AppNexus – MSN Türkiye – Digital Day 2018 – AppNexus Sunumu

AppNexus Inc. - Confidential – Not for Distribution
Chris James
Senior Market Director CEE MEA
Microsoft Supply Evangelism Team (MSET)
March 15th, 2017

AppNexus Inc. — Confidential 2
Merhaba

is an internet technology company that enables and optimizes
the real-time sale and purchase of digital advertising
Our powerful, real-time decisioning platform supports core products that enable
publishers to maximize yield; and marketers and agencies to harness data
and machine learning to deliver intelligent and customized campaigns.
AppNexus Inc. — Confidential

MARKETERS
CONSUMERS PUBLISHERS
VIRTUOUS
CYCLE
OUR MISSION
CREATE A BETTER INTERNET
OUR MISSIONCREATE A BETTER INTERNET

- A Short History of Display Advertising
- Programmatic: the Benefits & the Uncertainties
- Programmatic: Who are the players & how does it work?
- Life of an Ad call
- The Microsoft Story: Going 100% Programmatic
- A Deep Dive into Microsoft Properties
- A Deep Dive into Microsoft Formats
- What’s New?
- Quiz
Agenda

A short
history of
Display
Advertising

The Evolution of Digital Advertising
1989 ‘90 ‘91 ‘92 ‘93 ‘94 ‘95 ‘96 ‘97 ‘98 ‘99 2000 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11 ‘12 ‘13 ‘14 ‘15 ‘16 ‘17 2018+
Establishment and growth of
the World Wide Web
1989 – 1994
Programmatic 1.0
2005 – 2009
Programmatic 2.0
2010 – 2015
The Programmable Age
2016 – Beyond
Establishment and Development
of Digital Advertising
1995 – 2004

Key Moments in Digital Time
1989
Tim Berners-Lee
invented the
World Wide Web
1996
DoubleClick founded
First attempt at
keyword advertising
1994
Amazon founded
First Banner
Ad ever served
1995
eBay founded
Real Media founded
1999
Napster founded
Alibaba Group founded
The phrase “Internet
of Things” was coined
2001
Wikipedia launched 2002
LinkedIn founded
2003
MySpace founded
Skype founded
RightMedia founded
2004
Facebook founded
2005
YouTube founded
2006
Twitter founded
Buzzfeed founded
Spotify founded
2008
Apple
releases the
App Store
2009
Google
launches
self-driving
car project
Accelerated
adoption of
wearables
Uber founded
2007
AppNexus founded
Apple releases iPhone
Google acquires DoubleClick
Yahoo! Acquires RightMedia
Microsoft acquires Acquantive
WPP acquires Real Media
Amazon released the Kindle
2010
releases iPad
Instagram founded
Whatsapp founded
Google acquires
Invite Media
2011
Google acquires
Admeld
Snapchat founded
Yahoo! Acquires
InterClick
2012
Facebook
AdExchange
is launched
Twitter acquires
MoPub
2013
Amazon
releases Alexa
Facebook
acquires Liverail
2014
LinkedIn
acquires Bizo
2015
Accelerated
adoption of
commercial
drones
2016
Oracle acquires AddThis
Comcast acquires Stickyads
Salesforce acquires Krux
Adobe acquires Tube Mogul
AOL acquires Adap.TV
2017
Verizon acquires
Yahoo!
Disney acquires
BAMTech
1989 ‘90 ‘91 ‘92 ‘93 ‘94 ‘95 ‘96 ‘97 ‘98 ‘99 2000 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11 ‘12 ‘13 ‘14 ‘15 ‘16 ‘17 2018+
1997
Netflix founded
aQuantive founded
1998
Google founded

Programmatic:
the benefits &
the Uncertainties

Source: AppNexus, Circle Research, WARC, IAB “Reaching Full Potential”, September 2015

Percentage of stakeholders that cite an increase
in programmatic
58%
ADVERTISERS
93%
AGENCIES
95%
PUBLISHERS
Source: Attitudes towards Programmatic Advertising survey , IAB Europe, 2016

