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 type: smart 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 – Device types: 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’ 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 on CTV, OTT, and OLV best practices for setups: Best Practices

The Pontiac premium video deal catalog can be found in the ‘Inventory’ tab of the platform, under ‘Deals’. When selecting deals that best align with your campaign goals, it is recommended to review all columns in this table to ensure your creatives meet specs, approval processes are completed, and campaigns are correctly configured to drive success. You may also want to review the Deal Landscape Tool, to understand the level of transparency in data shared by each Deal. Sample logs and forecasting reports are also available for each Deal in the ‘ART’ tab.

• Deal Provider: The entity with a direct relationship with Pontiac and supplies the deal ID.
• Brand: The brand or publisher of the content in the deal.
• Content Type: The category of content being streamed when the ad is shown. “Run of Network” (RON) means all inventory from the publisher or deal provider.
• Media Type: The type of media: Streaming/CTV (TV placements), OLV (online video – in-app/web, not streaming TV), Audio, Display.
• Exchange: The SSP or platform the deal provider uses to send bid requests to Pontiac.
• Floor Price: The minimum bid price (CPM) required to enter the auction.
• Recommended Bid: Suggested bids based on factors like inventory variation and competition.
• Duration: Allowed ad unit durations; multiple durations show the percentage of requests for each.
• Device Types: The devices where impressions are served, including Connected TV, Set-top box, computers, mobiles, and tablets.
• Sizes: The allowed ad unit sizes; hovering over the size tool shows request percentages per size.
• Livestream: The percentage of impressions that are live versus on-demand or undefined.
• Auction Type:
  • First Price: The winning bid is the price the advertiser pays.
  • Second Price Plus: The advertiser pays $0.01 above the second-highest bid.
• Permitted Sensitive Categories: Deals that allow sensitive content to be served.
• Publisher Approval Required: Deals requiring publisher approval for each ad before launch. Submit ads for approval through the Help Center.
• Notes: Any additional deal requirements, restrictions, inventory, or targeting.
• Last Served Date: The most recent date that impressions were served through the deal.

Negotiated Deals

If you can’t find the deal you need in the catalog, reach out through the Help Center. The Pontiac Partnership team may be able to negotiate a deal for you. Any programmatic guaranteed deals or deals negotiated for a specific advertiser will appear under the ‘Negotiated Deals’ section in the ‘Inventory’ tab.

The Deal Landscape tool provides transparent insights into the data available for targeting and reporting across the accessible Deals through the Bidder. With great inconsistencies in the information shared by each media owner across the industry, this tool can be leveraged in the research and planning process to align campaign goals and expectations with available targeting and reporting capabilities.

To measure the level of transparency seen in inventory, we are evaluating the percentage of bid requests (or impressions) that contain the following information:

• Title
• Series
• Channel
• Network
• Full IP

By aggregating the data in bid requests from the Pontiac Bidder, we can provide full transparency on the level of data shared by each Deal on the platform so you know exactly what you will get out of your campaigns, no surprises!

Reports are sortable by each field, click on the name of a field to order the report from lowest to highest or vice versa. Assess the inventory available with 100% reported rates on the parameters most important to your brand or search for the publishers and deals of interest to see which information they consistently share. Optimize your campaigns towards full transparency using the transparency scores to choose deals to target.

The Inventory Availability Tool is a forecasting tool that provides directional guidance in Campaign planning. If your report returns no data, reach out through the Help Center for more information on the feasibility and potential scale for the selected targeting. By leveraging historical data, delivery trends, sample log data, and Pontiac’s proprietary forecasting formula, the tool helps advertisers:

• Create and refine Inventory targeting lists.
• Assess the feasibility of targeting parameters.
• Optimize bid strategies.
• Estimate potential scale for Campaign planning.

