As streaming services have become widely adopted and methods for consuming TV content have drastically changed, the terms OTT and CTV have become exceedingly popular in the advertising world. But with this growing popularity the terms have become ambiguous as players in the industry began to use them interchangeably and the lines between them became blurred. This guide is intended to provide clarity into the industry definitions, Pontiac terminology, and best practices for implementing both CTV and OTT campaigns through the Pontiac Platform.

CTV vs OTT vs Video

• OTT (Over-the-Top) is TV content delivered to a device via an internet connection. OTT is defined as a delivery method and content type (premium TV content delivered via internet) and can be streamed on any device (TVs or mobile devices or desktops). OTT is considered premium digital video, and it is the highest-quality format available programmatically, with completion rates as high as 90%. For example, this could be a user watching Hulu on their phone, desktop, OR on their Smart TV.

• CTV (Connected TV) is a sub-set of OTT Video, where the OTT content is delivered specifically on TELEVISIONS connected to the internet. CTV is defined by the device type and includes – smart TVs, gaming consoles, and set-top boxes. An example of this would be a user watching Hulu on their TV.

• Video is the creative type for all OTT and CTV. All OTT and CTV campaigns are Video, but not all Video is OTT or CTV. Online Video (OLV) can also run across other websites and apps within content that is not considered OTT and on Devices that are not considered CTV. For example, a video ad in the Candy Crush app on a mobile device.

Despite the technical definitions above, it is commonly understood in the industry that CTV refers to any OTT across TVs, and ‘OTT’ is typically used to refer to other ‘non-CTV’ OTT content. For this reason and for the purposes of the Pontiac Platform, ‘CTV’ as an ‘Inventory Type’ refers to OTT content that runs across connected television devices – Smart TVs, Game Consoles, and Set Top Boxes. The ‘Inventory Type’ ‘OTT’ will refer to all other OTT content that is not CTV, that being content streamed on other devices – Mobile Phones, Tablets, Desktops and Laptops.

Please see the following page for more information: CTV & OTT Guide

CTV is a specific subset of OTT, defined as content streamed only on televisions that are connected to the internet via Smart TV apps, Game Consoles and Set Top boxes.

The following is an overview of the best practices for setting up a successful CTV campaign on the Pontiac platform:

1. Run through Deals as opposed to the Open Exchange, as this will allow for premium, fraud free placements.
   • Deal access can be requested in the ‘Inventory’ tab, then associated to the Line under ‘Targeting’. Select Deals with ‘Inventory Types’ that are ‘CTV’ or ‘OTT’. To ensure the Line only serves through selected Deals, DO NOT ASSOCIATE ANY EXCHANGES.
2. Do not add frequency caps. Although Frequency Capping is available for CTV lines, it is often inaccurate and will severely limit scale as many CTV publishers do not consistently pass device IDs and user IDs across platforms.
3. Enable the ‘Allow for Cookieless Users’ box. Cookies are not typically available across CTV devices, and requiring them may prevent lines from serving.
4. Target ‘Instream’ Inventory by selecting ‘PreRoll’, ‘MidRoll’ and ‘PostRoll’ video playback types.
5. It is only recommended to use audiences from the providers TruAudience (Tru Optik), Lotame and Comscore. While these audiences are intended for CTV, they may still limit scale.

Below is an explanation of the key differences and why we recommend using Deal Inventory over Open Exchange Inventory.

Deal Inventory vs Open Exchange Inventory

On the Pontiac platform, CTV/OTT ads can be purchased through two inventory sources: Private Marketplace Deals (PMPs) and the Open Exchange.

• PMPs allow publishers to offer premium inventory exclusively to a specific advertiser or group of advertisers in a private auction.
• The Open Exchange provides access to inventory monetized through supply-side platforms (SSPs), where all buyers and advertisers have an equal opportunity to bid in a competitive marketplace.

Deal (PMPs) Inventory

Pontiac makes over 2,000 Deals from a wide variety of Publishers and content categories available directly in the platform. Pontiac strongly recommends running all OTT and CTV campaigns through PMPs as they provide exclusive access to premium, fraud-free inventory. To browse available Deals, open the Pontiac Platform and navigate to the ‘Inventory’ tab. Under ‘Deals’ you will see the full list of available public deals. The ‘Network’, ‘App/Channel’ and ‘Programming’ will give you an idea of where the ad will serve and what the content type is. These PMPs are still real-time bidding environments in which the highest bid will win the impression, but the bidding will start at a specified price floor as defined by the publisher, this can also be seen in the ‘Inventory’ tab for each Deal. Select from Pontiac’s curated Deal lists, or create a custom Deal list with all of the relevant Deals to your Advertiser, easily allowing you to create many Lines with the same list of Deals.

The following information will be available for each Deal in the ‘Inventory’ tab:

Inventory Type

• OTT: The Deal can be used for OTT Inventory, with Mobile, Desktop, and Tablets as the device types.
• CTV: The Deal can be used for CTV Inventory, with TVs, Game Consoles and Set Top Boxes as the device types.
• OTT/CTV: The Deal can be used for OTT or CTV Inventory, with Mobile, Desktop, Tablet, TVs, Game Consoles and Set Top Boxes as the device types.
• OLV: ‘Online Video’, these are ‘non-OTT’, ‘non-CTV’ video placements. They may be outstream, or instream, across websites and applications that are not considered OTT content. See Device Type column for additional guidance.

Device Type

• CTV: Can be used for Smart TVs, Game Consoles & Set-top boxes.
• Mobile & Desktop: Can be used for Mobile Devices, Tablets, & Desktop.
• Mobile: Can only be used for Mobile Devices and Tablets.
• Desktop: Can only be used for Desktop or Laptop Devices.
• All: Can be used for any OTT including Smart TVs, Game Consoles & Set-top boxes, Mobile Devices, Tablets, & Desktop.

App Types

• SVOD (Subscription Based Video on Demand)
  • The user enters into an agreement for subscription that grants them access to the service, typically this allows them to watch with no limits until the agreement or subscription is cancelled. The best example of an SVOD service is Hulu.
• AVOD (Advertisement Based Video on Demand)
  • Ad-based video on demand is a free service that allows users to log in and watch videos that contain ads. YouTube is the best example of AVOD.
• TVE (TV Everywhere)
  • TV Everywhere requires a cable or satellite subscription to access the on-demand content. This is both SVOD and AVOD. CBS Now, AMC Networks, A&E are examples.
• vMVPDs (Virtual Multichannel Video Programming Distributor)
  • (e.g) SlingTV, Pluto, Xumo, etc are Linear OTT services that provides premium programming from multiple channels & some digital pure play channels like Newsy, Cheddar, etc.  These services can be either subscription + advertising supported, or advertising supported only.
• PPDs (Pure Play Digitals)
  • Apps that have emerged in the OTT space, Newsy, Cheddar, The Roku Channel, etc are apps that originated in the digital space and have no tie to traditional TV. 

Formats

• Live: The video content is live TV, with no specified duration.
• Long Form: The video content is equal to 8 mins or longer in duration.
• Short Form: The video content is shorter than 8 minutes in duration.

Open Exchange Inventory

There are several reasons that Pontiac recommends running CTV and OTV campaigns through Deals as opposed to the Open Exchange. In the publisher waterfall, PMPs will be higher priority, and may also provide access to inventory that may otherwise be inaccessible as many premium publishers for streaming content may choose to monetize exclusively through Deals. Deals also provide additional information as to the type of app, format of the content, the channels included, etc. Open Exchange inventory is also at a much higher risk for fraud, including CTV App or Inventory spoofing.

If you would like to run through the Open Exchange, we strongly recommend targeting an App List to qualify the inventory as ‘premium streaming TV content’. Without a specified App List, the Line can run through any apps on the device types selected and there is no guarantee that those apps are for premium streaming content. To qualify the inventory as OTT or CTV, you need to target a list of apps with OTT/CTV content (for example, targeting the Hulu App), OR select CTV and OTT Deals from the Inventory tab.

To create a custom App List, go to the ‘Inventory’ tab and enter the app domains you would like to target. For example, in the Custom App List box enter ‘com.slingtv.ctv.aetv.roku’ to target the A&E Network on Roku devices. You must then add the App List to the Line and include ‘Roku’ in the targeted Operating Systems.

1. Request Access to Deals and Create or Select a Deal List:
   • The first step in setting up a successful CTV campaign is to select the PMPs or ‘Deals’ that the Line will target. Read more on Deal Inventory here: Open Exchange vs. Deal Inventory
   • For CTV Campaign and Lines, select Deals with the Inventory Type ‘CTV’ or ‘OTT/CTV’. As a best practice we recommend selecting and targeting every Deal that fits your campaign’s needs. There is no limit to the number of Deals that can be associated to the Campaign and Line and due to the premium nature of this inventory the auctions can be very competitive. Selecting many Deals will increase the ability of the Campaign and Line to scale. Additionally, for content that most closely mimics a linear TV experience, we recommend focusing on Deals with the formats ‘Live’ and ‘Long Form’ as this will display your ad either during live shows or full episodes. You can also select from pre-set ‘CTV’, ‘Long Form CTV’ and ‘CTV – Full Episode’ Deals lists or create your own custom Deal List that can easily be added to multiple Campaigns and Lines. In the ‘Inventory’ tab, request access to the Deals you would like to use. Deal access will be approved in 1-2 business days and from there the Deals can be associated with a Campaign or Line Item for targeting.
2. Upload Creative:
   • If you do not yet have an Advertiser created for this Campaign, first create the Advertiser. Then open the Advertiser and upload one or more Creatives that meet the OTT/CTV Specs, see here: Pontiac CTV & OTT Specs
   • The Creative will need to pass the Creative Audit which may take up to 24 hours.
3. Set-up a Campaign and/or Line Item:
   • Under the Advertiser, create a Line Item following these recommendations:
   • Inventory Type: CTV
   • Platform KPIs: Reach or VCR
   • Frequency Caps: Because device IDs and user IDs are not always available, frequency-capped CTV video campaigns can be more challenging to scale than desktop and mobile campaigns. For this reason, we recommend setting caps to 0.
   • Bid Strategy: The PMPs are real-time bidding environments with a specified price floor as defined by the publisher. This is the minimum CPM bid required to enter the auction. These auctions can be very competitive and typically, PMPs will clear somewhere between 40-80% higher than the Deal Price Floor. Closing CPMs are on average in the $30-60 range, with the most premium inventory running between $60-100 CPMs. Closing CPMs will vary greatly according to the caliber of publishers and inventory selected, where the PMP falls in the publisher waterfall, the level of competition, the format (Live, Short Form etc), the time of year and more. In general, we recommend using the price floors for guidance and adding an additional 40-50% to start the bidding. If you are not achieving the desired scale, continue to increase bids.
   • Allow for Cookieless Users: Enable this feature, Cookies are not typically available across CTV devices, and requiring them may prevent lines from serving.
   • Foot Traffic Attribution: This is available for CTV at a $4 CPM, add this additional cost to your bid CPM.
   • Exchanges: Remove ALL Exchanges.
   • Deals: Select the CTV Deals that you would like to purchase inventory through, or in the ‘Deal List’ tab, add Pontiac Curated Deal Lists or your own Custom Deal List to associated all Deals within that list.
   • Geo Targeting: Zip Code, DMA, State, or Country
   • Device Types: Leave the Device Types set to ‘TVs’, ‘Game Consoles’ and ‘Set Top Boxes’.
   • Operating Systems: Leave all operating systems selected
   • Video Playback: Select from ‘PreRoll’, ‘MidRoll’, and ‘PostRoll’, recommended to include all three. Do NOT select ‘Outstream’.
   • Video Size: Do not select a size.
   • Viewability Threshold: NOT AVAILABLE
   • Ads.txt: NOT AVAILABLE
   • Creative: Associate a Creative that meets the OTT/CTV Specs.
   • Audience Targeting: It is only recommended to use audiences from the providers TruAudience (Tru Optik), Lotame and Comscore. These can be found by filtering by ‘Provider’ in the Audience tab. Associate the selected audience to the Advertiser, then to the Line Item under ‘Associate Segments’. Keep in mind that these audiences are intended for CTV, but they may still limit scale.
   • Conversion Pixels: The standard ‘Conversion Pixel’ cannot be used. To track online conversions driven by a CTV Line, you can use an IP Conversion pixel. Read more here: IP Conversion Pixels