Key business
impacts of
programmatic
investment cited
by advertisers
33%
59%
47%
34%
29%
Reduced media wastage through
greater campaign control and targeting
Lower media unit costs (CPM/CPA)
Greater campaign flexibility
Better campaign reporting
Faster campaign set up and go live
Source: Attitudes towards Programmatic Advertising survey , IAB Europe, 2016 AppNexus Inc. — Confidential

Key business
impacts of
programmatic
investment cited
by agencies
44%
72%
48%58%
42%
Reduced media wastage through
greater campaign control and targeting
Lower media unit costs (CPM/CPA)
Greater campaign flexibility
Better campaign reporting
Faster campaign set up and go live
AppNexus Inc. — ConfidentialSource: Attitudes towards Programmatic Advertising survey , IAB Europe, 2016

Key business
impacts of
programmatic
investment cited
by publishers
42%
42%
68%
Increased control of inventory
Increased media unit value (CPM)
Increased trading efficiencies
AppNexus Inc. — ConfidentialSource: Attitudes towards Programmatic Advertising survey , IAB Europe, 2016

Benefits of Programmatic
Advertisers
▪ Less waste thanks to
better targeting
options
▪ Possibility to use their
own data
▪ Faster GTM
▪ Better ROI
Users
▪ Consumer relevance
– ads match the
user’s interests and
are therefore
perceived as useful
Agencies
▪ Workflow efficiencies
▪ More control over
campaigns
▪ Flexibility and
possibility to react and
optimize in real time
▪ Learning for future
campaigns
Publishers
▪ Workflow efficiencies
▪ Smaller, specialized
teams
▪ Cost reductions
▪ Data focus for
publishers with the
right capabilities

39%
42%
43%
47%
Top 4 Challenges to Using Programmatic
According to Advertisers Worldwide
Source: AppNexus in conjunction with Circle Research, Warc DDMAlliance, Interactive Advertising Bureau, “Reaching Full Potential: Examining Attitudes Towards Programmatic Across the Global Advertising Ecosystem”, June 2015
Lack of Understanding as to How Programmatic Works
Fear of Ads Appearing “Undesirable” on Sites
Lack of Transparency on Where Ads End Up
Technical Complexity

Programmatic:
Who are the
players & how
does it work?

PROGRAMMATIC BUYING
is, quite simply, the process of buying
digital media in an automated fashion,
using technology to buy ad impressions
in real-time to reach a very specific
consumer on the right screen at the
right time.

‘Five years ago we would need
35,000 impressions to deliver
‘the most desirable action’.
Today we need 7,000.’
Director, GroupM One to Danish Trade Press Publication,
MediaWatch, July 2015
Paw Saxgren

Programmatic
buying is changing
the ad industry
58%
Source: 1. Cowen and Company, "Programmatic: The Next Wave of Digital Advertising";
Source 2: eMarketer calculations, June 24, 2015
Note: *includes traditional display, social and video
$0.00
$20.00
$40.00
$60.00
$80.00
$100.00
$120.00
2013 2014 2015 2016 2017 2018 2019
Display-related* Programmatic
Display Ad Spend vs. Programmatic Ad Spend Worldwide
Of the total worldwide
display ad spend in 2019
will be programmatic
Billions

Why is programmatic growing?

THEN
The Auction
Supply / Sell SideDemand / Buy Side
The Budget The Strategy The Tech
The Ecosystem of Players
The Tech The Inventory
RTB
P
U
B
L
I
S
H
E
R
S
S
S
P
D
S
P
EXCHANGES
AGENCY
TRADING
DESK
A
G
E
N
C
Y
A
D
V
E
R
T
I
S
E
R
PROPRIETARY
BIDDER
AGGREGATE
BUYER
(Ad Networks,
Retargeters)

728x90 Leaderboard
1. Seller ID / Size
2. Timestamp
3. Cookie ID (UUID)
4. Location (IP; Lat/Long)
5. URL
… 90+ publisher data points
Ad Request AppNexus Client/User Data
• 1st Party Segment Data
• Recency / Frequency
UUID
3rd Party Data Providers
Real-Time Data Providers
Online Audience Segments
Offline Purchase Segments
Examples:
Contextual
Brand Safety
Bid Request
AppNexus Console DSP
External DSP Partners
Ad Quality
Yield Management
Rank & Decision
Bid
• Price ($)
• Creative ID
$5.00
Sample Bids:
$4.00
$3.00
$2.00
Creative
Delivery
• Creative ID
1st Price Auction:
AppNexus has highest bid WINS and
pays
$5.00
Win Notification
Cookie Data
Auctions run within milliseconds!!
11.8 B+ impressions transacted daily at peak
1
2
3
4
5
6
7
8
9
10a
11
12
10b
Real Time Data Trigger
AppNexus Programmatic Auction