Create an Inventory Availability Report

1. Switch to the ‘ART’ section using the toggle in the top right corner.
   • If the ‘ART’ button is unavailable, contact Pontiac Support via the Help Center.
2. Navigate to the ‘Inventory Availability’ tab.
3. Click ‘New Report’.
4. Enter a report name and select and end date (the start date will default to 30 days before the selected end date).
5. Select ‘CTV’ for a CTV forecasting report.
   • Note that you can also create an Origin forecasting report. See the following documentation:
6. Select Inventory Type: In-App or Web.
7. Add Targeting parameters by the follow two methods
   • Edit Targeting: Select parameters for forecasting.
     • Available targeting options for In-App include:
       • Deals
       • Exchanges
       • Geo (Country, Regions, DMAs)
       • Zip Codes
       • Livestream
       • App Lists (In-App only)
       • Apps (In-App only)
       • Device Types
       • Channel
       • Network
       • Publisher
       • Genre
       • Series
       • Title
       • Multi Field
     • Available targeting options for Web include:
       • Deals
       • Exchanges
       • Geo
       • Zip Codes
       • Livestream
       • Publisher
       • Site Lists
       • Sites
       • Device Types
   • Inventory Discovery: Due to the inconsistency in how inventory information is structured across the CTV landscape, this tool helps advertisers create well-informed targeting lists and identify variations in formatting for the desired inventory.
     • Search and click to add fields to targeting for the forecast report.
8. Associate Audience Segments
   • Custom Audiences
   • Third Party Audiences
   • Contextual Audiences
   • ART Audiences
   • See Boolean Logic for more details on any and all logic for targeting between groups.
9. Run the report and wait a couple of minutes for results to populate.

Understanding the Results

Summary Metrics

• Estimated Daily Impressions
• Total Impressions
• Unique IFAs
• Unique IPs

Chart Data

The report includes individual expandables and visualizations for:

• Deals
• Exchanges
• Channel
• Network
• Publisher
• Genre
• Series
• Titles
• Apps
• Device Types
• Livestream
• Zip Codes
• Sample Requests: Provides deeper insights into impression-level parameter combinations.
  • For example:
    • If a Deal ID is selected, charts will display available Networks and Channels.
    • Sample logs will illustrate how specific networks grant access to certain channels within that deal.

Locate & understand the highest value users to your brand by utilizing the traffic on your website, or a list of U.S. zip codes, to create detailed insight reports, and leverage look-a-like modeling to find new targets that share key characteristics with your existing audience. For more information, please see the full ART Audience Research Tool documentation.

Select from demographic variables and interest categories to build an audience profile, then find new targets across the U.S. that match this target audience. For more information, please see the full ART Audience Discovery Tool documentation.

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.

Strategies by Media Type

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

Strategies by Inventory Type

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

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: Standard bid price applied across all inventory. 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 and CPM floor allowed for an auction. Set Bid Controls by selecting the arrow button next to the Max Bid Price field. Here, you can set a Default Bid Price: When new Deals are added to the Line and a custom bid is not set, the bid price will default to the value set in the Default Bid Price field on the Line. Additionally, for each Deal that is targeted on both the Campaign and Line level, set a Bid Price for each Deal, giving more control over bid adjustments and spending limits.
  • Only the intersection of Campaign and Line Deals will be shown on the Line Item level.
  • Associate Deals to the Campaign and Line in the Targeting section at each level to set a custom bid for each selected Deal.
  • When new Deals are added to the Line and a custom bid is not set, the bid price will default to the value set in the Default Bid Price field on the Line.
  • See screenshot below of the Advanced Bid Controls popup window.

CTV

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. 

OTT

 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 $20-40 range. However, this 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.

OLV

Bids vary for video inventory and deal, but we recommend a bid structure of at least an $6-$8 base bid. Run an Inventory Availability report to see average CPM based on your campaign targeting.

Audio

Audio can be bought either through the Open Exchange, or via PMPs. Bids on the Open Exchange typically clear between $10 and $13, whereas PMP Deals are often in the $18 – $25 range. Each PMP will have specific bid recommendations.