1. Create an App List (Optional)
   • If you would like to run through the Open Exchange, it is highly recommended that you target an app list to specify the apps/channels where you would like the Line to run. For CTV, if you do not supply an app list, the Line will run may be able to run on TV apps that are not strictly for streaming TV content. For example, TV Weather apps.
   • To create a custom CTV app list, go to the ‘Inventory’ tab and enter the app domains you would like to target. For example, in the Custom App List box enter ‘com.slingtv.ctv.aetv.roku’ to target the Roku A&E app. You must then add the App List to the Line.
2. Upload Creative
   • If you do not yet have an Advertiser created for this campaign, first create the Advertiser. Then open the Advertiser and upload one or more Creatives that meet the OTT/CTV Specs, see here: Pontiac CTV & OTT Specs
   • The Creative will need to pass the Creative Audit which may take up to 24 hours.
3. Set-up a Campaign and/or Line Item
   • Under the Advertiser, create a Line Item following these recommendations:
   • Inventory Type: CTV
   • Platform KPIs: Reach or VCR
   • Frequency Caps: Because device IDs and user IDs are not always available, frequency-capped CTV video campaigns can be more challenging to scale than desktop and mobile campaigns. For this reason, we recommend setting caps to 0.
   • Bid Strategy: Closing CPMs are typically in the $20-40 range. However, this will vary greatly according to the caliber of the publishers and inventory being targeted. We recommend starting with bids in this range, and if you are not achieving the desired scale, continue to increase bids.
   • Allow for Cookieless Users: Enable this feature, Cookies are not typically available across CTV devices, and requiring them may prevent lines from serving.
   • Foot Traffic Attribution: This is available for CTV at a $4 CPM, add this additional cost to your bid CPM.
   • Exchanges: Include the Exchanges through which you would like to purchase inventory. Under the ‘CTV/OTT’ Exchange category you will find the predominately CTV based Exchanges. It is recommended to select exchanges from this section.
   • Geo Targeting: Zip Code, DMA, State, or Country
   • App List: If you created an app list to target, associate this list to the Line as an ‘Allow’ list.
   • Device Types: Leave the Device Types set to ‘TVs’, ‘Game Consoles’ and ‘Set Top Boxes’.
   • Operating Systems: Leave all operating systems selected
   • Video Playback: Select from ‘PreRoll’, ‘MidRoll’, and ‘PostRoll’, recommended to include all three. Do NOT select ‘Outstream’.
   • Video Size: Do not select a size.
   • Viewability Threshold: NOT AVAILABLE
   • Ads.txt: NOT AVAILABLE
   • Creative: Associate a Creative that meets the OTT/CTV Specs.
   • Audience Targeting: It is only recommended to use audiences from the providers TruAudience (Tru Optik), Lotame and Comscore. Associate the selected audience to the Advertiser, then to the Line Item under ‘Associate Segments’. Keep in mind that these audiences are intended for CTV, but they may still limit scale.
   • Conversion Pixels: The standard ‘Conversion Pixel’ cannot be used. To track online conversions driven by a CTV Line, you can use an IP Conversion pixel. Read more here: IP Conversion Pixels

In the Pontiac Platform, you have full control over bidding for all your campaigns. When setting up a Line Item, you can define a Basic Bid, Bid at Floor Price, and Advanced Bid Controls for your media. Closing bids reflect the total cost, including any applicable Audience fees or Foot Traffic fees. 

• Basic Bid: The initial bid submitted in an auction. If the final clearing price is lower than the base bid, the system will adjust and bid one cent above the next highest bid to secure the impression efficiently.
• Bid at Floor Price: The maximum bid price and CPM floor allowed for an auction.
• Advanced Bid Controls: A feature that allows setting a maximum bid price, giving more control over bid adjustments and spending limits.
  • Associate Deals to the Line in the Targeting section of the Line to set a custom bid for each selected Deal. When new Deals are added to the Line if a custom bid is not set, the bid price will default to the value set in the Default Bid Price field on the Line. 

The typical prices for CTV placements range from $28-40, with premium inventory available at prices over $40. If you are targeting a CTV deal you will be given the CPM floor. We recommend setting your maximum bid at least $3-$5 above the minimum. CTV placements on the Open Exchange may sell at a lower CPM, but we recommend using PMP’s as they guarantee fraud-free inventory. 

Overview

The Pontiac Intelligence DSP offers a wide variety of granular targeting tools that enable Advertisers to better reach their target Audience and subsequently maximize their ad spend. Given how different types of inventories, data, and media interact, there are some complexities as to how targeting parameters and features can be combined and layered on a Campaign and/or Line Item (Inventory, Geo, Audience Targeting). The following Strategies Guide provides insight into creating intelligent and functional targeting on your Line Items according to your media type and KPIs.

Strategy by Media Type

*For OTT/CTV, it is only recommended to use audiences from the providers TruAudience (Tru Optik), Lotame and Comscore.

Create New Users

Adding a New User at the Seat Level:

1. Navigate to Admin and then to the Seat Settings tab.
2. Click ‘Create New User’ to add a new user.
3. Input the user’s Name and Email.
4. Check the Read-Only box to give the user view-only access, or leave it unchecked to grant full access.

Edit Seat Users:

1. Navigate to Admin and then to the Seat Settings tab.
2. Click the ‘Edit’ button on the far right to edit the user’s role.
3. Choose the appropriate role:
   • Seat-admin
   • User
   • Read-only.
   • Note that if user roles are changed, the user will have to log out and log back in before the new role changes take effect.

Special Cases:

• If a user is deleted, a new user cannot be added with the same email address as the deleted user.
• If you need to change a username or re-enable a previously deleted user, please create a ticket in our Help Center, and our engineering team will assist with the request.

Addendums

Accept Live Ramp and TransUnion Addendums here.

Preferences

Choose your Seat’s Timezone. Download all timezones here:

The Advertiser level in the Pontiac platform represents an individual brand, product or client. This Advertiser will house all of the Campaigns and Line Items for this brand or product and the associated Creatives, Pixels and Audiences.

1. Select ‘New Advertiser’.
2. Name: Give the Advertiser a name.
3. Active: The ‘Active’ box will be selected by default, setting the Advertiser as live. Unselect this box if you want to create the Advertiser with an Inactive status.
4. Advertiser Margin: Enter the desired Advertiser Margin (or fee) percentage at the Advertiser level. This is typically a percentage of the total ad spend to cover costs and profit.
5. Advertiser URL: Add the URL of the Advertiser’s website. The Google Privacy Sandbox will track visits to this URL if the pixel is implemented on the site.
6. Code: This is optional and used for reporting purposes only.
7. Political Content: Choose ‘No’ or ‘Yes’ depending on whether the Advertiser is running ads related to any elections, ballot initiatives, or political candidates in the United States.

Once you have created an Advertiser, you can click on it’s name to open the Advertiser menu. This is where you will be able to upload Creatives, create Pixels, and create Campaigns and Line Items.

See the following links to learn more about these topics: Creatives, Pixels, Campaigns, and Line Items.

By default, the Advertiser tab displays a list of all active Advertisers, ordered by Advertiser ID. Users can customize their view using the Filter status option to display All, Active, or Inactive Advertisers. The Show filter adjusts the number of rows displayed per page, while the Showing filter allows navigation between pages. The Reporting Interval is set to Yesterday by default and affects the metrics shown in the table. Users can select different time ranges, including Today, Yesterday, 7 Days, 30 Days, or Lifetime. To change the sorting order of the Advertiser list, users can click on any column heading. Clicking once sorts in ascending order, while clicking twice sorts in descending order. This functionality applies to all column headers. For example, to sort Advertisers by number of Lines in descending order, users should click the Lines column heading twice.

Under the ‘Advertiser’ tab you will see a list of all of the ‘Active’ Advertisers in your seat with their associated quick metrics. To see ‘Inactive’ Advertisers filter status to ‘All’ or ‘Inactive’. These metrics are updated hourly, with a 3 hour delay, except for the IP Convs, which are updated once a day for the previous day.

Choose your ‘Reporting Interval’ and evaluate the following metrics at a glance:

• Lines: The number of Lines associated to the Advertiser.
• Campaigns: The number of Campaigns associated to the Advertiser.
• Imps: The number of impressions served under this Advertiser during the selected Reporting Interval.
• Total Cost: The total dollar amount this Advertiser has spent across all Campaigns and Lines during the selected Reporting Interval.
• Revenue: The total dollar amount this Advertiser has generated across all Campaigns and Lines during the selected Reporting Interval.
• IP Convs: The number of conversions registered by the IP Conversion Pixel across all Campaigns and Lines during the selected Reporting Interval. Note that IP Conversion data is not available for the ‘Today’ interval. This metric is updated once a day for the previous day.

When you click on the desired Advertiser name, you can filter the Reporting Interval to adjust the top tiles section by report date, Impressions, Total Cost, Revenue, and Total Cost CPM. Additionally, you will have the ability to view and edit Advertiser Details, view and create new Campaigns, view and upload Creatives, and view and create Pixels. These actions enable comprehensive management and reporting of the Advertiser’s activities.

Overview

Switching to the Advertiser Performance tab, you can filter the Reporting Interval to adjust the top tiles section. Note that all intervals with the exception of yesterday, include metrics from today. Today’s metrics update hourly and have a 3 hour delay. The metrics include:

• Report Date: Shows the selected report date or date range.
• Impressions: The total number of impressions Advertiser served within the selected reporting interval.
• Total Cost: The total Advertiser spend, including media costs and any applicable margins or fees.
• Revenue: The total Advertiser revenue.
• Total Cost CPM: The total cost per thousand impressions for the Advertiser, calculated as (Total Cost / Impressions) x 1,000.

This tab provides dropdown insights into Bid Data, Campaign Performance, Advertiser Daily Performance, and Video Events. See the sections below for more details on each.

Bid Data

In the Bid Data dropdown section, the Time Frame can be adjusted to display bid data for 15 minutes, 1 hour, 12 hours, or 1 day. This section includes four charts that provide insights into the number of eligible bid requests, bids placed, impressions served, and confirmed spend for the Advertiser. Hover over each bar to view the time of day, time elapsed, and the metric value for more detailed insights.

Campaign Performance

The Campaign Performance dropdown holds Campaign level metrics for the selected Advertiser.

Below are the metrics available in this section:

• Campaign ID
• Campaign Name
• Imps: The total number of impressions the Campaign served within the selected reporting interval.
• Media Cost: The total dollar amount spent on the Campaign media before additional fees or margins are applied.
• Total Cost: The total Campaign spend, including media costs and any applicable margins or fees.
• Total Cost CPM: The total cost per thousand impressions, calculated as (Total Cost / Impressions) x 1,000.
• IP Conversions: The number of conversions attributed to users by Campaign who were served an ad and later converted based on IP tracking.
• Note that the bottom row shows the Advertiser Totals for Imps, Media Cost, Total Cost, Avg Cost CPM, and IP Conversions.