If the blink of an eye takes 300-400
milliseconds. That’s approximately
3 blinks per second!
+
If AppNexus transacts
11.8 B+ impressions per
day at peak
And there are 86,400
seconds in 1 day
Let’s say the process took approximately 300 milliseconds, let’s do the math….
= That’s as if 136,500 ads
are transacted per second
OR
That’s as if 45,500 ads are
transacted in every blink of an eye

The Microsoft
Story: Going 100%
Programmatic

History of Microsoft Advertising Sales Model
Direct
Sales
Team
Microsoft
partners with
local sales
houses
Microsoft Advertising
Exchange Launches
(powered by
AppNexus)
Decision to
test 100%
programmatic
model
Markets
become 100%
programmatic

Microsoft ProgrammaticSupply Map (54)
AOL-Represented AppNexus MSET-Represented Local Microsoft Sales PartnerNot Represented
All Powered by ApppNexus
20 markets in Latin
America
Argentina, Bolivia, Chile, Colombia, Costa
Rica, Dominican Republic, Ecuador, El
Salvador, Guatemala
Honduras, Mexico, Nicaragua, Jamaica,
Panama, Paraguay, Peru, Puerto Rico.
Trinidad & Tobago, Uruguay, Venezuela
10 markets in Asia
Hong Kong, India, Indonesia, Korea,
Malaysia, Philippines, Singapore, Taiwan,
Thailand, Vietnam
6 markets in CEE
Greece, Poland, Romania, Russia, Turkey,
Ukraine
6 markets in MEA
Egypt, Israel, Qatar, Saudi Arabia, South
Africa, United Arab Emirates
12 markets in Western
Europe
Austria, Belgium, Denmark, Finland, Ireland,
Netherlands, Norway, Portugal
Sweden, Switzerland, Luxembourg, Iceland

The Microsoft Differentiator

A Deep Dive
into Microsoft
Properties

66 M
impressions/month
In-app inventory across Windows
PCs, Tablets & Phones
O&O apps include: MSN apps,
Skype, and Microsoft Casual Games
3rd Party app network includes top
apps across key verticals
116 M
impressions/month
Includes the Skype Home
Screen, in-call and chat
conversation windows
Reach users in the moments that
matter most
276 M
impressions/month
Non-scroll placement for
maximum viewability
Seamlessly integrated into an
engaging e-mail experience
One ad per page means
exclusive brand visibility
Reach, Scale & Performance in Turkey
NOT ALL INVENTORY IS CREATED EQUAL
The Windows App Network is predominantly comprised of Windows 10 desktop and tablet
ads, and sizes include 300x600, 160x600, 728x90 and 300x250, with a CTR 4x higher than
industry standards.
Skype: Be part of the conversation with one of the most engaged audiences on the internet.
Outlook: A behemoth of scale and performance, CTRs on Outlook average 0.25% globally.
MSN provides the scale, reach and variety of sizes and channels to suit any campaign.
PMP OPPORTUNITIES
• Target Microsoft’s premium publishers with pre-negotiated, transparent pricing
• Gain priority access ahead of the public auction
• Run rich media executions with our new formats on MSN, Skype and Outlook
• Leverage Microsoft’s unique Behavioural & Demographic segments across all
publishers and devices
• Work with your MSET rep to build custom packages to suit your exact needs
All publishers require 100% SSL compliant creative
226 M
impressions/month
Proprietary load on-scroll
technology for maximum
viewability
Access 10 verticals + the MSN
Homepage
Premium content from hand-
picked global publishers
Source: Microsoft Data

