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AppNexus Classroom Training

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. Today’s Agenda. Overview Workflow Network . Advertiser Pixels Creatives Trackers Line Item

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AppNexus Classroom Training

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  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. Today’s Agenda • Overview • Workflow • Network • Advertiser • Pixels • Creatives • Trackers • Line Item • Campaign • Tracking & Performance • Sell-Side Preview 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 Demand-Side Platforms Sellers Buyers Data Providers Media Buyers Sell-Side Platforms Exchanges Publishers Networks Networks Agencies Marketers

  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 Segment Pixels Segment Pixels Supply Partners Tools Conversion Pixels Domain Lists Creatives 9

  10. Follow Along • Console Activity • Log into Console and follow your instructor’s demonstration of campaign setup and related concepts: • http://console.appnexus.com • UN: training@appnexus • PW: password1

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

  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

  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 • Impression Tracker: • Tracks the recording of impressions when a creative is served • 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 • 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 Line Item • Currency • Budget time period • Advertiser budget • Line Item budget • Booked revenue • Advertiser goals • Select conversion pixel • Reporting labels 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 Conversion Pixels Segment 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 and 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 Demand Partners Ad Quality Profiles 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. Additional Resources • Visit our Getting Started pages in the Wiki: • Demand-Side Training • https://wiki.appnexus.com/display/console/1+Demand-Side+Training • 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: • https://wiki.appnexus.com/display/console/Knowledge+Base+Articles 37 37

  38. Additional Resources • Offset future errors and overspends by applying these best practices: • 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 • 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+Accidents+Part+2 38 38

  39. Thanks for attending!

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