Pontiac Analytics Suite: Understand > Activate > Prove

Analytics Overview

Most analytics tools tell you what happened. Pontiac Analytics tells you what to do about it and makes it effortless to act. No complex integrations, engineering lift, or waiting. The same platform where you run your campaigns is where you plan, understand, optimize, and prove their impact.

The Pontiac Analytics Suite includes six connected tools that support the full campaign lifecycle: Planning, Audience, Targeting, Incrementality, Public Models, and User Defined Models. From building a research-backed media plan and understanding your audience before launch, to optimizing live delivery and proving impact afterward, each tool turns data into clear, actionable recommendations.

Every model is transparent by design, showing how decisions and recommendations are made. Insights can be reviewed, refined, and applied directly to campaigns with just a few clicks.

• Planning — Build Your Media Strategy
  • The Planning Tool uses LLM-powered research and Pontiac’s sample bid request data to create media plans based on a brand’s goals, audience, geography, budget, and supporting materials. It recommends relevant audiences, content, and available inventory, which users can review and refine before launching campaigns directly in the platform.
• Audience — Understand Your Audience
  • Know who converts, what defines them, and where to find more of them before you spend a dollar. Built on privacy-safe, census-based demographic modeling, the Audience tool turns ZIP-level data into clear personas and lookalike expansion targets, so your targeting starts smart and scales smarter.
• Targeting — Activate & Optimize
  • Stop guessing which variables are driving performance. The Targeting tool surfaces exactly what’s working by geography, device, content, time of day, and more, and applies that intelligence directly to your real-time bidding with one click. Less waste. Better performance. No manual breakouts required.
• Incrementality — Prove What Works
  • How much of your performance would have happened anyway? The Incrementality tool tells you. By measuring exposed users against a matched control group, it isolates the conversions your media actually caused, giving you a true CPA, statistically validated lift by market, and a clear answer to the question every stakeholder is asking.
• Public Models — Use Premade Models
  • Public CTR models for the US and EU are available to all seats with the Analytics Platform enabled, allowing users to quickly apply established optimization models to their campaigns.
• User Defined Models — Customize Your Approach
  • Users can create custom JSON model files that assign scores and probabilities to variables and combinations based on campaign learnings, business rules, historical performance, or specific optimization goals.
• Tip: Save & Rerun the report to automatically refresh and update the model.

No black boxes. No guesswork. Just transparent models, direct activation, and results you can defend in any room. Select a report or tool to learn more.