Buying Native Ads on AppNexus Programmatically
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Webinar slides, featuring AppNexus partner Sharethrough
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Buying Native Ads on AppNexus Programmatically
- 1. Buying Native on AppNexus 1 AppNexus Inc. — Confidential February, 2016
- 2. 2 AppNexus Inc. — Confidential Native Advertising Growing • Projected to grow to $21 billion in 2018, rising from just $4.7 billion in 2013. • Increase in native budgets by marketers Native Ad Publisher Content We believe the Native market will see a shift to programmatic within the next 12-18 months Why Native • Immersive Organic User Experience • Custom Quality Content • Inspire Consumers BUYING SHARETHROUGH ON APPNEXUS
- 3. AppNexus Inc. — Confidential3 What is Programmatic Native? Real Time pricing decisions on paid media, for which the form and function aligns with the ad experience BUYING SHARETHROUGH ON APPNEXUS Advantages of Buying Native Programmatically What would be the benefits? • Increased reach • Efficient workflow • Leverage the power of your data
- 4. In-feed Native Space on Sharethrough 4 AppNexus Inc. — Confidential Mobile Example Desktop Example BUYING SHARETHROUGH ON APPNEXUS
- 5. Creative Trafficking AppNexus Inc. - Confidential – Not for Distribution5 Image Icon Description Title BUYING SHARETHROUGH ON APPNEXUS
- 6. Creative Elements AppNexus Inc. - Confidential – Not for Distribution6 BUYING SHARETHROUGH ON APPNEXUS Required Native Creative Parameters for Sharethrough:
- 7. AppNexus Inc. - Confidential – Not for Distribution7 BUYING SHARETHROUGH ON APPNEXUS Creative Trafficking See preview of elements in the UI Demo Can use third party pixels as well - Do not accept JS pixels Audit to protect ad quality needs - Creatives require branding + landing page - Creative and landing page need to abide by AppNexus content policy - AppNexus will audit all creatives that serve on Sharethrough
- 8. Native Creative: API AppNexus Inc. - Confidential – Not for Distribution8 BUYING SHARETHROUGH ON APPNEXUS { "status": "ok", "native": [ { "type": "in-feed-standard", "title": ”title goes here", "description": ”description goes here", "full_text": ”text goes here", "icon_img_url": "https://dummyimage.com/100x100?text=ICON", "main_media": [{"label": "default”,"width": 800,"height": 500,"url": https://dummyimage.com/800x500}], //not supported "cta": "download”, "click_trackers": ["https://secure- nym.adnxs.com/click?./cnd=AQ./","http://dummyimage.com/1x1?text=clicktrack”], "impression_trackers": ["https://secure- nym.adnxs.com/it?e=wqT_323123","https://dummyimage.com/1x1?text=imptrack”], "click_url": "http://landingpage.com" } ] } • From native ad response, Sharethrough grabs relevant content and reformats with to style the elements to fit the page form • Sharethrough fires off impression and click trackers based on asset rendering and ad engagement content tracking
- 9. Key Take Aways 1. Sharethrough + RTB = $$$ + Reach + Scale 2. Real Time Data Personal user experience 3. Sharethrough Differentiation: In-Feed Native Space embedded in the content 4. Seamless Campaign workflow on APN with minimum deviation from Display workflow 9 AppNexus Inc. - Confidential – Not for Distribution
- 10. 10 AppNexus Inc. - Confidential – Not for Distribution Demo
- 11. Native Creative Trafficking --- Extra Slide AppNexus Inc. - Confidential – Not for Distribution11 Image Icon Description BUYING SHARETHROUGH ON APPNEXUS
Editor's Notes
- Shiv Kapur platform specialist AppNexus and am going to elaborate on how our buyers, media agencies and others can leverage APN to buy sharethrough inventory. IF you have any questions, we reserve the last 10 mins of the session for q’s. IF you have question make a note of it and ask it later I am going to cover the growth native market, trends that bolster Dan’s point of view on native in the present and foreseeable future I am going to talk about why the buying strategy is moving more towards programmtic world And lastly How the setup for buying ST can work for you (certain buyers have been enabled on native as they work through the kinks and experiment with our closed beta product). Buyers must contact their account managers and EM’s to get those conversations started up to get enabled on native Short Demo Questions
- Here at APN, We believe the Native market will see a shift to programmatic within the next 12-18 months Now the question arises that what covers native advertising: Native advertising is a form of advertising that integrates high-quality content into the organic experience of a given platform through native ad units that conform to the design and feel of the sites on which they display. The market has seen roughly 7.8 billion in 2015 and projected to rise 21 billion in 2018 according to BI intelligence As users are getting more and more turned off from the traditional banner and other ad experiences on the web, the industry is conscientially moving towards the native advertising trend and we are seeing increased native budgets by marketers Though some may point that Only 5% of marketers budgets are actually being spent on native There are many reasons Why buy side players must get into native market and concentrate their resources as the market is ripe: Which brings me to the benefits of native advertising: Native advertising yields an even richer organic experience delivering custom, quality content. It leverages unique mobile features such as context and actions in a more organic way. What we are seeing is that: Savvy brands and publishers are combining engaging content with proper placement for native ads that delight and inspire the consumer So in essence consumers are inspired, better engaged with high CTR’s that Dan has talked about at length This is something that APN would like our buyers to invest in the present and in the long term by buying Sharethrough inventory