MSN Home & Channels
Premium Curated Content
Seamlessly integrated with cross-device,
cross-platform & productivity apps
Load-on-Scroll tech ensures ads are in-view
Vertical content on entertainment, sports,
news, lifestyle and much more…!
MSN
Audiences
Entertainment News
Travel LifestyleHealth & Fitness
Food &
Drink
WeatherSports
Money
Homepage
Autos
Viewability rate
76%

33
OUTLOOK
Viewability rate
93%

34
Skype Home,
Conversation and
Chat
Reach users in the moments that matter
most
In-conversation ad persists throughout
call with no refresh prompting excellent
brand recall.
Viewability rate
55%

Microsoft Casual Games on
Exclusive programmatic access to premium inventory on Microsoft
Windows devices.
• 64 minutes played daily by user
• 65 Languages supported
• 169 desktop and mobile markets
• 2.63 B monthly impressions globally
• Over 100 million users globally
• Available in Console as: Run of Microsoft Causal
Games Package (6332)
Viewability rate
66%

App Network
• Access billions of impressions across hundreds of millions of users,
delivering 4x the industry average CTR
• The App Network is comprised of Microsoft-owned Apps such as Skype,
MSN, Microsoft Casual Games, as well as Premium third party apps
such as Shazam, AccuWeather and Men’s Health
• Sizes include 300x250, 300x600, 728x90, 160x600 as well as standard
mobile sizes
• Bring your own data, utilize third party data, or take advantage of
Microsoft’s rich array of 1st party data segments
• MSFT ID enables cross device targeting and user identification
• Full cookie syncing enabled across Casual Games
Viewability rate
64%

A Deep Dive
into Microsoft
Formats

MSN Custom Header MSN Billboard
MSN Flip
Full range of creative executions – from eye-
popping animation, to video, dynamic data,
interactive games and more.
Microsoft Brand Opportunities
Enable creative story-telling through a series of up to five
300x600 creative panels where users can move between
the panels in the following ways: Direct interaction (on
click); Scroll; Sequencing (repeat visits)
MSN FilmStrip

• Programmatically executed
• Super-Priority Access
• Any publisher or placement, or the entire Microsoft Portfolio
• Combine with
• Large Banner formats
• Rich Media expansions
• MSFT ID data
Share of Voice TAKEOVERS

Available MSN Billboard
728x90 980x120
640x400 980x150
650x170 980x240
750x200 980x250
750x300 980x300
760x100 980x400
768x150 994x118
800x250 994x250
930x80 1000x90
930x180 1000x300
940x180 1010x150
940x300 1010x300
960x180 1192x300
970x40 1250x240
970x90 1250x360
970x250 1272x328
970x600 1272x250
Available MSN MPU
300x250 OR
300x600

USER LOGIN DATA
The Microsoft ID leverages real
time login data provided by users
signed up for Microsoft services
KEYWORD SEARCH
Users who have recently searched for
keywords relevant to your brand
MSN SITE VISITS
Regular visitors to the rich
content on MSN’s channels
Behavioral &
Demographic
Targeting
Home Buyers
International Travel
SMB decision makers
IT Pros
Autos Buyers
Movie Watchers
Gamers
Smartphone shoppers
Health & Beauty
Fashion Enthusiasts
New & Expecting Parents
Parents
Age
Gender
Personal Investors
Consumer Electronics
Health & Fitness
Online Power Shoppers
Microsoft Targeting Opportunities
Custom Packages | Behavioral | Demographic
Market
Travel
Enthusiasts
(2782841)
Online Power
Shoppers
(2782842)
Health & Fitness
Enthusiasts
(2782843)
Movie
Watchers
(2782846)
Consumer
Electronic
Researchers
(2782847)
Auto Buyers
(2782849)
Personal
Investors
(2782855)
Parents
(2782857)
Turkey 124,440,000 103,086,000 204,684,000 97,824,000 105,426,000 154,788,000 143,106,000 99,018,000
Market
Small Business
Decision Makers
(2782859)
International
Travel Seekers
(2782861)
Health &
Beauty
Enthusiasts
(2782864)
Gamers
(2782865)
IT Pros
(2782869)
New &
Expecting
Parents
(2782870)
Home Buyers
(2782875)
Smartphone
Shoppers
(2782879)
SUV
Researchers
(2782882)
Turkey 112,569,000 68,976,000 69,920,000 27,955,000 105,096,000 43,488,000 53,514,000 13,590,000 324,000