Advertiser Daily Performance

The Advertiser Daily Performance dropdown section includes a chart and table. The Chart can be filtered to show Only Days with Data or All Days. The Chart compares two selected Metrics against each other. Use the dropdowns in the upper right corner to customize view and discover daily metrics about your Advertiser’s performance.

Select from these metrics:

• Imps: The total number of impressions the Advertiser served within the selected reporting interval.
• Media Cost: The total dollar amount spent on the Advertiser media before additional fees or margins are applied.
• Total Cost: The total Advertiser spend, including media costs and any applicable margins or fees.
• Total Cost CPM: The total cost per thousand impressions, calculated as (Total Cost / Impressions) x 1,000.
• IP Conversions: The number of conversions attributed to users by Advertiser who were served an ad and later converted based on IP tracking.
• Chrome Convs: The number of conversions recorded specifically from Chrome users.
• Clicks: The total number of times users clicked on an ad.
• CTR: The percentage of impressions that resulted in clicks, calculated as (Clicks / Impressions) × 100.
• CPC: The average cost per click, calculated as (Total Cost / Clicks).
• Transparency Score: A score indicating the level of transparency in reporting and data availability.
• Foot Traffic ‘Attributed Visitors’: The number of users who visited a physical location after viewing an ad from the Advertiser.
• Revenue: The total revenue generated from the Advertiser.
• Media Cost CPM: The media cost per thousand impressions for the Advertiser, calculated as (Media Cost / Impressions) × 1,000.
• Data Cost: The cost associated with audience data usage for targeting.
• Foot Traffic Cost: The cost incurred for tracking and attributing foot traffic conversions.
• Credit Card Fee: Any additional fees applied for processing payments via credit card.
• Hosting Fee: The fees associated with hosting Advertiser assets, such as creative files.
• ART Fee: A charge related to the ART usage.
• Contextual Fee: The cost associated with using Contextual AI services.
• Chalice Fee: A fee related to the Chalice service.

To download a CSV file in the Advertiser Daily Performance table, navigate to the Advertiser Daily Performance dropdown and locate the search bar in the Table section. On the right-hand side of the search bar, click the download button to export the Advertiser’s daily performance data as a CSV file. All metrics listed above are available for export. To customize the metrics included in the CSV file, click the three lines in the top right corner of the table and select or deselect the Advertiser metrics that matter most to you.

Video Events

The Video Events dropdown section provides a table with detailed video performance metrics for the Advertiser, which can be downloaded as a CSV file.

Below is a list of all metrics:

• Date: The reporting date for the video event metrics.
• Imps: The number of times the video ad was served.
• Spend Per Complete: The cost incurred for each fully completed video view
• Starts: The number of times the video ad started.
• 25% Complete: The number of video ads that were watched at least 25% of the way through.
• 50% Complete: The number of video ads that were watched at least halfway through.
• 75% Complete: The number of video ads that were watched at least 75% of the way through.
• 100% Complete: The number of video ads that were watched entirely.
• Completion Rate: The percentage of video ads that were fully completed, calculated as (100% Complete ÷ Starts) × 100.

All metrics listed above are available for export. To customize the metrics included in the CSV file, click the three lines in the top right corner of the table and select or deselect the Advertiser metrics that matter most to you.

1. Select the Advertiser’s name that you would like to edit.
2. Next to Advertiser Details, click the ‘Edit’ button.
3. Make edits to the following:
   • Name
   • Active Status
   • Advertiser Margin
   • Advertiser URL
   • Code
   • Political Content
4. Click the ‘Save’ button to apply the edits.

In the ‘Inventory’ Tab, create custom Site, App, and Deal Lists that can then be associated to Campaigns and Lines in their respective ‘Targeting’ Sections.

If no Site List is attached to your Campaign, domain targeting will be open by default.

Create Custom Site Lists:

1. Navigate to the ‘Inventory’ tab.
2. Select ‘New Site List’.
3. Name the New Site List.
4. Paste each website on a new line.
   • Note that the URL should include top-level domain, second-level domain, and subdomains if applicable. URLs should not include the scheme or subdirectories.
5. Once a list is saved, it will automatically appear under the ‘Site Lists’ section in the ‘Targeting’ menu of the Campaign.

Create Custom App Lists:

1. Navigate to the ‘Inventory’ tab.
2. Select ‘New App List’.
3. Name the New App List.
4. Paste each App on a new line in the following format:
   • Line Format: App Name, OS ID
   • Line Example: com.king.candycrushsaga, 2
5. Once a list is saved, it will automatically appear under the ‘App Lists’ section in the ‘Targeting’ menu of the Campaign.

Create Custom Deal Lists:

1. Navigate to the ‘Inventory’ tab.
2. Select ‘New Deal List’.
3. Name the New Deal List.
4. Add names of deals from left box to the right box using the green plus symbol.
   • Remove deals from the list by using the red minus symbol.
5. Once a list is saved, it will automatically appear under the ‘Deal Lists’ section in the ‘Targeting’ menu of the Campaign.

The Deals dropdown section shows the Deals available on Pontiac. Download the CVS file for convenience and to see what deals would be the best fit for your Campaign’s goals. Columns include the following:

• Deal ID
• Name
• Deal Provider
• Brand
• Content Type
• Media Type
• Exchanges
• Floor Price: The minimum CPM required to bid on the Deal. Max bid should be significantly higher in order to compete in the auction.
• Recommended Bid
• Livestream
• Duration
• Sizes
• Auction Type
• Device Types
• Countries
• Permitted Sensitive Categories
• Publisher Approval Required
• Notes
• Start Date
• End Date
• Last Served Date
• Action

All deals will be approved within 24 hours after being requested. Once approved, these can be targeted by individually targeting them or by creating a Deal List and adding them to the Campaign targeting section. Remove all exchanges from the targeting and associate the selected Deals using the green plus sign next to the name of the Deal. The Price Floor provides guidance for bidding, but it’s recommended to add at least $5-10 to the price floor for your Max Bid. Since this is still an RTB environment, competitive bids are necessary to achieve scale with premium inventory.

The Negotiated Deals dropdown section shows all of your Negotiated Deals that are connected to Pontiac. The Deals dropdown section shows the Deals available on Pontiac. Download the CVS file for convenience and to see what deals would be the best fit for your Campaign’s goals. Columns include the following:

• Action
• Deal ID
• Name
• Deal Provider
• Brand
• Content Type
• Media Type
• Exchanges
• Floor Price: The minimum CPM required to bid on the Deal. Max bid should be significantly higher in order to compete in the auction.
• Recommended Bid
• Livestream
• Duration
• Sizes
• Auction Type
• Device Types
• Countries
• Permitted Sensitive Categories
• Publisher Approval Required
• Notes
• Start Date
• End Date
• Last Served Date

These Deals can be targeted by individually targeting them or by creating a Deal List and adding them to the Campaign targeting section. Remove all exchanges from the targeting and associate the selected Deals using the green plus sign next to the name of the Deal. The Price Floor provides guidance for bidding, but it’s recommended to add at least $5-10 to the price floor for your Max Bid. Since this is still an RTB environment, competitive bids are necessary to achieve scale with premium inventory.

In the ‘Audiences’ tab, create new audience segments using Custom Audiences, Contextual AI, or ART Audiences to associate with Campaigns or Lines through the Targeting section. Additionally, associate Third-Party and Onboarded Audiences with the Advertisers of your choosing for targeting.

To create a Custom Audience, go to the ‘Audiences’ tab and select ‘New Custom Audience’. Give the Audience a name and select the type of Audience from the dropdown. Here is a list of Types available and the proper line formatting:

• IP Ranges
  • Line Format: [IP] or [Start IP],[End IP]
  • Line Example: 63.148.81.24 or 234.123.0.13,234.123.10.15
• Zips
  • Line Format: [Zip Code],[Country Code]
  • Line Example: 03102,US
  • Note that if the country code is omitted the US is used by default.
• IFA
  • Line Format: [Device IFA]
  • Line Example: 735612e1-d4b9-40ec-83da-9ea0d3c5ceb3
• Hashed IPs
  • Line Format: [IP Hash]
  • Line Example: 225f334d5db5e4c824d49cd7b03fc73ae21d1c715573a7c1a86abb7a11a80364
• Full URL
  • Line format: [Full URL]
  • Example: www.viki.com/videos/1153464v
  • Note that the URL should not include the scheme.

Enter the Audience data according to the indicated format. These Audiences will automatically be available to associate to any Campaign.

Important things to note:

• Each seat can have a maximum of 50 updatable custom audiences at a time.
• These audiences can also only be updated 50 times per day.
• Custom Audiences expire after 180 days. If a segment appears in gray and cannot be associated, it is either expired or cannot be used for the selected creative or inventory type.

To learn how to associate Custom Audience Segments to a Campaign, continue to the following documentation: Campaign Audiences

Contextual AI is an AI-based, custom targeting solution that performs deep content analysis to find the best contextual placements for your ads. The Contextual AI will use the URLs or Text entered in the Audience Input section to build a lookalike model and return a list of the most contextually relevant URLs for targeting.

To create a Custom Contextual Audience, go to the ‘Audiences’ tab and select ‘New Contextual Audience’. Give the Audience a name and select one of the Input Types:

• URLs: Enter source sites below that represent your brand’s target content, this should be the Full URL including the scheme, subdomains, and all subdirectories. Sites should be text rich and not behind a paywall. Enter each URL on a new line.
• Text: Enter a descriptive paragraph of text about the topic of interest to build a list of contextually relevant URLs for targeting. Text should have a minimum of 50 words and maximum of 500.

Open the ‘Contextual Audience‘ dropdown to browse over 300 AI segments curated by Pontiac categorized by IAB standards.

• Note, these IAB Category segments cannot be edited and they are already available for use across all of your Advertisers at a $0.25 CPM.
• To set bids, we recommend adding the average cost of all associated segments to your desired bids for the media.

To learn how to associate Contextual AI Audience Segments to a Campaign, continue to the following documentation: Campaign Audiences

The first step to create a Custom ART Audience is to build out an ART report in the ‘ART’ section of the platform under ‘Audience Research’ or ‘Audience Discovery’. Create a lookalike model from an existing audience or build a new audience according to desired demographics or interests. Once the ART Report is created and pushed, it will appear in the Custom Audiences dropdown.

Build an ART Report:

To create an ART audience, first generate an ART report in the ‘ART’ section under Audience Research or Audience Discovery.

1. Audience Research Audiences:
   • Select an existing audience to source key demo & interest data to build custom lookalike models. The existing audience data can be pulled from a Pontiac IP Conversion Pixel placed on the Advertiser’s website, or select key geos to build a lookalike model from the demographics & interests of the selected area.
2. Audience Discovery Audiences:
   • Select key demo & interest categories to define, locate & build your brand’s ideal target audience. Create the ‘ideal’ user profile for your brand, then locate key target markets to reach this demographic.

Note that on the ART Report, the field ‘Auto Refresh’ will determine the cadence at which the report data will refresh. Interest & Inventory data are updated every 30 days and new data may change report results. If a report is set to auto refresh and the matched zip codes in the results of the report are updated, this will automatically update any published audiences associated to the report.

