Create an insight report from an existing audience to research their demographic characteristics, interests they are showing across the web and their streaming behaviors. The Audience Research tool makes all of this data easily accessible for the audience selected, and using this data creates a lookalike model to create an audience extension to the zip codes most closely matching the characteristics of the existing audience.

There are three types of audiences that can be used for the ‘source’ of an ART report:

1. Pixel Report: A Pixel report will pull audience insights from the visitors to the Advertiser’s website via an IP Pixel.
2. Geo Report: The Geo report will pull Audience insights from a list of U.S. zip codes. For example, if an advertiser has a zip code, DMA or city that is a top performer, you can select this geo and run a report to create a complete profile of users in that geo, then leverage a lookalike model to find similar zip codes for prospecting.
3. Contextual Report: The Contextual report will pull audience insights from a contextual AI audience or interest category. Create an insight report to better understand the demographics of users that are showing interest in a specific topic. To create a custom interest category, see here: Custom Interest Categories

To create a ‘Pixel’ Report, the first step is to create and place Pontiac IP pixels on the Advertiser’s website. Multiple pixels can be created to track each action or page on the website, or you can simply place one pixel on all pages to capture all site traffic. Reports can then be created from each individual pixel, or from several pixels combined, allowing you to segment insights in a way that best fits your needs.

1. In the Pontiac Platform select ‘DSP’ in the top right corner.
2. Create a new Advertiser or open an existing one.
3. Select ‘New IP Conversion Pixel’, give the pixel a name, and save.
4. Allow a few minutes for the pixel to generate, then click on the name of the pixel to view the code.
5. Place the pixel code on the Advertiser’s website. This can be placed on all pages, or on a specific page of interest. For example, if you place this pixel on the ‘Thank you’ page after a transaction is completed you will be able to create a profile of users that have made a purchase. If you place this pixel on all pages, you can create a profile of all users that visit your website.

Once the pixels have been placed you will need to allow time for the sample sizes to grow as visitors are seen on the page.

Read more on Pontiac IP Pixels here: IP Conversion Pixels

Creating an Audience Insight Report

1. Log in to the Pontiac Platform and in the top right corner, click on the button ‘ART’.
2. Select the blue ‘New Report’ button.
3. Give the Report a name.
4. Select the target audience size from 1,000 Zip Codes, 2,500 Zip Codes, 5,000 Zip Codes, or 10,000 Zip Codes. This is the number of matched zip codes that will be returned by the lookalike model.
5. 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.
6. Select the ‘Audience Type’.
   • For ‘Pixel’ Audiences, associate the pixel or pixels to build the report from. This is an IP Pixel that must first be created in the DSP section of the platform, then placed on the Advertiser’s website. Once your IP pixel has been placed and the sample size has grown over time, you can create insight reports from this data.
   • For ‘Geo’ Audiences, add the list of U.S. zip codes to build the report from.
   • For Contextual Audience, select a Contextual audience or Interest category from the list. Custom interest categories will need to be created in the DSP platform, prior to making a report. See more here: Custom Interest Categories
7. For Pixel reports – Enter the dates that you want the report to pull from. This will pull the IP addresses of visitors to your website during this date range. The maximum lookback period is 6 months.
8. Select the categories or characteristics that you would like to research for your audience. Select the demographic categories from ‘Demographics’ or ‘Focused Demos’ sections. For topics of interest, select from ‘Interest’ categories to understand the types of content that your audience is showing interest in. There is a limit of 10 categories that can be selected per report.
9. Apply filters to the lookalike audience if you would only like to receive zip codes within a specified geo or above a certain population threshold. For example, if your campaign is set to only run in New York you can limit the lookalike audience to the top zip codes in New York that resemble your existing audience.
10. ‘Submit New Report’ to generate the Report.