Microsoft Video Inventory
Microsoft Video Inventory combines the targeting effectiveness of
programmatic buying with the engagement and interactivity of rich media.
You can buy Microsoft video inventory programmatically across MSN Desktop WEB,
MSN Mobile web and Windows.
AVERAGE COMPLETION
RATE BY VIDEO FORMAT
Instream 60%
Outstream 30%
Windows Video Interstitial 60%
BannerStream 50%
43M
MONTHLY VIDEO
VOLUME Turkey
Outstream on
Windows Video
Interstitials on
Instream on BannerStream on

Buying Instream on Microsoft
What is Instream?
Instream video ads are displayed within a video player
on a page as pre-rolls (before content). The ad
appears before premium MSN Video Content on MSN
Video and on the video players in article pages across
MSN Verticals. Offered on MSN Desktop Web and
Mobile Web.
Instream Video Unit (pre-roll) on MSN
Instream In-Article Video Unit (pre-roll)
on MSN
Details
The Benefit
Instream is an IAB standard pre-roll that provides up to 30 seconds
of brand messaging prior to the video content load. Pre-roll is one of
the most widely adopted, long standing video formats available. This
leads to high advertiser familiarity and adoption.
Targeting
Targeting on content channel level (auto, news, finance etc.) or
audience (profile and behavioral).
Creative
Instream utilizes the exact same creative used for Microsoft
Outstream. See creative Specifications for further detail.
RTB or Deals Instream is currently available through open RTB or through deals.
Market Availability Instream is available across 50+ markets.

Buying Outstream on Microsoft
What is Outstream?
Outstream video ads are displayed when a user navigates to a
designated place on the page where the video player is dynamically
inserted within the article content. The video player appears only upon
navigation to that location, only when the player is in view. When the
user navigates away or the ad completes, the video player closes
automatically. It is not a fixed player position on the page. Microsoft
offers these types of ads on MSN Desktop Web article pages.
Outstream Video Ad Unit on MSN
Details
The Benefit
Outstream offers a highly viewable video opportunity as the ad appears
dynamically only when a user navigates to its position on the page. It
offers up to 30 seconds of brand video messaging and is sound upon
mouse-over.
Targeting
Targeting on content channel level (auto, news, finance etc.) or
audience (profile and behavioral).
Creative
Outstream utilizes the exact same creative used for Microsoft Instream.
See creative Specifications for further detail.
RTB or Deals Outstream is currently available through open RTB or through deals.
Market Availability Outstream is available across 50+ markets.

Buying BannerStream on Microsoft
What is BannerStream?
BannerStream is a new video format developed by AppNexus that is
available on MSN Homepage inventory (with future rollout to other
pages). With BannerStream, buyers have access to an integrated
seamless video advertising experience within the MSN Homepage, a high
quality premium landing page. This new format gives buyers the ability to
define static "post-show" images that displays after the video completes
playing.
Details
The Benefit
BannerStream offers access to the homepage, improved user experience, and improved
tracking:
• Access to homepage: VAST/VPAID video previously not accepted on homepage
• Improved User Experience: results in better user experience versus in-banner
video as publishers control how the video ad renders, making it more
seamlessly integrated with the overall site design
• Improved Tracking: AppNexus can track viewability, quartiles, and errors
through our VPAID wrapper; these metrics are not available for in-banner video
Targeting Targeting available on audience segments (profile and behavioral).
Creative VAST/VPaid, 300x250
RTB or Deals BannerStream is currently available through open RTB or through deals.
Market Availability BannerStream is currently available across 50+ markets.
BannerStream Video Ad Unit on MSN

What’s New?

Microsoft’s Outlook offers a fresh, clutter-
free environment for communicating with
family, friends, and colleagues. Keeping up
with email is a snap, thanks to
Outlook.com’s clean design and a fluid
interface.
Native on Outlook
Above the fold, highly integrated
native inbox unit

Coming Soon

Microsoft’s MSN is a custom-curated
collection of the best in news, sports,
entertainment, money, weather, travel,
health and lifestyle, and more.
Native on MSN
Above the fold, large native unit
on the homepage

Knowledge Quiz

In order to participate in the quiz at the end of our event, you need to
download Kahoot! app. We kindly advise to use your coffee break to do
it!