Publish the ART Audience

Once you’ve created an Audience Research or Audience Discovery report, you can publish it as a Custom Audience for cookieless targeting across Pontiac Campaigns.

1. Open the ART report and select the ‘Publish Audience’ button.
2. Select the threshold for matched zip codes, choosing from:
   • All results
   • Top 10%
   • Top 20%
   • Top 50%
3. Give the Audience a name.
4. Click the ‘Save’ button.

To view Pontiac ART Public Audiences, expand the Public Audiences tab.

Select these audiences in the ‘Associate Segments’ section of a Campaign or Line Item, under ‘ART Audiences’ and navigate to ‘Public Audiences’.

To learn more, see the following documentation: ART Documentation and Campaign Audiences

Third Party Audiences

Third-Party Audiences allow highly specific targeting (or anti-targeting) contextually, by demographics, by behavioral characteristics and more. In the ‘Audiences’ tab under ‘Third Party’ you can search through the thousands of segments available by category, type, and provider.

Most Third-Party Audiences have an additional cost CPM to target the data. The CPM for each Third-Party Audience can be seen in the right-most column of the list of Third-Party segments. When you associate Audiences to a Campaign or Line Item, add the cost of the most expensive segment to the Bid Data. The Data Costs for associated segments will be included in the all-in media spend for each Campaign or Line Item.

For more information, refer to the following documentation: Third Party Audiences

On Boarded Audiences

The ‘Onboarded’ section of the ‘Audiences’ tab is a space to house external data that has been pushed to the platform, allowing you to associate these segments with your campaigns. These segments can be integrated using your CRM data through LiveRamp or leverage the Pontiac Team’s partnerships with Bombora and OnSpot to access intent-based and location-based data.

If you would like to leverage your own relationship with a data provider, reach out through the Help Center for more information on how segments can be onboarded from your partners.

To learn more about On Boarded Audiences, look to the following documentation: Onboarded Audiences

Third-Party Audiences allow highly specific targeting (or anti-targeting) contextually, by demographics, by behavioral characteristics and more. In the ‘Audiences’ tab under ‘Third Party’ you can search through the thousands of segments available by category, type, and provider.

Most Third-Party Audiences have an additional cost CPM to target the data. The CPM for each Third-Party Audience can be seen in the right-most column of the list of Third-Party segments. When you associate Audiences to a Campaign or Line Item, add the cost of the most expensive segment to the Bid Data. The Data Costs for associated segments will be included in the all-in media spend for each Campaign or Line Item.

For more information, refer to the following documentation: Third Party Audiences

The ‘Onboarded’ section of the ‘Audiences’ tab is a space to house external data that has been pushed to the platform, allowing you to associate these segments with your campaigns. These segments can be integrated using your CRM data through LiveRamp or leverage the Pontiac Team’s partnerships with Bombora and OnSpot to access intent-based and location-based data.

If you would like to leverage your own relationship with a data provider, reach out through the Help Center for more information on how segments can be onboarded from your partners.

To learn more about On Boarded Audiences, look to the following documentation: Onboarded Audiences

On the Seat Level, navigate to the ‘Templates’ Tab to see all Campaign and Line Templates. Templates are extremely useful to ensure you can quickly launch Campaigns and Lines with consistent settings, saving time and maintaining best practices.

To edit a Campaign Template, navigate to the ‘Templates’ tab and expand the Campaign Templates dropdown section. Click on the name of the Campaign Template you wish to edit, and then click the ‘Edit’ button located in the top right corner. This will allow you to make the below changes to the selected Campaign Template.

Setup Dropdown

In the Setup section, edit the following fields:

• Name: Enter a unique name for your new Campaign Template to identify it easily.
• Code: Optional and for reporting purposes.
• Budget Type: Spend or Impressions
• Active Status: The ‘Active’ box is automatically checked, but uncheck it if you want to create an Inactive Campaign.
• Manage Budgets: This box is automatically checked. When selected, all Lines under this Campaign will be modified to match the Start Date, End Date, and Budget Type of the Campaign. Budgets must be allocated below by percentage. Uncheck if you do not want to modify the Lines’ budgets.
• Auto Pace: Select this option if you want the system to automatically pace your Campaign.
• Manage Creatives: Select this option to associate creatives with the Campaign.
• Manage Dayparts: This option allows you to manage pacing and dayparts at the Campaign Level.
• Programmatic Guaranteed: Enabling this will erase any targeting or settings previously configured. Targeting for Programmatic Guaranteed Campaigns must be configured by the publisher on the deal. The budget and flight date fields on the Campaign and associated Line Items are for monitoring and pacing purposes only; the publisher controls flight and delivery.
• Enable Flights: This option allows you to add flight dates for the Campaign. You can input a start date, end date, budget, and define whether rollover budgets will be used. If rollover is selected, you can define the rollover type: either ‘even’ or ‘next flight’.
• Pacing Timezone: Select the desired seat time zone for pacing purposes.
• Template Description: A brief explanation that helps you and other users understand the purpose of the Template.
• Icon: An image that makes the template easily identifiable, helping users quickly recognize it.

Targeting Dropdown

To edit the Targeting section of a Campaign, follow these steps:

1. Navigate to the Targeting section within the Campaign Template.
2. Click ‘Edit Targeting’ to modify targeting settings.
3. Make the necessary changes to the targeting settings. Refer to the documentation page to review available targeting options: Campaign Targeting
4. Click ‘Save’ in the bottom right corner of the popup window to apply all changes. To discard changes and revert to the previous settings, click ‘Cancel’.
5. If you have finished editing the Template, close the window and click the ‘Submit’ button in the top right corner of the page to save and apply all changes. If you do not want to apply the edits, press ‘Cancel’ to discard changes and revert the Campaign Template to its previous settings. To continue making edits, proceed to the other sections.

Lines Dropdown

In the Lines section of the Campaign Template, decide which Lines should be included by checking or unchecking the corresponding Line boxes. This allows you to customize which Lines are part of the Campaign Template based on your specific needs.

Pacing & Dayparts Dropdown

If ‘Mange Dayparts’ is enabled on the Campaign Template Setup section and you want to edit the Pacing & Dayparts section of the Campaign Template, follow these steps:

1. Navigate to the Pacing & Dayparts section within the Campaign Template.
2. Make the necessary changes to the Pacing & Dayparts settings. Refer to the documentation page to review available Pacing & Dayparts options: Campaign Pacing & Dayparts
3. If you have finished editing the Template, click the ‘Submit’ button in the top right corner of the page to save and apply all changes. If you do not want to apply the edits, press ‘Cancel’ to discard changes and revert the Campaign to its previous settings. To continue making edits, proceed to other sections.

Frequency & Recency

If the ‘Enable Campaign Frequency’ feature is checked in the Campaign Template Setup section and you want to edit the Frequency & Recency section of the Campaign Template, follow these steps:

1. Navigate to the Frequency & Recency section within the Campaign Template.
2. Make the necessary changes to the Frequency & Recency settings. Refer to the documentation page to review available Frequency & Recency options: Campaign Frequency & Recency
3. If you have finished editing the Template, close the window and click the ‘Submit’ button in the top right corner of the page to save and apply all changes. If you do not want to apply the edits, press ‘Cancel’ to discard changes and revert the Campaign to its previous settings. To continue making edits, proceed to other sections.

To Clone a Campaign Template, follow these steps:

1. Navigate to the Campaign Template that you want to Clone.
2. Click the ‘Clone’ button located at the top right corner of the page.
3. Enter a New Name for the cloned Campaign Template.
4. Adjust the Campaign Template settings as needed to match specific needs. See the Edit a Campaign Template documentation for guidance.
5. Click ‘Submit’ to finalize and create the cloned Campaign Template.

Coming soon

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Overview

With the IP based pixel, a client can place this on their website and attribute online actions (browsing a page, loading the shopping cart, purchases) to CTV or Streaming Audio campaigns run through the Pontiac platform. Typically, pixels are based on third party cookies which work on browsers, and these do not allow for attribution for CTV and Streaming Audio campaigns. Pontiac IP Conversion Pixels are a proprietary and privacy safe attribution solution for CTV & Streaming Audio that utilizes the user’s IP Address to track website traffic and online purchases driven by your campaigns.

For more detail, see the following page: IP Conversion Pixels

To create an IP Conversion Pixel, follow these steps:

1. Create or Open an Advertiser: Enter the Pontiac platform and either create a new Advertiser or open an existing one.
2. Create a New Pixel: Inside the Advertiser, click on the ‘New Pixel’ button and enter a name for the IP Conversion Pixel.
3. Share Pixel with Origin Advertiser (Optional): If needed, select an Origin Advertiser you want to share the pixel with.
4. Create a CTV or Origin Audience (Optional): Check the corresponding boxes if creating a CTV or Origin Audience from the Pixel is desired.
   • Set Days to Live: Set the number of days to live.
5. Click Save: Save the changes.
6. Wait for Pixel to Generate: Wait for 30-60 seconds for the pixel to generate.
7. View the Pixel Code: After the pixel is created, click on the pixel name to view the generated code.
8. Place the Pixel on Your Website: Place the pixel code on your website. To track conversions from users who see your CTV ad and later visit your website, you can place the pixel in the header to fire on all pages or place it on a specific page you want to measure.
9. Associate the Pixel with Campaign and Line Item: After placing the pixel, associate it with the appropriate Campaign and Line Item where you want to track conversions.

By following these steps, you can effectively track conversions and measure the success of your Campaigns.

To edit an existing IP Conversion Pixel, follow these steps:

1. Access the Pixel: In the Advertiser, click on the existing IP Conversion Pixel. This will open the pixel settings.
2. Include Query String Macros: Once the pixel has been generated, you can track additional parameters by selecting the corresponding boxes for:
   • Order ID
   • Order Amount
   • Client IP
   • Consumer ID
   • Chrome Conversions (Note: Chrome conversions are only available for campaigns running on the CTV platform.)
3. Work with Your Web Developer: After selecting the desired tracking values, work with your web developer to dynamically replace the placeholders in the pixel code with the intended values. This ensures that the pixel collects the appropriate data from your website.

By following these steps, you can customize the pixel to capture the necessary information and optimize your campaign tracking. For more information on the metrics available for the IP Conversion Pixel, see here: IP Conversion Pixel Metrics

To upload a Creative, go to the Advertisers tab and click on the name of the Advertiser under which you would like to upload the Creative. Select ‘New Creative’ and select the type of Creative that you will be uploading. A preview of the Creative should appear in the green ‘Preview’ box. Ensure that the Creative does not extend outside this preview box. Complete all relevant fields, then click ‘Save’. Each Creative Type has a max file size as indicated in the Creative Specs. Creatives that exceed the max file size will incur Creative Overage Fees as indicated in our Pricing here: Pricing

Please note that Creatives can only be edited at the Advertiser Level. Please navigate to the Advertiser Level to modify your creatives.

On the New Creative tab, follow these steps to set up your creative:

1. Click ‘New Creative’ button.
2. Name the Creative.
3. Choose whether or not to set the Creative to Active or Inactive by checking or unchecking the box.
   • Automatically set to Active.
4. Select the Creative Type:
   • Ad Server Tag Video (VAST)
   • First-Party Video
   • Ad Server Tag Audio
5. Set the Duration: Choose from 5, 10, 15, 30, 45, 60, 75, or 90 seconds.
6. Assign Weight: Set a value between 1 and 10.
7. Input Creative Assets: Video, Audio, or Click URL.
8. Select Creative Sizes (for video creatives only).
   • Option to enable ‘Serve to all sizes with similar aspect ratio:’
   • Note that 1920×1080 and 1280×720 are the most common CTV creative sizes. Please adjust your ad server to include these sizes or manually add them to get the most reach.
9. Click ‘Save’.