Display

Display Bid Prices vary with targeting and Audience data. The standard recommendation for display is a bid between $2-4, but this will increase as targeting becomes more granular.

As you may be aware, the Pontiac Origin portion of our platform is built over the Xandr Invest DSP, now owned by Microsoft. On May 13th, Microsoft announced they we’re sunsetting the Invest DSP on February 28th, 2026. We have already recommended all clients move any Online Video, CTV and Streaming Audio to the Pontiac Bidder. But, we will be rolling out Display and Native advertising as well by the end of Q3. This will give our clients all of Q4 to run tests and prepare for a migration in Q1 2026. We will keep you informed about how to test Display as it becomes available. If you need any assistance moving your Online Video, CTV or Streaming Audio to the bidder please reach out to your Account Executive or request help via the Help Center and someone will come to assist you.

Overview

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/CTV’.
2. To ensure the Line only serves through selected Deals, DO NOT associate any exchanges.
3. 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.
4. Target ‘Instream’ Inventory by selecting ‘PreRoll’, ‘MidRoll’ and ‘PostRoll’ video playback types.
5. Only use audience segments from Tru Optik, as these are IP based audiences. 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.

CTV Setup Using Deals

Select from our Deals or 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.
• If you would like to upload your own Negotiated Deal, reach out through the Help Center to get the deal available on your seat. Once available, you can target your own Negotiated Deal as well.

1. 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: Creative Specs
   • The Creative will need to pass the Creative Audit which may take up to 24 hours.
2. Setup a Line Item:
   • Under the Advertiser, create a Campaign and then Line Item following these recommendations:
   • Inventory Type: In App
   • Start Date
   • End Date
   • Budget Type: Select Spend or Impressions.
   • Bid Type: Select Advanced Bid Controls and input a Default Bid Price and Max Bid for each Deal associated to the Campaign and Lines. Note that only the intersection of Campaign and Line Deals will be shown. Associate Deals to the Campaign and Line in the Targeting section at each level to set a custom bid for each selected Deal. When new Deals are added to the Line and a custom bid is not set, the bid price will default to the value set in the Default Bid Price field on the Line.
   • 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.
   • Budget Multiplier: This feature allows the user to specify a multiplier on the daily budget. For example, a 1.1 multiplier will allow the Campaign to adjust the daily budget up to 110% of it’s typical daily budget. The calculation is Budget Multiplier * Daily Budget = New Daily Spend.
   • Enable Foot Traffic Reporting: Optionally, enable Foot Traffic Reporting which allows you to enter specific commercial addresses and track whether users that were served your ads visited those locations. This is available for CTV at a $4 CPM, add this additional cost to your bid CPM.
   • Budget Allocation Weight: Establish the budget allocation weight for each Line that sits underneath the Campaign.
   • 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 ‘Connected TV’, ‘Connected Device’ and ‘Set Top Boxes’.
   • OLV: Select Video Playback types ‘PreRoll’, ‘MidRoll’, and ‘PostRoll’, recommended to include all three. Do NOT select ‘Outstream’.
   • Creative: Associate a Creative that meets the OTT/CTV Specs.
   • Audience Targeting: Associate Segments from Custom or ART Audiences if desired.
   • Pixels: To track online conversions driven by a CTV Line, you can use an IP Conversion pixel. Read more here: IP Conversion Pixels

CTV Setup Using Open Exchange

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. Setup a Campaign and then your Line Item
   • Under the Advertiser, create a Campaign and then Line Item following these recommendations:
   • Inventory Type: In App
   • Frequency Caps: 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.
   • Enable Foot Traffic Reporting: 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 ‘Connected TV’, ‘Connected Devices’ and ‘Set Top Boxes’.
   • OLV: Select Video Playback types ‘PreRoll’, ‘MidRoll’, and ‘PostRoll’, recommended to include all three. Do NOT select ‘Outstream’.
   • Video Size: Do not select a size.
   • 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.
   • Pixels: To track online conversions driven by a CTV Line, you can use an IP Conversion pixel. Read more here: IP Conversion Pixels

Video environment targeting can be found in the ‘OLV’ tab of the ‘Targeting’ section on both the Campaign and Line Item levels. Video campaigns are an effective strategy to create brand awareness and drive traffic to your site with high
CTRs.