- The next point that this brings me to is why come to APN to buy Sharethrough native content programmatically Programmatic native advertising serves each ad unit on an impression-by-impression level and leverages real-time data and decision making to ensure that the most relevant ad is placed on each site, creating a user experience that is unique to each person the web. This part: unique to each person on the web is of utmost importance because with the increased reach of programmatic and the efficient workflow of buying in real time combined with seamless setup process ; the doors of delivering that personalized user experience are thrown open to the APN buyers on Sharethrough Data/Data/Data: Essentially it is data is driving the entire programmatic market. Whether It be to Target specific users interested in the NFL, tennis or the latest fashion brands. Improved targeting across all GEOS specifically (US, UK, AU and CA) on Sharethrough can be achieved through APN Some other advantages that the programmatic market has offered us in other media types and we can look forward to in the native space are Cheaper advertising, better value for impressions, reduction of wastage in fill rates and the ability track success of campaigns At APN we believe the native world in 12-18 months time will mirror the good points of display market, leveraging all the advantages of programmatic while delivering quality content to relevant users Spending on programmatic advertising is growing quickly, at ~20% annually. Real-time bidding is growing even faster than programmatic overall, at a five-year CAGR of 24%. RTB revenue will top over $26 billion by year-end 2020, up from $8.7 billion this year. Mobile RTB and video RTB are growing even faster, at roughly 2X the rate of programmatic overall. (The report has the full growth breakdowns.)
- Now Moving on: 1.Here we have Mobile: Example of how the final ad would look like on Sharethrough 2.We also have a Desktop Example of the In-feed native space 3. these are Pioneering forms of advertising that have become familiar to users and is now available in RTB through Sharethrough 4. This kind of layout is very useful for brands to drive interest and users to their real estate and Mobile friendly sites. 5. It is also line with a mobile first approach that has the design and feel giving users similar experiences on mobile and desktop
- On the APN side this page shows you how our UI creative setup essentially translates to the native asset on the client side: We will go over this in our live demo but you can already see how every piece is aligned to between our UI and the final native asset that is delivered on the Sharethrough page
- lets take a deeper look at the native creative elements: Now we know that everyone wants to be at the forefront of the next cool thing as can be seen on title of advert to the right of the slide. The title is where the storyline gets told and essentially captures the users attention The description may or may not be present and can be in less than 50% of publishers on Sharethrough underlining the importance of an engaging yet elegant title that captures your target user in this mobile friendly world of skim and move on. We all do it and by putting ourselves in an average users shoes is the best way to think about this. Icon translates to brand logo that will be displayed on page Image translates to main thumbnail of the native asset that the user will see on their mobile device or desktop All these spefications for buying on Sharethrough are on our wiki as well and can be accessed freely
- Some other points to keep in mind while trafficking creatives on APN while buying on sharethrough is that you can have third party pixels as well but not JavaScript pixels. This is something we can see change as the native space becomes more familiar with third party JavaScript. Also concerns of viewibility tracking via third party JS pixels is something that is becoming more common in the programmatic world and we can see the native space catching up soon. APN takes ad quality very seriously in the display and video space and will continue doing so in the native space while ensuring that we respond to Sharethrough with bids of quality content And Finally, We will personally audit all the creatives that serve on Sharethrough
- For our more API savvy folks out there we have the API support built out. Every console native asset can be viewed through our API and here this what is sent Native Bid Response in JSON. It contains the creative meta-data, impression tracker, click tracker. (not supported: “cta” for ST) When Creative payload delivered to a page, the Client side code arranges image files accordingly to the fit and feel of the page. With the Imp and Click Tracker delivered to page and fired client side AppNexus will logs imps and clicks making sure that we are in-sync on reporting
- Now we come to the final part : which is to show you our seamless native creative setup on our UI