Once a Creative is saved, click on the Creative name and navigate to the Trackers Tab. Here, click ‘Add New Tracker’ to add URLs you would like to track.

On the Specs Tab, see the Creative Size, Bit Rate, Mime, and Aspect ratio’s of the media files in the tag.

On the Flights tab, choose to have the Creative Always On or Active for a specific Flight.

To Edit Creatives you must go to the Advertiser Level. Navigate down to the Creatives dropdown and click on the Creative Name that you want tot edit. Note that making changes to the Creative and then selecting ‘Save’ will automatically send the updated Creative to be Re-audit.

Editable Fields on Creative Tab:

• Name
• Duration
• Weight
• Video URL
• Sizes
  • Automatically Detect Sizes
  • Manually Set Sizes
• Serve to all sizes with similar aspect ratio checkbox

Editable Fields on Trackers Tab:

• Add New Tracker

Editable Fields on Flights

• Creative Dates
  • Always On
  • Flights

Hosted Video

CTV

Open Exchange Audio

Spotify Audio File

Ad Server Tag

To use an ad server tag, reach out through the Help Center to request access. Ad server tag requests are approved on a case by case basis. Please allow 2 business days for this request to be processed. You must include AppNexus’ macro ${CLICK_URL} to ensure that clicks are properly tracked in Pontiac. For additional macros see here: Creative Macros

Overview

The Creative audit process takes one business day from the time you upload a Creative. Before uploading any Creatives read the Pontiac Intelligence Creative Acceptance Policy here: 

Pontiac Intelligence reserves the right to reject any Creative unit at its discretion, and subsequently suspend the account without advanced warning. If your account is suspended, you will be notified in writing and an investigation will take place within three business days. Pontiac Intelligence is unable to change the audit results of Xandr/AppNexus & RiskIQ. Audit results can only be changed by resolving the issue that caused a Creative to be rejected or flagged as sensitive.

Audit Status

Creative audit results will be displayed under ‘Audit Status’ next to the name of the Creative, in the ‘Creatives’ section of the Advertiser, Campaign or Line. Audit status will be indicated by a symbol; a yellow triangle for ‘audit pending’, a green check box for ‘passed audit’, a green triangle for ‘marked as sensitive’ and a red box for ‘rejected’. Hover over this symbol to view additional information about the audit status.

More Resources

For more information about Creative issues see the below links:

• Sensitive Categories
• Creative Flagged as Sensitive
• Rejected Creatives
• Creative Re-Audit

To create a new Campaign, follow these steps:

1. Go to the selected Advertiser where you want to create the new Campaign.
2. Navigate to the Campaigns dropdown section within the Advertiser’s dashboard.
3. Select the ‘New Campaign’ button to begin the creation process.
4. Give the Campaign a name: Enter a unique name for your new Campaign to identify it easily.
5. Code: Optional and for reporting purposes.
6. Active Status: The ‘Active’ box is automatically checked, but uncheck it if you want to create an Inactive Campaign.
7. Select Start and End Dates for your Campaign.
8. Choose between ‘Impressions’ or ‘Spend’ for your Budget Type.
9. Set Budget based on your selected Budget Type, enter the total budget for your Campaign.
10. Set a Daily Budget Cap: This is an optional field. If ‘Managed Dayparts’ is checked and the pacing time zone is set at the Campaign level, this time zone will be used to define the ‘day’ and apply the cap. If the pacing time zone is controlled by the Lines, the seat time zone will be used. When the daily budget cap is reached, all Lines under the Campaign will stop bidding, regardless of Line budget and pacing. It’s not recommended to enable catch-up pacing if the daily budget cap is set, as this may cause erratic behavior.
11. Manage Budgets: This box is automatically checked. When selected, all Lines under this Campaign will be modified to match the Start Date, End Date, and Budget Type of the Campaign. Budgets must be allocated below by percentage. Uncheck if you do not want to modify the Lines’ budgets.
12. Auto Pace: Select this option if you want the system to automatically pace your Campaign.
13. Manage Creatives: Select this option to associate creatives with the Campaign.
14. Manage Dayparts: This option allows you to manage pacing and dayparts at the Campaign level.
15. Manage Pixels: This allows you to associate pixels to the Campaign for tracking purposes.
16. Programmatic Guaranteed: Enabling this will erase any targeting or settings previously configured. Targeting for Programmatic Guaranteed Campaigns must be configured by the publisher on the deal. The budget and flight date fields on the Campaign and associated Line Items are for monitoring and pacing purposes only; the publisher controls flight and delivery.
17. Enable Flights: This option allows you to add flight dates for the Campaign. You can input a start date, end date, budget, and define whether rollover budgets will be used. If rollover is selected, you can define the rollover type: either ‘even’ or ‘next flight’.
18. Pacing Timezone: Select the desired seat time zone for pacing purposes.
19. Enable Campaign Frequency: This option sets a frequency cap for your Campaign, determining how often an ad is shown to the same individual user within a specified time frame. You can set the recency, which controls the minimum amount of time between ads shown to the same user.

Continue to the Targeting Section.

The Campaign Targeting section is designed to enables buyers to control what they buy through the following:

• Deals
• Exchanges
• Geo
• Zip
• OLV
• Livestream
• Site Lists
• App Lists
• Deal Lists
• Device Type
• Channel
• Network
• Publisher
• Genre
• Series
• Title
• Multi Field
• Privacy

See below for more details for each targeting section.

Deals

• Public Deals: Pontiac provides pre-negotiated CTV, OTT, OLV and Audio Deals through a wide variety of publishers in all content categories, available directly in the platform. Click the dropdown to see the full list of available public deals.
• Negotiated Deals: Click the dropdown to see your Seat’s Negotiated Deals. Reach out to the Pontiac Help Center if the deal you are looking for does not appear here.

For more information and best practices, see the following documentation: How to Setup CTV with Deals

Exchanges

Select the exchanges that you wish to buy media through. These are inventory sources that your ad will run through (also known as Supply Side Platforms). You can select as many or as few exchanges as you would like.

For more information and best practices, see the following documentation: How to Setup CTV with Exchanges

Geo

• Country
• Regions
• DMAs

Select Countries, Regions, and DMAs for where your Campaign will target. Below are the key points to setting up Geo targeting:

• Block List vs Allow List: Geo targeting allows advertisers to control where their ads appear using two different approaches: Allow Lists and Block Lists.
  • Allow List: An allow list is a list of specific geographic locations where ads are allowed to be shown. If an advertiser only wants their Campaign to run in a particular set of locations (e.g., Countries, Regions, or DMAs), they would use an allow list.
  • Block List: A block list is a list of geographic locations where ads are not allowed to be shown. If an advertiser wants to target a broad region but exclude specific areas, they would use a block list.
• Country Selection: At least one Country must be selected to begin targeting. Once a country is chosen, you can further refine your targeting by adding secondary geographic layers such as Regions, Designated Marketing Areas (DMAs), or Cities. Note that Regions refer to states, provinces, or municipalities.
• Targeting Funnel: Geo targeting works like a funnel, where the most granular targeting condition must ALWAYS be met for an impression to be served. For instance, if you select a zip code in Miami, along with the Miami DMA and United States as the country, your campaign will only serve in that specific zip code since it’s the most granular level of targeting.
• Layer Consistency: Each layer of Geo targeting must coincide with the previous layers. If there are conflicts, such as selecting the United States, a New York City DMA, and a Florida zip code, the Campaign will NOT be able to serve because the DMA and Zip Code are geographically inconsistent.
• Available DMAs: The following countries support DMAs for targeting.
  • Aland Islands
  • Australia
  • Canada
  • China (Diji Shi cities)
  • Finland
  • France (Departments)
  • Germany (German Nielsen Metro Codes)
  • Korea, Republic of (Si/Gun/Gu)
  • New Zealand
  • Norway
  • Russian Federation (Federal Districts)
  • United Kingdom (ITV Regions)
  • United States (DMAs)

Zip Codes

You can target specific zip codes in the United States or other countries through their regional postal code system. By targeting a set of zip codes, a client’s Campaign ads will only serve in the most relevant areas. These zip codes can be created in either the ‘Audiences’ tab through the Custom Audience Zips Type or in the Campaign or Line Item targeting menu.

To create a list of zip codes in the Line Item targeting menu, follow the below steps:

1. Select the Country: From the dropdown menu, choose the country you want to target.
2. Enter Zip Codes: Paste the zip codes you wish to target into the textbox, separated by commas.
3. Add a Country: To add a country to the dropdown menu, contact your Account Manager via email

Tip for Better Scale:

• Expand Zip Targets: If your zip code targeting isn’t scaling effectively, use the ‘Expand Zip Targets’ feature. In the Targeting menu, open the zip code tab, enter a radius in meters, and select ‘Get Zips’. This will find zip codes within this radius from the center point of the zip code’s entered. A window will open showing you the list of zip codes found within this radius. Select ‘Add Zips’ to add the new zip codes to the targeting on the Campaign or Line Item.

OLV

Playback Type:

• PreRoll: An instream placement where ad plays before streaming video content.
• MidRoll: An instream placement where ad plays during streaming video content.
• PostRoll: An instream placement where ad plays after streaming video content.
• Outstream: An outstream video is placed in non-video environments among other content.

Player Size:

• Large
• Medium
• Small

These sizes are publisher defined and do not have exact specifications, however, there are examples of each in the following documentation for reference: Video

Livestream

As noted in the figure above, checking the livestream box will filter out any on-demand (VOD) inventory to target only impressions within content being live-streamed. Live content typically includes sports games, news, coverage of live events, etc. Not all publishers and streaming platforms contain live content, so it is recommended to run an Inventory Availability report to verify if live content is available prior to applying this targeting feature.

Site Lists

If no site list is attached to your Campaign, domain targeting will be open by default.

• Create Custom Lists:
  • Navigate to the ‘Inventory’ tab.
  • Select ‘New Site List’ or ‘New App List’ or ‘New Deal List’.
  • Once a list is saved, it will automatically appear under the ‘Site Lists’ or ‘App Lists’ or ‘Deal Lists’ section in the ‘Targeting’ menu of the Campaign.
• Premade Lists:
  • Pontiac also provides premade site lists and app lists for various categories that you can choose from. See the full list and definitions in the following documentation: Site & App Lists
• Allow List vs. Block List:
  • Allow List (Target): Use this to target specific sites or apps.
  • Block List (Anti-target): Use this to avoid specific sites or apps.
• How to Associate Lists:
  • Go to ‘Edit Targeting’ within your Campaign.
  • In the ‘Sites Lists’ or ‘App Lists’ or ‘Deal Lists’ tab, select the ‘Allow List’ or ‘Block List’ bubble, depending on your targeting needs.
  • Click the green plus sign next to the list you want to target or avoid.
  • The associated lists will appear on the right side of the screen.
  • Click ‘Save’ and the list targeting will be applied.

Note, when creating a new Site List you must paste each website on a new line. The URL should include the top-level domain, second-level domain, and subdomains if applicable. URLs should not include the scheme or subdirectories.

App Lists

Follow the directions under the above Site Lists to create and associate App Lists. When creating a new App List, please use the following format on new lines for each app.

• Line Format: App name, OS ID
• Line Example: com.king.candycrushsaga, 2

Deal Lists

Follow the directions under the above Site Lists to create and associate Deal Lists.

