AppNexus Classroom Training

1. Demand-Side Setup • AppNexus Classroom Training Intended Audience: Buyers new to AppNexus Console v11. July 26, 2012

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

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

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

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

6. The AppNexus Advantage • One integrated platformwith • 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 A single platform to address the needs that previously required the use of multiple platforms. Sellers 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.

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

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

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

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

12. Platform-Reviewed: • trust only platform-audited inventory • Seller-Reviewed: • trust platform- and seller-audited inventory • set medium trust for supply partners who you know will accurately self-audit their inventory • All: • trust all quality and categories, including unknown • unknown inventory has no classification or inventory quality settings Trust Levels • Apply trust levels to partners from whom you wish to buy inventory. Supply Partners Seller-Reviewed Platform-Reviewed Network All

13. 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

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

15. Overview • Workflow • Network • Advertiser • Creatives • Trackers • Line Item • Campaign • Tracking & Performance • Sell-Side Preview • Recap • Trigger Type • Post-View/Click Interval • Repeat Conversions Pixel • Remarketing • Expiration Pixel types Conversion Pixel Segment Pixel Piggy-Back Pixel

16. Pixel Types • 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

17. How Segment and Conversion Pixels Work Advertiser’sSite Pages Publisher’s Site User is redirected to AT&T’s site where he signs up for service. User views or clicks the ad AT&T ad Name _____ Address____ Confirmation Details Confirm NyTimes.com AT&T Landing Page AT&T Order Page AT&T THANK YOU! Conversion pixel “fires” telling AppNexus that an activity occurred. Sign-up for service! 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. Register a

18. Overview • Workflow • Network • Advertiser • Pixels • Trackers • Line Item • Campaign • Tracking & Performance • Sell-Side Preview • Recap • Custom size • Creative budget • Creative frequency • Preview creative • Creative audit options • Declare ad server • Adding users to a segment Creatives Why creatives are audited Upload creatives

19. 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 • Ban certain creative attributes Sellers Buyers Sellers Buyers

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

21. Self-Audit • 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. Creative Creative Creative Creative Advertiser Creative

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

23. Trackers • Required: • Associate an Impressionand 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 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. Landing Page User 123 User 123 “CLICK” Impression Creative Creative

24. Overview • Workflow • Network • Advertiser • Pixels • Creatives • Trackers • Campaign • Tracking & Performance • Sell-Side Preview • Recap • Currency • Budget time period • Advertiser budget • Line Item budget • Booked revenue • Advertiser goals • Select conversion pixel • Reporting labels Line Item Review of Insertion Order, Line Item & Campaign Create a Line Item

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

26. Overview • Workflow • Network • Advertiser • Pixels • Creatives • Trackers • Line Item • Tracking & Performance • Sell-Side Preview • Recap • Select Line Item • Start/End dates • Campaign budget • Daily cap • Learn budget • Buying strategies • Inventory to target • Targeting criteria (include/exclude segments) Campaign Review of Insertion Order, Line Item & Campaign Buying strategy concepts Inventory targeting concepts Create a Campaign

27. 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 AppNexus platform or from 3rd-party exchanges Third-Party Managed Publishers Campaign Direct Direct Exchanges & Networks

28. Let's Review • Workbook Activity • Turn to your workbook to check your understanding of • Insertion Order • Line Item & • Campaign • Activity 2: • Review IO, Line Item & Campaign Word Game • Page 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 Own Page 7

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

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

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

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

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

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

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 answerper question.

37. Thanks for attending!