Follow these steps to launch an Online Video (OLV) Campaigns:

1. Select Device Types: Phone, Tablet, Personal Computer
2. Select Exchanges: Microsoft, Index, Magnite (DV+), Freewheel
3. Select Video Playback Type: Pre-Roll
4. Lastly, select some or all of the OLV Deals that match your targeting goals.

For more details, refer to the below walkthrough.

OLV Setup Using Deals:

1. Select from our Deals or Create or Select a Deal List:
   • The first step in setting up a successful OLV campaign is to select the PMPs or ‘Deals’ that the Line will target.
   • Select them individually or create your own Deal List and target them on your Line.
   • For OLV Campaigns and Lines, select Deals with the Media Type ‘Online Video’. To look through all OLV deals, go to the Inventory tab > Deals > and search online video. 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. Selecting many Deals will increase the ability of the Campaign and Line to scale.
   • If you would like to upload your own Negotiated Deal, reach out through the Help Center to get the deal available on your seat. Once available, you can target your own Negotiated Deal as well.
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 Video Specs, see here: Creative Specs
   • The Creative will need to pass the Creative Audit which may take up to 24 hours.
3. Setup a Campaign:
   • The Campaign is used to organize a group of strategies for a set period of time under a single budget. All Campaigns must have at least 1 Line Item created underneath them, or they will not deliver impressions. The Campaign object can control the budget of associated Lines, but it does not execute the Campaign spend.
   • Targeting: The Targeting and Audience sections of the Campaign can be used as an additional filter for all Lines associated. It is recommended to use these sections, only if the targeting parameters apply to ALL Lines. For example, if all of your Lines are targeting the same Geos, these can be applied in the Campaign Targeting section instead of each individual Line. Note that an impression must meet ALL conditions for the targeting applied to both the Campaign and the Line to be eligible.
     • If using Deals, note that only the intersection of Campaign and Line Deals will be shown. Associate Deals to the Campaign and Line in the Targeting section at each level to set a custom bid for each selected Deal.
4. Setup a Line Item:
   • Under the Advertiser and Campaign, create your Line Item following these recommendations:
   • Inventory Type: Select Combined
   • Start Date
   • End Date
   • Budget Type: Select Spend or Impressions.
   • Bid Type:
     • Deals: Select Advanced Bid Controls and input a Default Bid Price and Max Bid for each Deal associated to the Campaign and Lines. As mentioned above, only the intersection of Campaign and Line Deals will be shown. Associate Deals to the Campaign and Line in the Targeting section at each level to set a custom bid for each selected Deal. When new Deals are added to the Line and a custom bid is not set, the bid price will default to the value set in the Default Bid Price field on the Line.
     • Open Exchange: Basic Bid or Bid at Floor Price
   • Bid Pricing:
     • Deals: Bids vary for video inventory and deal, but we recommend a bid structure of at least an $6-$8 base bid.
       • 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. If you are not achieving the desired scale, continue to increase bids.
     • Open Exchange: We recommend a bid minimum of at least $6-$8.
   • Budget Multiplier (optional): This feature allows the user to specify a multiplier on the daily budget. For example, a 1.1 multiplier will allow the Campaign to adjust the daily budget up to 110% of it’s typical daily budget. The calculation is Budget Multiplier * Daily Budget = New Daily Spend.