When creating a new Deal List, all available deals will be shown on the left hand side. To add them to your new Deal List, just click the green plus symbol. Press the red minus symbol to remove the deal.

When adding a Deal List to targeting, click the green symbol to add the Deal List and press the red minus symbol to remove the Deal List.

Device Types

Target based on the following Device Types:

• Personal Computer
• Connected TV (CTV)
• Phone:
• Tablet
• Connected Device
• Set Top Box

Channel

To Target specific Channels, enter each value on a separate line and follow the following formatting:

• Line Format: Channel
• Line Example: tlc

Note that you can Require Channel and create a Channel Allow List or Block List.

Network

To Target specific Networks, enter each value on a separate line and follow the following formatting:

• Line Format: Network
• Line Example: discovery

Note that you can Require Network and create a Network Allow List or Block List.

Publisher

To Target specific Publisher, enter each value on a separate line and follow the following formatting:

• Line Format: Publisher
• Line Example: roku

Note that you can Require Publisher and create a Publisher Allow List or Block List.

Genre

To Target specific Genres, enter each value on a separate line and follow the following formatting:

• Line Format: Genre
• Line Example:
  • sitcome
  • comedy
  • family

Note that you can Require Genre and create a Genre Allow List or Block List.

Series

To Target specific Series, enter each value on a separate line and follow the following formatting:

• Line Format: Series
• Line Example: 9e546169b8652754ea43f33d8618135e

Note that you can Require Series and create a Series Allow List or Block List.

Title

To Target specific Titles, enter each value on a separate line and follow the following formatting:

• Line Format: Title
• Line Example: epg

Note that you can Require Title and create a Title Allow List or Block List.

Multi Field

The Multi Field option enables targeting across multiple fields simultaneously. If content matches any of the selected fields (genre, series, title, etc.), the add will be shown to the viewer.

• Line Format: Content
• Line Example:
  • roku
  • sitcom
  • comedy
  • family
  • epg

Note that you can create a Multi Field Allow List or Block List.

Privacy

As noted in the image above, if either of the following options are selected, targeting by any persistent identifiers (e.g., cookies, IDFAs, Google ad IDs, fingerprints), precise geolocation, full IP addresses or full referrer URLs is prohibited. This data will be stripped from the bid request before filtering is applied. In addition, IP address or IFAs cannot be passed back to clients or passed on through pixel/creative macros.

• Serve to COPPA: If this box is checked inventory regulated “COPPA” ( Children’s Online Privacy Protection Act) will be purchased.
• Serve to DNT: If this box is checked users who have elected not to be tracked will be served to.

Associate Audience Segments to the Campaign of your choosing through Custom Audiences, Contextual Audiences, or ART Audiences.

Custom Audiences

To create a Custom Audience, go to the ‘Audiences’ tab and select ‘New Custom Audience’. Give the Audience a name and select the type of Audience from the dropdown. Here is a list of Types available and the proper line formatting:

• IP Ranges
  • Line Format: [IP] or [Start IP],[End IP]
  • Line Example: 63.148.81.24 or 234.123.0.13,234.123.10.15
• Zips
  • Line Format: [Zip Code],[Country Code]
  • Line Example: 03102,US
  • Note that if the country code is omitted the US is used by default.
• IFA
  • Line Format: [Device IFA]
  • Line Example: 735612e1-d4b9-40ec-83da-9ea0d3c5ceb3
• Hashed IPs
  • Line Format: [IP Hash]
  • Line Example: 225f334d5db5e4c824d49cd7b03fc73ae21d1c715573a7c1a86abb7a11a80364
• Full URL
  • Line format: [Full URL]
  • Example: www.viki.com/videos/1153464v
  • Note that the URL should not include the scheme.

Enter the Audience data according to the indicated format. These Audiences will automatically be available to associate to any Campaign.

Important things to note:

• Each seat can have a maximum of 50 updatable custom audiences at a time.
• These audiences can also only be updated 50 times per day.
• Custom Audiences expire after 180 days. If a segment appears in gray and cannot be associated, it is either expired or cannot be used for the selected creative or inventory type.

To associate Custom Audience Segments to a Campaign:

1. Navigate to the ‘Audiences’ section.
2. Click the ‘Associate Segments’ button. The segment selection window will appear.
3. Open the ‘Custom Audiences’ dropdown.
4. Click ‘Add New Group’ on the right hand side and drag and drop the Custom Audience name to the right box.
5. Choose to include or exclude the segment.
6. Select which Boolean Logic to follow: Boolean Logic

Contextual Audiences

Contextual AI is an AI-based, custom targeting solution that performs deep content analysis to find the best contextual placements for your ads. The Contextual AI will use the URLs or Text entered in the Audience Input section to build a lookalike model and return a list of the most contextually relevant URLs for targeting.

To create a Custom Contextual Audience, go to the ‘Audiences’ tab and select ‘New Contextual Audience’. Give the Audience a name and select one of the Input Types:

• URLs: Enter source sites below that represent your brand’s target content, this should be the Full URL including the scheme, subdomains, and all subdirectories. Sites should be text rich and not behind a paywall. Enter each URL on a new line.
• Text: Enter a descriptive paragraph of text about the topic of interest to build a list of contextually relevant URLs for targeting. Text should have a minimum of 50 words and maximum of 500.

Associate a Contextual Audience Segment to your Campaign by following these steps:

1. Navigate to the ‘Audiences’ section.
2. Click the ‘Associate Segments‘ button. The segment selection window will appear.
3. Open the ‘Contextual Audience‘ dropdown to browse over 300 AI segments curated by Pontiac categorized by IAB standards.
   • Note, these IAB Category segments cannot be edited and they are already available for use across all of your Advertisers at a $0.25 CPM.
   • To set bids, we recommend adding the average cost of all associated segments to your desired bids for the media.
4. To add a Custom Contextual Audience Segment, scroll to the bottom, select ‘Custom‘, and find the segment name.
5. Click ‘Add New Group’ on the right hand side and drag and drop the Custom Contextual Audience name to the right box.
6. Choose to include or exclude the segment.
7. Select which Boolean Logic to follow: Boolean Logic

Note: Avoid layering this segment with additional inventory or audience targeting, as it may limit Campaign scale. For more information about Contextual AI, continue to the following documentation page: Contextual AI

ART Audiences

The first step to create an ART audience is to build out an ART report in the ‘ART’ section of the platform under ‘Audience Research’ or ‘Audience Discovery’. Create a lookalike model from an existing audience or build a new audience according to desired demographics or interests.

Build an ART Report:

To create an ART audience, first generate an ART report in the ‘ART’ section under Audience Research or Audience Discovery.

1. Audience Research Audiences:
   • Select an existing audience to source key demo & interest data to build custom lookalike models. The existing audience data can be pulled from a Pontiac IP Conversion Pixel placed on the Advertiser’s website, or select key geos to build a lookalike model from the demographics & interests of the selected area.
2. Audience Discovery Audiences:
   • Select key demo & interest categories to define, locate & build your brand’s ideal target audience. Create the ‘ideal’ user profile for your brand, then locate key target markets to reach this demographic.

Note that on the ART Report, the field ‘Auto Refresh’ will determine the cadence at which the report data will refresh. Interest & Inventory data are updated every 30 days and new data may change report results. If a report is set to auto refresh and the matched zip codes in the results of the report are updated, this will automatically update any published audiences associated to the report.

Publish the ART Audience

Once you’ve created an Audience Research or Audience Discovery report, you can publish it as a custom audience for cookieless targeting across Pontiac Campaigns.

1. Open the ART report and select the ‘Publish Audience’ button.
2. Select the threshold for matched zip codes, choosing from:
   • All results
   • Top 10%
   • Top 20%
   • Top 50%
3. Give the Audience a name.
4. Click the ‘Save’ button.

To add an ART audience to a Campaign:

1. Navigate to the ‘Audiences’ section and click ‘Associate Segments’.
2. On the window popup, select the ‘ART Audiences’ dropdown and find your Custom Audiences to target.
3. Click ‘Add New Group’ on the right hand side and drag and drop the ART Audience name to the right box.
4. Choose to include or exclude the segment.
5. Select which Boolean Logic to follow: Boolean Logic

To learn more, see the following documentation: ART Documentation

Continue to the following sections if enabled in the Campaign Setup: Creatives, Pacing & Dayparts, Pixels, Flights, and Frequency & Recency. If these sections are not enabled, proceed directly to setting up Line Items under your Campaign.

On the Campaign Level, users can Associate Creatives. Note that Creatives must be uploaded and edited on the Advertiser Level. For more information see the following documentation: Creatives

If ‘Mange Dayparts’ is enabled on the Campaign Setup, you can configure the following settings:

• Daily Pacing Type:
  • Even: Spends both the daily and lifetime budgets as evenly as possible.
  • ASAP: Spends the daily budget as quickly as possible and will spend the lifetime budget evenly.
  • Primetime: Allocates the daily budget based on weighted ‘prime’ times of day.
  • Custom: Customize pacing by selecting weights for specific hours, days, and hours per day.
    • Enable ‘Apply curve to all days’ for custom weights to apply across all days.
    • If disabled, set custom weights for each hour of each day individually.
• Catch-up ASAP: Opt in or out to allow unspent budget to catch up quickly. This will override the daily budget and daily pacing type selected to spend as quickly as possible until the Campaign or Line reaches 100% pacing. Once the Campaign or Line has caught up on any underspent budget, it will return to the selected daily pacing model.
• Daypart in User Time Zone: If applied, dayparts will filter impressions according to the user’s timezone. If unchecked, dayparts will filter impressions according to the pacing timezone selected.

On the Campaign Level, users can Associate Pixels. Note that Pixels must be created and edited on the Advertiser Level. For more information see the following documentation: Pixels

To Associate a Pixel to a Campaign:

1. Navigate to the ‘Pixel’ section of the Campaign.
2. Click ‘Associate Pixel’.
3. The above pop-up window will appear, allowing you to add pixels to the Campaign.
   • Click the green plus sign to add pixels to the Campaign.
   • Click the red minus sign to remove pixels from the Campaign.

If the ‘Enable Flights’ feature is checked in the Campaign Setup, the Flights section will become available for the Campaign.

To add a Flight to a Campaign:

1. Click ‘Add Flight’.
2. Select a Start Date.
   • Note that must be on or after the Campaign’s Start Date.
3. Select an End Date.
   • Note that must be on or before the Campaign’s End Date.
4. The Budget Type is automatically inherited from the campaign’s settings.
5. Set the Flight Budget:
   • If the Budget Type is Spend, enter the dollar amount.
   • If the Budget Type is Impressions (Imps), enter the number of impressions.
6. Check Rollover Budgets to select a Rollover Budget Type:
   • Even: Distributes unused budget evenly across remaining flights.
   • Next Flight: Rolls unused budget into the next scheduled flight.

For more information about the Flights tab, see the Campaigns Flight Tab documentation.

If the ‘Enable Campaign Frequency’ feature is checked in the Campaign Setup, the Frequency & Recency section will become available for the Campaign.

In the Frequency & Recency section users can configure the following settings:

• Campaign Frequency: Sets a frequency cap for how often an ad is shown to the same individual user within a specified time frame.
• Time Frame Days: Choose the time frame for the frequency cap.
  • 1-14 days
• Campaign Recency: Sets the minimum allowable amount of time between ads shown to an individual user.
  • None
  • 1 minute
  • 5 minutes
  • 15 minutes
  • 30 minutes
  • 1 hour
  • 6 hours

For example:

• Campaign Frequency: 10
• Time Frame Days: 1
• Campaign Recency: 30 minutes

This means, for this Campaign, the ad will be shown up to 10 times per user within a 1-day window, with a minimum of 30 minutes between each ad shown to the same user.

To Create a New Campaign using a Campaign Template, follow these steps:

1. Navigate to the Advertiser under which you want to create the Campaign.
2. Within the Campaigns section, locate the Campaign Templates dropdown.
3. Click the image of the desired template you wish to use for your Campaign creation.
4. All Campaign settings will be inherited from the selected Template.
5. Adjust any Campaign settings that you need. Refer to the Edit a Campaign documentation for more details.
6. Click ‘Submit’ to save and create the new Campaign based on the selected template.

This process will ensure that you can quickly launch Campaigns with consistent settings, saving time and maintaining best practices. Follow the steps outline in the following documentation if you need to Create a New Template: Create a New Template

Looking at the Campaign Flights tab, you can filter the Reporting Interval to adjust the top tiles section. The Flight Pacing is also shown here, which is the percentage of budget the Campaign has spent compared to perfect pacing based on flight dates and budget. This will update daily and takes into account spend from start date to ‘yesterday’. Optimal pacing is between 90 – 110%. This tab provides dropdown insights into Flights and Lines. See the sections below for more details on each.

In the Flights dropdown section, users can manage all Flights associated with a Campaign. Available actions include:

• View Flights
• Download CSV
• Edit Flights
• Add Flights
• Delete Flights

Follow the steps below to complete each action as needed.

View Flights

This table shows all relevant Flight Metrics:

• Flight ID
• Start Date
• End Date
• Budget Type
• Budget
• Flight Pacing
• Imps
• Total Cost
• Rollover Budget
• Rollover Type: If applicable, will show even or next flight.

Download CSV

On the right-hand side of the search bar, click the download button. The Flight data will be exported as a CSV file for download.

Edit Flights

To make the following adjustments to Flights, click the ‘Edit’ button. Here the user is able to Add Flights, Delete Existing Flights, and Edit the following fields:

• Start Date
• End Date
• Budget
• Rollover Budgets Checkbox (Optional)
• Rollover Type (Optional):
  • Even
  • Next Flight

Add Flights

Add Flights by clicking the ‘Add Flights’ button. This will add a new Flight to the bottom of the table. Input the following fields:

• Start Date
• End Date
• Budget
• Rollover Budgets Checkbox (Optional)
• Rollover Type (Optional):
  • Even
  • Next Flight

Delete Flights

Delete Flights by clicking the red minus symbol on the left hand side of the Flights table.

View Lines

This table shows all relevant Flight Metrics:

• Line Status
  • Active: Green check mark
  • Inactive: Red minus symbol
  • Error: Yellow caution symbol
    • This line contains expired deals and cannot be modified until invalid deals are removed. Expired Deals IDs: [Deal IDs displayed here]
• Line ID
• Line Name
• Bid
• Allocation
• Daily Budget
• Total Flight Budget
• Pacing
• Imps
• Total Cost
• IP Convs
  • Note that these are reported using the IP Conversion Pixel

Download CSV

On the right-hand side of the search bar, click the download button. The Line data will be exported as a CSV file for download.

Edit Lines

To make the following adjustments to Lines, click the ‘Edit’ button. Here the user is able to Edit the following fields for each Line:

• Budget Allocation Weight
• Budget Multiplier

Click ‘Save’ to apply edits.

Overview

Switching to the Campaign Performance tab, you can filter the Reporting Interval to adjust the top tiles section. This tab provides dropdown insights into Bid Data, Line Performance, Campaign Daily Performance, and Video Events. See the sections below for more details on each.

Looking at the Campaign Performance tab, you can filter the Reporting Interval to adjust the top tiles section. Note that all intervals with the exception of yesterday, include metrics from today. Today’s metrics update hourly and have a 3 hour delay. The metrics include:

• Report Date: Shows the selected report date or date range.
• Impressions: The total number of impressions the Campaign served within the selected reporting interval.
• Total Cost: The total Campaign spend, including media costs and any applicable margins or fees.
• Revenue: The total Campaign revenue.
• Total Cost CPM: The total cost per thousand impressions for the Campaign, calculated as (Total Cost / Impressions) x 1,000.

The Campaign Pacing is also shown here, which is the percentage of budget the Campaign has spent compared to perfect pacing based on flight dates and budget. This will update daily and takes into account spend from start date to ‘yesterday’. Optimal pacing is between 90 – 110%. This tab provides dropdown insights into Bid Data, Line Performance, Campaign Daily Performance, and Video Events. See the sections below for more details on each.

In the Bid Data dropdown section, the Time Frame can be adjusted to display bid data for 15 minutes, 1 hour, 12 hours, or 1 day. This section includes four charts that provide insights into the number of eligible bid requests, bids placed, impressions served, and confirmed spend for the Campaign. Hover over each bar to view the time of day, time elapsed, and the metric value for more detailed insights.

The Line Performance dropdown holds Line level metrics for the selected Campaign.

Below are the metrics available in this section:

• Line ID
• Line Name
• Imps: The total number of impressions the Line served within the selected reporting interval.
• Media Cost: The total dollar amount spent on the Lines media before additional fees or margins are applied.
• Total Cost: The total Line spend, including media costs and any applicable margins or fees.
• Total Cost CPM: The total cost per thousand impressions for the Line, calculated as (Total Cost / Impressions) x 1,000.
• IP Conversions: The number of conversions attributed to users by Line who were served an ad and later converted based on IP tracking.
• Note that the bottom row shows the Campaign Totals for Imps, Media Cost, Total Cost, Avg Cost CPM, and IP Conversions.

The Campaign Daily Performance dropdown section includes a chart and table. The Chart can be filtered to show Only Days with Data or All Days. The Chart compares two selected Metrics against each other. Use the dropdowns in the upper right corner to customize view and discover daily metrics about your Campaign’s performance.

Select from these metrics:

• Imps: The total number of impressions the Campaign served within the selected reporting interval.
• Media Cost: The total dollar amount spent on the Campaign media before additional fees or margins are applied.
• Total Cost: The total Campaign spend, including media costs and any applicable margins or fees.
• Total Cost CPM: The total cost per thousand impressions, calculated as (Total Cost / Impressions) x 1,000.
• IP Conversions: The number of conversions attributed to users by Campaign who were served an ad and later converted based on IP tracking.
• Chrome Convs: The number of conversions recorded specifically from Chrome users.
• Clicks: The total number of times users clicked on an ad.
• CTR: The percentage of impressions that resulted in clicks, calculated as (Clicks / Impressions) × 100.
• CPC: The average cost per click, calculated as (Total Cost / Clicks).
• Transparency Score: A score indicating the level of transparency in reporting and data availability.
• Foot Traffic ‘Attributed Visitors’: The number of users who visited a physical location after viewing an ad from the Campaign.
• Revenue: The total revenue generated from the Campaign.
• Media Cost CPM: The media cost per thousand impressions for the Campaign, calculated as (Media Cost / Impressions) × 1,000.
• Data Cost: The cost associated with audience data usage for targeting.
• Foot Traffic Cost: The cost incurred for tracking and attributing foot traffic conversions.
• Credit Card Fee: Any additional fees applied for processing payments via credit card.
• Hosting Fee: The fees associated with hosting Campaign assets, such as creative files.
• ART Fee: A charge related to the ART usage.
• Contextual Fee: The cost associated with using Contextual AI services.
• Chalice Fee: A fee related to the Chalice service.

To download a CSV file in the Campaign Daily Performance table, navigate to the Campaign Daily Performance dropdown and locate the search bar in the Table section. On the right-hand side of the search bar, click the download button to export the campaign’s daily performance data as a CSV file. All metrics listed above are available for export. To customize the metrics included in the CSV file, click the three lines in the top right corner of the table and select or deselect the Campaign metrics that matter most to you.

The Video Events dropdown section provides a table with detailed video performance metrics for the Campaign, which can be downloaded as a CSV file.

Below is a list of all metrics:

• Date: The reporting date for the video event metrics.
• Imps: The number of times the video ad was served.
• Spend Per Complete: The cost incurred for each fully completed video view
• Starts: The number of times the video ad started.
• 25% Complete: The number of video ads that were watched at least 25% of the way through.
• 50% Complete: The number of video ads that were watched at least halfway through.
• 75% Complete: The number of video ads that were watched at least 75% of the way through.
• 100% Complete: The number of video ads that were watched entirely.
• Completion Rate: The percentage of video ads that were fully completed, calculated as (100% Complete ÷ Starts) × 100.

All metrics listed above are available for export. To customize the metrics included in the CSV file, click the three lines in the top right corner of the table and select or deselect the Campaign metrics that matter most to you.

Setup Dropdown

To edit an existing Campaign’s Setup section, follow these steps:

1. Go to the selected Advertiser where you want to edit the existing Campaign.
2. Navigate to the Campaigns dropdown section within the Advertiser’s dashboard.
3. Select the name of the Campaign that you would like to edit.
4. Press the ‘Edit’ button on the upper right corner of the page to enter Edit Mode.

In the Setup dropdown, the following fields are editable:

• Give the Campaign a name: Enter a unique name for your new Campaign to identify it easily.
• Code: Optional and for reporting purposes.
• Active Status: The ‘Active’ box is automatically checked, but uncheck it if you want to create an Inactive Campaign.
• Start Date (if not started yet)
• End Date (if not ended yet)
• Budget Type: Spend or Impressions
• Budget: Set based on your selected Budget Type, enter the total budget for your Campaign.
• Set a Daily Budget Cap: This is an optional field. If ‘Managed Dayparts’ is checked and the pacing time zone is set at the Campaign level, this time zone will be used to define the ‘day’ and apply the cap. If the pacing time zone is controlled by the Lines, the seat time zone will be used. When the daily budget cap is reached, all Lines under the Campaign will stop bidding, regardless of Line budget and pacing. It’s not recommended to enable catch-up pacing if the daily budget cap is set, as this may cause erratic behavior.
• Manage Budgets: This box is automatically checked. When selected, all Lines under this Campaign will be modified to match the Start Date, End Date, and Budget Type of the Campaign. Budgets must be allocated below by percentage. Uncheck if you do not want to modify the Lines’ budgets.
• Auto Pace: Select this option if you want the system to automatically pace your Campaign.
• Manage Creatives: Select this option to associate creatives with the Campaign.
• Manage Dayparts: This option allows you to manage pacing and dayparts at the Campaign level.
• Manage Pixels: This allows you to associate pixels to the Campaign for tracking purposes.
• Enable Flights: This option allows you to add flight dates for the Campaign. You can input a start date, end date, budget, and define whether rollover budgets will be used. If rollover is selected, you can define the rollover type: either ‘even’ or ‘next flight’.
• Pacing Timezone: Select the desired seat time zone for pacing purposes.
• Enable Campaign Frequency: This option sets a frequency cap for your Campaign, determining how often an ad is shown to the same individual user within a specified time frame. You can set the recency, which controls the minimum amount of time between ads shown to the same user.

If you have finished editing, click the ‘Submit’ button in the top right corner of the page to save and apply all changes. If you do not want to apply the edits, press ‘Cancel’ to discard changes and revert the Campaign to its previous settings. To continue making edits, proceed to the Targeting section.

