sellers Creative Audit enables Publishers to 19 • Maintain a standard of quality • Ban certain creative attributes Buyers

Sherlock App. Nexus automated creative scanning system All creatives registered with App. Nexus are continually monitored for malware flags Monitoring begins upon upload into our system 20 Creative

Self-Audit Creatives serving on either managed or RTB can be self-audited Creative Advertiser Creative 21 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.

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

Trackers User 123 Required: 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. 23 Impression Creative Optional: Associate an Impression or Click Tracker with a Placement and/or a Payment Rule User 123 Payment Rule: represents your financial relationship with the publisher “CLICK” Creative Associate an Impression and Click Tracker with a Line Item and Publisher. Landing Page Track your media cost and your publisher's revenue

Overview ü Workflow ü ü ü 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 conversion pixel Reporting labels

Let’s Review Advertiser Check your understanding of Insertion Order (OPTIONAL) Line Item Conversion Pixels ü Insertion Order ü Line Item Campaigns ü Campaign Creatives 25 25 Segment Pixels

Overview ü Workflow ü ü ü ü 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/exclude 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 over others Buy Third-Party Inventory: Run Campaigns on inventory from other networks on the App. Nexus platform or from 3 rd-party exchanges 27 Managed Publishers Direct Campaign Direct Third. Party Exchanges & Networks

Let's Review Workbook Activity Turn to your workbook to check your understanding of ü ü ü Insertion Order Line Item & Campaign Activity 2: Review IO, Line Item & Campaign Word Game Page 5 28

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

Overview ü Workflow ü ü Network Advertiser Pixels Creatives Trackers Line Item ü Campaign ü ü ü Tracking & Performance q q 30 Sell-Side Preview Recap Quick Stats Network-wide reporting Inventory Sources & ² Console reporting ² Campaign Monitor Content Category reporting Advertiser reporting Real-time inventory reporting Analyzing domains Scheduling reports

Let's Review Workbook Activity Turn to your workbook to check your understanding of ü tracking & performance in Console Activity 4: Tracking & Performance Terms Word Game Page 9 31

Overview ü Workflow ü ü ü ü Network Advertiser Pixels Creatives Trackers Line Item Campaign ü Tracking & Performance ü Sell-Side Preview q 32 Recap ² How RTB Buying Works from the Seller’s Perspective

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

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

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

End-of-Day Quiz Activity Test your understanding of what you’ve learned today with a multiplechoice quiz. Your instructor will provide a link to the quiz. Select one answer per question. 36

Thanks for attending! 37