   • Enable Foot Traffic Reporting (optional): Optionally, enable Foot Traffic Reporting which allows you to enter specific commercial addresses and track whether users that were served your ads visited those locations. This is available for Video at a $4 CPM, add this additional cost to your bid CPM.
     • Select Foot traffic lookback period.
   • Budget Allocation Weight: Establish the budget allocation weight for each Line that sits underneath the Campaign.
     • If ‘Manage Budgets’ is selected on the campaign, the total budget will be the dollar amount or impression number entered at the campaign level. The budget for each individual line item can be set as a weight. The total campaign budget will be allocated across associated line items according to the weights applied to each Line.
       • If ‘Manage Budgets’ is selected and ‘Auto Pace’ is also applied, the overall campaign budget will remain fluid between the associated line items. Each line item budget will be set as a ‘target’ allocation, but real allocations and daily budgets will shift according to real line pacing and available impressions.
     • If ‘Manage Budgets’ is not applied to the campaign, then each line item can have a fixed budget set as an impression or dollar amount. The budget type will match the budget type that is set on the campaign. Each line will pace according to the individual budget entered on the line as opposed to the over-arching campaign goal.
   • Line Frequency: Not recommended due to frequency capping utilizing IP addresses and can severely limit spend.
   • Targeting Options:
     • Deals: Individually select the Online Video (OLV) Deals that you would like to purchase inventory through, or in the ‘Deal List’ tab, add your own Custom Deal List to associated all Deals within that list to the Line.
     • Exchanges: Freewheel, Index, Magnite (DV +), Microsoft
     • Geo Targeting: Allow or Block Zip Code, DMA, State, or Country
     • OLV:
       • Video Playback Types: Recommend selecting PreRoll, but you can select MidRoll, and Outsream depending on campaign goals.
       • Player Size: Select all Large, Medium, Small.
       • Playback Method: Select playback methods if desired.
     • Livestream:
       • 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, it is recommended to run an Inventory Availability report to verify if live content is available prior to applying this targeting.
     • Site or App List: Recommended if buying through the open exchange.
     • Device Types: Select any or all ‘Personal Computer’, ‘Phone’, ‘Tablet’ depending on your strategy.
     • Privacy:
       • 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.
   • Additional Granular Targeting Options:
     • Channel, Network, Publisher, Genre, Series, and Title Targeting: Look through Deal’s sample bids to see what targetable information gets passed to precisely target the content your audience is interested in.
     • Multi Field: The multi-field option enables targeting across multiple fields simultaneously. If content matches any of the selected fields (genre, series, title, etc), ad will be shown to the viewer.
   • Creative: Associate the Creative that was uploaded under the Advertiser and meets the Video Specs.
   • Audience Targeting: Associate Segments from Custom, Contextual, or ART Audiences if desired but can limit the campaign’s ability to serve. Add audience segment associated CPMs to bidding.
   • Pixels: To track online conversions driven by an OLV Line, you can use an IP Conversion pixel. Read more here: Pixels