Targeting Dropdown

To edit the Targeting section of a Campaign, follow these steps:

1. Navigate to the Targeting section within the Campaign.
2. Click ‘Edit Targeting’ to modify targeting settings.
3. Make the necessary changes to the targeting settings. Refer to the documentation page to review available targeting options: Campaign Targeting
4. Click ‘Save’ in the bottom right corner of the popup window to apply all changes. To discard changes and revert to the previous settings, click ‘Cancel’.
5. If you have finished editing, close the window and click the ‘Submit’ button in the top right corner of the page to save and apply all changes. If you do not want to apply the edits, press ‘Cancel’ to discard changes and revert the Campaign to its previous settings. To continue making edits, proceed to the Audience section.

Audience Dropdown

To edit the Audience section of a Campaign, follow these steps:

1. Navigate to the Audience section within the Campaign.
2. Click ‘Associate Segments’ to add and/or remove Audience Segments associated to the Campaign.
3. Make the necessary changes to the Audience settings. Refer to the documentation page to review available Audience options: Campaign Audiences
4. If you have finished editing, close the window and click the ‘Submit’ button in the top right corner of the page to save and apply all changes. If you do not want to apply the edits, press ‘Cancel’ to discard changes and revert the Campaign to its previous settings. To continue making edits, proceed to the Creatives section.

Creatives Dropdown

If ‘Manage Creatives’ is enabled in the Campaign Setup section and you want to edit the Creatives section of the Campaign, follow these steps:

1. Navigate to the Creatives section within the Campaign.
2. Click ‘Associate Creatives’ to add and/or remove Creatives associated to the Campaign.
   • Note that you can only Edit a Creative on the Advertiser Level, not here on the Campaign Level.
3. If you have finished editing, close the window and click the ‘Submit’ button in the top right corner of the page to save and apply all changes. If you do not want to apply the edits, press ‘Cancel’ to discard changes and revert the Campaign to its previous settings. To continue making edits, proceed to the Pacing & Dayparts section.

Pacing & Dayparts Dropdown

If ‘Mange Dayparts’ is enabled on the Campaign Setup section and you want to edit the Pacing & Dayparts section of the Campaign, follow these steps:

1. Navigate to the Pacing & Dayparts section within the Campaign.
2. Make the necessary changes to the Pacing & Dayparts settings. Refer to the documentation page to review available Pacing & Dayparts options: Campaign Pacing & Dayparts
3. If you have finished editing, click the ‘Submit’ button in the top right corner of the page to save and apply all changes. If you do not want to apply the edits, press ‘Cancel’ to discard changes and revert the Campaign to its previous settings. To continue making edits, proceed to the Pixels section.

Pixel Dropdown

If ‘Mange Pixels’ is enabled on the Campaign Setup section and you want to edit the Pixels section of the Campaign, follow these steps:

1. Navigate to the Pixels section within the Campaign.
2. Click ‘Associate Pixels’ to add and/or remove Pixels associated to the Campaign.
   • Note that you can only Create and Edit a Pixel on the Advertiser Level, not here on the Campaign Level.
3. If you have finished editing, close the window and click the ‘Submit’ button in the top right corner of the page to save and apply all changes. If you do not want to apply the edits, press ‘Cancel’ to discard changes and revert the Campaign to its previous settings. To continue making edits, proceed to the Flights section.

Flights Dropdown

If the ‘Enable Flights’ feature is checked in the Campaign Setup section and you want to edit the Flights section of the Campaign, follow these steps:

1. Navigate to the Flights section within the Campaign.
2. Refer to the documentation page to review available Flight options: Campaign Flights. The following fields are editable:
   • Add and/or delete Flights
   • Active Status
   • Start Date (if not started yet)
   • End Date (if not ended yet)
   • Flight Budget
   • Rollover Budgets Option
   • Rollover Type: Even or Next Flight
3. Make the necessary changes to the Flight settings.
4. If you have finished editing, close the window and click the ‘Submit’ button in the top right corner of the page to save and apply all changes. If you do not want to apply the edits, press ‘Cancel’ to discard changes and revert the Campaign to its previous settings. To continue making edits, proceed to the Frequency & Recency section.

Frequency & Recency

If the ‘Enable Campaign Frequency’ feature is checked in the Campaign Setup section and you want to edit the Frequency & Recency section of the Campaign, follow these steps:

1. Navigate to the Frequency & Recency section within the Campaign.
2. Make the necessary changes to the Frequency & Recency settings. Refer to the documentation page to review available Frequency & Recency options: Campaign Frequency & Recency
3. If you have finished editing, close the window and click the ‘Submit’ button in the top right corner of the page to save and apply all changes. If you do not want to apply the edits, press ‘Cancel’ to discard changes and revert the Campaign to its previous settings. To continue making edits, proceed to the Lines section.

Lines Dropdown

In the Lines dropdown section, the following fields are editable:

• Active Status
• Line Name
• Budget Allocation Weight
• Bid Type: Basic Bid, Bid at Floor Price, Advanced Bid Controls
• Bid Price
• Budget Multiplier

If you have finished editing, click the ‘Submit’ button in the top right corner of the page to save and apply all changes. If you do not want to apply the edits, press ‘Cancel’ to discard changes and revert the Campaign to its previous settings.

To Clone a Campaign, follow these steps:

1. Navigate to the Campaign page of the Campaign that you want to Clone.
2. Click the ‘Clone’ button located at the top right corner.
3. Enter a New Name for the cloned Campaign.
4. Adjust the Campaign settings as needed to match specific requirements. See the edit a campaign documentation for guidance: Edit a Campaign
5. Click ‘Submit’ to finalize and create the cloned Campaign.

Note that the cloned Campaign will exist under the same Advertiser as the base Campaign.

How to Save a Campaign as a Template:

1. Navigate to the Campaign page of the Campaign you want to use as a Template.
2. Click the ‘Save as Template’ button located at the top right corner.
3. Enter a Name, Description, and Icon for the Campaign Template.
4. Click ‘Save’ to save the Campaign as a template.

You can now use this template later to create a new Campaign with the same structure. This will help save time, reduce mistakes, and ensure consistency in Campaign setup. Manage all Campaign and Line Templates on the Seat Level in the Templates tab. For more details, refer to the Create Campaign from Template documentation.

At the Campaign Level, you can create a new Line either from scratch or by using a template. Refer to the respective documentation for detailed instructions on each method:

• Create a Line
• Create Line From Template

At the Campaign Level, you can edit Lines by clicking the ‘Edit’ button in the Lines dropdown section, which enables edit mode for the Line section only. The following fields are editable:

• Active: The ‘Active’ box sets the Line as live. Unselect this box if you want to set the Line to an Inactive status.
• Start Date
• End Date
• Total Budget
• Bid Type: Basic Bid, Bid at Floor Price, Advanced Bid Controls
• Bid Price
• Budget Multiplier

To apply changes, press the ‘Submit’ button in the top right corner. If you do not want to save the edits, press ‘Cancel’ to revert the Line section to its previous settings.

Note that if you are in the Campaign Level’s Edit Mode, the editable fields differ from those available in the Campaign’s Read-Only Mode. Please refer to Edit a Campaign for more information.

To make further edits beyond these fields, enter the Line Level by clicking on the Line name you wish to modify. See the Edit a Line documentation for more information.

To create a new Line, follow these steps:

1. Go to the selected Advertiser and Campaign where you want to create the new Line.
2. Navigate to the Lines dropdown section within the Campaign’s dashboard.
3. Select the ‘New Line’ button to begin the creation process.

Setup

1. Name: Enter a unique name for your new Line to identify it easily.
2. Code: Optional and for reporting purposes.
3. Active Status: The ‘Active’ box is automatically checked, but uncheck it if you want to create an Inactive Line.
4. Select Start and End Dates for your Line if not managed at Campaign Level.
5. Deploy Date: Read-only field that shows the date the Line Item was created.
6. Budget by Spend: Inherited from the Campaign Level
7. Lifetime Cost: The total cost for the Line based on serving dates and bids.
8. Est. Daily Cost: The estimated daily spend if the budget is perfectly distributed and delivers evenly across the selected flight dates. This is not the actual Daily Budget.
9. Budget by Imps: Inherited from the Campaign Level
10. Lifetime Impressions: The approximated total number of impressions the Line will serve in it’s lifetime.
11. Est. Daily Imps: The estimated daily impressions if the budget is perfectly distributed and delivers evenly across the selected flight dates. This is not the actual Daily Budget.
12. Bid Type: Basic Bid, Bid at Floor Price, Advanced Bid Controls
13. Bid Price: The amount you are willing to pay per impression or action.
14. Budget Multiplier: This option allows the user to specify a multiplier on the daily budget. For example, setting a 1.1 multiplier will allow the Line to adjust the daily budget up to 110% of its typical daily budget. The new daily spend is calculated as Budget Multiplier x Daily Budget = New Daily Spend. Keep in mind, the daily budget may adjust based on pacing, and the actual daily spend could exceed the set multiplier.
15. Enable Foot Traffic Reporting: Opt-in to include foot traffic data tracking for your Line.
16. Foot Traffic Lookback: Set the time window for tracking foot traffic data.
17. Custom Model: Enable if you plan to use a custom model for the Line.
18. Enable Line Frequency: This option sets a frequency cap for your Line, determining how often an ad is shown to the same individual user within a specified time frame. You can set the recency, which controls the minimum amount of time between ads shown to the same user.
    • Note that frequency capping is done using IP addresses and can severely limit spend.

Continue to the other sections to complete Line setup.

On the Line Level, you can configure the following settings:

• Daily Pacing Type:
  • Even: Spends both the daily and lifetime budgets as evenly as possible.
  • ASAP: Spends the daily budget as quickly as possible and will spend the lifetime budget evenly.
  • Primetime: Allocates the daily budget based on weighted ‘prime’ times of day.
  • Custom: Customize pacing by selecting weights for specific hours, days, and hours per day.
    • Enable ‘Apply curve to all days’ for custom weights to apply across all days.
    • If disabled, set custom weights for each hour of each day individually.
• Catch-up ASAP: Opt in or out to allow unspent budget to catch up quickly. This will override the daily budget and daily pacing type selected to spend as quickly as possible until the Campaign or Line reaches 100% pacing. Once the Campaign or Line has caught up on any underspent budget, it will return to the selected daily pacing model.
• Daypart in User Time Zone: If applied, dayparts will filter impressions according to the user’s timezone. If unchecked, dayparts will filter impressions according to the pacing timezone selected.

The Line Targeting section is designed to enables buyers to control what they buy through the following:

• Deals
• Exchanges
• Geo
• Zip
• OLV
• Livestream
• Site Lists
• App Lists
• Deal Lists
• Device Type
• Channel
• Network
• Publisher
• Genre
• Series
• Title
• Multi Field
• Privacy

See the Campaign Targeting documentation for more details for each targeting section.

On the Line Level, users can Associate Creatives. In this window, you can add and remove creatives that are available for association with the Line. Note that Creatives must be uploaded and edited on the Advertiser Level. For more information see the following documentation: Creatives

If the ‘Enable Line Frequency’ feature is checked in the Line Setup, the Frequency & Recency section will become available for the Line.

In the Frequency & Recency section users can configure the following settings:

• Line Frequency: Sets a frequency cap for how often an ad is shown to the same individual user within a specified time frame. 0 will allow for unlimited impressions.
• Time Frame Days: Choose the time frame for the frequency cap.
  • 1-14 days
• Line Recency: Sets the minimum allowable amount of time between ads shown to an individual user.
  • None
  • 1 minute
  • 5 minutes
  • 15 minutes
  • 30 minutes
  • 1 hour
  • 6 hours