Pontiac’s Audience Research Tool (ART) is a comprehensive audience research & design suite that provides custom cookieless targeting for the future of programmatic advertising.

The Cookieless Future and What It Means for Advertisers

As privacy updates push Advertisers into a cookieless world, the era of targeting down to the level of the individual is coming to an end. As the industry moves away from the use of Third-Party Audience Segments, Advertisers are forced to take a fresh look at digital targeting strategies. The key to future success is to find privacy compliant solutions that not only scale, but that continue to drive performance. At Pontiac Intelligence we are focusing on ad personalization through clever geo and inventory-based targeting, with the launch of The Audience Research Tool (ART), an innovative solution that delivers privacy compliant audience insights and targeting strategies. 

ART: A Cookie-less Identity Solution

The Audience Research Tool (ART) is a proprietary cookie-less identity solution designed by Pontiac Intelligence to enable Advertisers to both better understand and better reach the users of highest potential value to their brand and subsequently maximize their ad spend.

Centered around the U.S. zip code, ART reports aggregate and analyze demographic data & content consumption by zip to build audiences for all channels & media types. A privacy-compliant targeting solution that drives both performance and scale across all your digital campaigns

The power of the tool is two-fold:

1. Audience Research Tool & Insight Reports
   • Locate & understand the highest value users to your brand by utilizing the traffic on your website, or a list of U.S. zip codes, to create detailed insight reports, and leverage look-a-like modeling to find new targets that share key characteristics with your existing audience.
2. Audience Discovery Tool
   • Select from demographic variables and interest categories to build an audience profile, then find new targets across the U.S. that match this target audience.

At this time, all ART tools are limited to data for the United States.

If you would like access to the ART, reach out through the Help Center in the platform to request access.

ART: Demographic Data

The deep ties between zip codes and demographics create a wealth of data for audience segmentation, leveraging U.S. Census data to find & target the profile of users with the strongest affinity for your brand:

ART: Interest Data

Leveraging AI for deep contextual analysis, Pontiac indexes content consumption by categories across the U.S. to build cookieless interest data according to what users are reading or streaming by zip code: