Inventory products are constructed from a mixture of curated white lists, segment pixels and custom categories.

The requirements for the product depend on what kind of product it is:

ROC Products

To create a new ROC product you need to first create a custom category in AppNexus.

Go to AppNexus->Network->Tools->General->Content Categories and create the new Custom Catgeory.

This custom category needs to be assigned to the individual placements of all the direct publishers that will be included in the ROC product.

ROC products also require the creation of a domain and app lists for the new category.

Go to AppNexus->Network->Inventory->Targeting Lists and create the lists.

You will need to brief the curation team on what kind of websites and apps you want included. If you need guidance please read the Inventory Curation Guide.


Once you have done all of the above you will need to create two or three targeting templates.

  1. One targeting template for Direct inventory which targets the new Custom Category.
  2. A second targeting template for RTB which targets the domain white-list. Note: Be sure to use the blacklist as a starting point.
  3. A third targeting template for RTB Apps which targets the App list (if there is one). Note: Be sure to use the blacklist as a starting point.

Profile+ Products

To create a new Profile+ product you need to first create a network level segment pixel in AppNexus.

This segment pixel is used by the Ad Operations team to build a pool from which to re-target the audience.

Go to AppNexus->Network->Segments and create the pixel, be sure to call it Profile+YOURSEGMENTNAME.

Profile+ products also require the creation of domain and app lists for targeting the audience. This is one of the hardest parts of building Profile+ products. The key here is to identify contextual environments which are strong signals for the desired audience.

For example, if you find a parenting advice ebsite then you can be reasonably certain that the readers are parents. Some small amount of readers will not be, but in this case the wastage is likely to be minimal. It is not always easy and clean-cut like this example. Finding websites that skew toward Young Adults or Pensioners is difficult. For these kind of demographic profiles try using websites like Quantcast or SimilarWeb to try and identify sites that skew toward the audience you are after.

As above go to AppNexus->Network->Inventory->Targeting Lists and create the targeting lists.

If you are not curating the lists yourself then you will need to brief the curation team on what kind of websites and apps you want included for this audience, be sure to be very explicit here, describing how you infer audience from context is not easy.


Once you have done all of the above you will need to create up to 5 different targeting templates.

  1. One targeting template for Direct inventory which targets any specific placements or publishers you want to include.
  2. A second targeting template for all Direct inventory which targets users in the Profile+ Segment you created.
  3. A third targeting template for RTB which targets the domain white-list. Note: Be sure to use the blacklist as a starting point.
  4. A fourth targeting template for RTB Apps which targets the App list (if there is one). Note: Be sure to use the blacklist as a starting point.
  5. A fifth targeting template for RTB that simply targets users in the Profile+ Segment you created. Note: Be sure to use the blacklist as a starting point.