Create your target Audience profile from the desired demographic variables to discover new zip code targets with the highest propensity match to your desired Audience profile. Leveraging the correlation between zip codes and demographics, ADT uses US Census Data to find the zip codes with the largest deviation from the US mean across the selected variables. Leveraging impression data and deep contextual analysis, interest categories can also be evaluated for each zip code to find areas that are over-indexing in content consumption for the selected topics. Audience Discovery data can be exported for targeting across all channels and media types.

To create a report in the Audience Discovery Tool, navigate to the ART section of the platform, then select ‘Audience Discovery’.

• Select ‘New Report’.
• Give the report a name.
• Select the ‘Target Audience Size’. This is the number of zip codes that will be returned in the results.
• Select an Auto Refresh schedule if needed. If an audience is published from the report, this will update the report and the audience on the selected schedule. New interest data is ingested every 30 days so refreshing the audience will incorporate any new data that has been added.
• Optionally, Add Description of this audience. This will include a few AI generated images that represent the audience you’re targeting.
• Click ‘Edit Targeting’ button to open the menu of data categories. There is a limit of 10 datasets that can be selected per report.

In the ‘Census Categories’ tab, select the demographics for your desired audience:

For example, here we are looking for households with a married couple and children present in the house.

In the ‘Contextual’ tab, select the interests of your target audience:

For example, we added interest in the topic ‘Parenting teens’. Custom interest categories can also be created using the Pontiac Contextual AI. For more information, see here: Custom Interest Categories

• If your campaign is set to run in a specified Geo, you may want to filter results by that geo to only receive the top zip codes that will match your campaign parameters.

• Zip codes can also be selected and weighted in their own area. Note that you can also create a Block List depending on your needs.

• Under the ‘Population’ tab, you can filter results to zip codes that meet a specific threshold of population or # of households. Often times, zip codes with very small populations will index highly across the selected variables, but it may not be valuable to the Advertiser to consider zip codes below a certain population threshold. These filters will remove these zip codes from results.

• Traffic Filtering will be applied to Contextual categories. There are defaults in place here to ensure that there is enough data in each zip code and interest category to evaluate and determine the most exceptional zip codes:
  • Zip traffic filters for zip codes that have contextual data over the last month for more impressions than the number specified
  • Graph traffic filters for zip codes that have contextual records in aggregate for the targeted graphs which exceed the number specified. Graphs are the upper level categories such as Health & Fitness and Home & Garden.
  • Category traffic filters for zip codes that have contextual records which exceed the number specified for the targeted category. Targeted categories are the most granular level such as Gardening or Exercise.
• Under the ‘Indexing’ tab, check the box if you would like each zip code to over-index on ALL demographic and interest categories selected. If this box is unchecked, the report will use a composite score on all variables and return the most exceptional zip codes overall, but each zip code may not over-index on all categories.
• Once you have selected all the desired variables to build your target audience profile, ‘Close’ and ‘Submit Report’.

The report is broken apart into different sections: audience insights, audience interests, inventory and published audiences. Follow the Extreme Sports Fans Audience Discovery Report to understand each section of the report. Note that the Audience Discovery Report setup is as follows:

• Name: Extreme Sports Fans
• Target Audience Size: 1000 Zip Codes
• Audience Description: Fans of BMX
• Targeting > Interests > Sports: Mountain biking, Surfing/body-boarding, Bicycling, Snowboarding, Skateboarding, Power & motorcycles
• Filters > Population: Population greater than 1000, Households greater than 400
• Filters > Traffic Filtering: Zip Traffic greater than 1000, Graph Traffic greater than 20, Category Traffic greater than 2

Audience Insights

If you added a description when generating the audience discovery report, four AI generated images of your target audience will be displayed. These images help paint the picture of who you’re targeting. In our example, the audience description is “Fans of BMX” and the bellow figures were output.

A heat map displays the geographic areas across the United States with the highest variance from the U.S. average on the selected variables. Below the map, the zip codes will be ranked according to their propensity match to your desired demographics and interests, with #1 being the closest match.

The ‘Exceptionalism’ column will display the average percentage difference between the displayed zip code and the U.S. average across all selected variables. A higher difference will indicate a higher likelihood for the zip code population to meet the criterion selected. Use the download button to export the list of zip codes. This zip code list can then be used for targeting on Pontiac campaigns across all channels and media types.

In this table, the report will also display the population and number of households for each zip code to provide insight into the potential audience size and reach of your campaign targeting these zip codes.

Audience Interest

In the Audience Interest expandable section, you will see graphs of your selected targeting. Displayed is the distribution of the the population in the returned zip codes across each of the selected demographic and interest variables. Based on our example, we selected a variety of sports. Hover over the graph to see the name and corresponding percentage, deviation from normal, and US average. The category with the highest deviation from normal means that it is more likely to appear in this target audience. In our example, our audience is interested in Bicycling, Surfing/body-boarding, and Football the most.

Note that in the top right corner, users can toggle between Deviance and Percentage views depending on needs and interpretability. Users can also select to show all data points, top 10%, top 20%, or top 50%.

Inventory

In the Inventory section of reports you can review the specific CTV Title, Series, Genres, Channels, Publishers, Networks, and Apps that your audience is currently watching. Our CTV Bidder provides the capabilities for targeting down to the title level, so these are all actionable insights that can be applied to your Campaigns. Build detailed CTV targeting plans to serve ads across the inventory your audience watches the most.

Here is a sample model for CTV Genres viewership for extreme sports fans:

Looking at the graph in the percentage view, the light blue columns on the graph display the national average for each demographic or interest category (Sitcom, Crime drama, Thriller, etc.). A zip code is considered exceptional in a category if the % of users in that category for the zip code is higher than the national average. This is calculated in the ‘Dev from Normal’ column.

Switch the graph type using the ‘View Deviance’ button to view how a zip code or the complete set of zip codes differs from the national average on each category.

Published Audiences

To create a targetable audience from the report data, click the ‘Publish Audience’ button. This will give you the option to select the threshold of match you want to include in the export. Filter results to select ‘all results’ or the ‘top 10%’, ‘top 20%’, ‘top 50%’ of matched zip codes depending on how closely matched you would like the zip codes to be. This audience will then be readily available for targeting in any Line Item under Custom ART Audiences.