Thank you for your time
cjames@appnexus.com
Chris James, Senior Market Director CEE MEA

Thank you for your time
Next steps and questions?
cjames@appnexus.com
Chris James, Senior Market Director CEE MEA
agazdziak@appnexus.com
Agata Gazdziak, Market Director CEE

Available Formats in MSET markets
Standard IAB:
300x250, 728x90
Mobile: 320x50
Large Banner:
300x600, 640x400, 650x170, 750x200, 750x300,
760x100, 768x150, 800x250, 930x80, 930x180,
940x180, 940x300, 960x180, 970x40, 970x90, 970x250,
970x600, 980x120, 980x150, 980x240, 980x250,
980x300, 980x400, 994x118, 994x250, 1000x90,
1000x300, 1010x150, 1010x300, 1192x300, 1250x240,
1250x360, 1272x328, 1272x250
Rich Media available in all MSET markets:
MSN Expanding
300x250 > 500x300 (down, left)
728x90 > 728x315 (down)
300x600 > 600x600 (left)
MSN Flip
MSN Filmstrip
Available in WE MSET markets:
MSN Custom Header
Billboard Expand
Standard IAB:
728x90
300x250
300x600
160x600
320x50
Rich Media in Western Europe Only:
Skype Masthead Expanding
650x170 > 650x340 (down)
Skype Expandable Connection Hub
728x90 > 728x315 (push down)
Standard IAB:
160x600
300x250
300x600
728x90
DeskTop / Tablet Apps:
160x600
300x250
300x600
728x90
250x250
Mobile Apps:
320x50
300x50
480x80
640x100
350x50
300x250**Source: Microsoft Data

Instream Demo
Click here to see the Instream Video Pre-Roll demo on MSN Video

Outstream Demo
Click here to see the Outstream Video demo on MSN article pages

BannerStream Demo
Click here to see BannerStream Demo:

Microsoft Monthly Volume & Details - Turkey
MSN Channel Impressions
Channel Size Impressions
Autos 300x250 994,696
728x90 225,081
Entertainment 300x250 20,620,523
728x90 9,170,351
Food and Drink 300x250 686,046
728x90 243,868
Health and Fitness 300x250 835,570
728x90 294,736
Homepage 300x250 36,806,122
728x90 72,813,342
Lifestyle 300x250 6,478,209
728x90 3,212,867
Money 300x250 2,441,252
728x90 1,353,519
News 300x250 15,654,706
728x90 8,775,325
Sports 300x250 2,891,873
728x90 1,387,287
Travel 300x250 140,913
728x90 50,337
Weather 300x250 404,357
728x90 410,261
Grand Total 185,891,241
Skype Impressions
Size Impressions
320x50 53,673,545
160x600 33,459,331
300x600 15,990,384
300x250 12,791,997
728x90 958,709
650x170 213
Outlook Impressions
Size Impressions
160x600 216,291,086
300x600 32,413,054
728x90 3,056,594
320x50 942,006
Outlook Native
Publisher Avg Monthly Imps
Outlook Native Mobile 15,748,215
Outlook Native Desktop 5,668,717
MSN Video Avails
Format Impressions
BannerStream MSN 31,866,657
MSN Instream (pre-roll) 699,867
MSN Outstream (in-
article) 10,957,082
Windows Impressions
Publisher Size Impressions
Windows Phone AppNetwork (336212) 480x80 18,773,141
320x50 6,274,244
300x50 4,371,077
640x100 304,761
300x250 152,243
Windows AppNetwork (348882) 728x90 11,329,246
160x600 9,779,157
300x250 5,674,527
320x50 1,742,207
300x50 864,205
Microsoft Casual Games (679569) 300x250 20,020,415
728x90 1,735,233
300x600 57,385
360x50 19,708
320x50 17,700
MSN Apps Windows (421218) 300x250 1,266,347
728x90 1,128,760
300x600 43,749
312x260 3,792
1x1 661
MSN Mobile Apps (421221) 320x50 129,870
640x100 33,437
300x250 25,728
600x500 24,771
320x49 20,293

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