Once completed, your OLV campaign should be properly configured and ready to run.

OTT is defined here as TV content delivered via an internet connection that is streamed on Mobile, Desktop, and Tablets ONLY.

The following is an overview of the best practices for setting up a successful OTT campaign on the 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’. 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 OTT lines, it is often inaccurate and will severely limit scale as many OTT publishers do not consistently pass device IDs and user IDs across platforms.
3. Target ‘Instream’ Inventory by selecting ‘PreRoll’, ‘MidRoll’ and ‘PostRoll’ video playback types. Choose according to your Campaign goals.
4. It is only recommended to use audiences from the providers TruAudience (Tru Optik), Lotame and Comscore. While these audiences are intended for OTT, they may still limit scale.

OTT Setup using Deals

1. Selecting Deals for an OTT Campaign
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
   • Under the Advertiser, create a Campaign configured depending on your strategy.
4. Set up a Line Item
   • Under the Advertiser and Campaign, create a Line Item following these recommendations:
   • Inventory Type: Combined
   • Frequency Caps: 
     • The best setting depends on your campaign goals and the types of devices you’re targeting.
     • However, for OTT campaigns, frequency capping is less reliable due to limited user/device identifiers.
     • Because this can limit scale and cause delivery issues, we recommend setting frequency caps to 0 (i.e., no cap) for OTT campaigns to allow for better pacing and reach.
   • 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 $20-40 range. However, this 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.
   • Foot Traffic Attribution: This is available for OTT at a $4 CPM, add this additional cost to your bid CPM.
   • Exchanges: Remove ALL Exchanges
   • Deals: Select Deals with the ‘OTT’ or ‘OTT/CTV’ Inventory type that meet your needs.
   • Geo Targeting: Zip Code, DMA, State, or Country
   • Device Types: Select ‘Mobile Phones’, ‘Tablets’, ‘Desktops & Laptops’
   • Video Playback: Select from ‘PreRoll’, ‘MidRoll’,and ‘PostRoll’, recommended to include all three. Do NOT select ‘Outstream’.
   • Video Size: Do not select a size.
   • 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 OTT, but they may still limit scale.
   • Pixel: To track online conversions driven by an OTT Line, you can associate an IP Conversion pixel to the Campaign or Line. Read more here: Pixels

OTT Setup Using Open Exchange

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 OTT, if you do not supply an app list, the Line will run on ANY mobile/desktop application and will not be restricted to streaming TV content. For example, Mobile Games, Weather apps, News apps etc.
   • To create a custom OTT 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 ‘571711580’ to target the Apple 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: Creative Specs
   • The Creative will need to pass the Creative Audit which may take up to 24 hours.
3. Set up Line Item
   • Under the Advertiser, create a Line Item following these recommendations:
   • Inventory Type: OTT
   • 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 $15-25 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.
   • Foot Traffic Reporting: This is available for OTT at a $4 CPM, add this additional cost to your bid CPM.
   • Exchanges: Include the Exchanges through which you would like to purchase inventory.
   • App List: If you created an app list to target, associate this list to the Line as an ‘Allow’ list.
   • Geo Targeting: Zip Code, DMA, State, or Country
   • Device Types: Select ‘Mobile Phones’, ‘Tablets’, ‘Desktops & Laptops’
   • Video Playback: Select from ‘PreRoll’, ‘MidRoll’,and ‘PostRoll’, recommended to include all three. Do NOT select ‘Outstream’.
   • Video Size: Do not select a size.
   • 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 OTT, but they may still limit scale.
   • Pixel: To track online conversions driven by a OTT Line, you can use an IP Conversion pixel. Read more here: Pixels

Audio campaigns allow you to serve 15, 30, 45, 60, 75, or 90 second audio advertisements across a variety of audio
streaming services through Audio Deals. These include DAX, Magnite, and Triton (iHeart Media) as Pontiac’s current deal providers. Audio delivers a high engagement rate with CTRs between 0.7% -0.9% and over 1% when combined with remarketing. Audio ads are effective for creating brand awareness and driving traffic to sites.

Audio Setup

1. Select from our Deals or Create or Select a Deal List:
   • The first step in setting up a successful Audio campaign is to select the PMPs or ‘Deals’ that the Line will target.
   • Select them individually or create your own Deal List and target them on your Line.
   • For Audio Campaigns and Lines, select Deals with the Media Type ‘Audio’. To look through all Audio deals, go to the Inventory tab > Deals > and search audio. 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. Selecting many Deals will increase the ability of the Campaign and Line to scale.
   • If you would like to upload your own Negotiated Deal, reach out through the Help Center to get the deal available on your seat. Once available, you can target your own Negotiated Deal as well.
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 Audio Specs, see here: Creative Specs
   • The Creative will need to pass the Creative Audit which may take up to 24 hours.
3. Setup a Campaign:
   • The Campaign is used to organize a group of strategies for a set period of time under a single budget. All Campaigns must have at least 1 Line Item created underneath them, or they will not deliver impressions. The Campaign object can control the budget of associated Lines, but it does not execute the Campaign spend.
   • Targeting: The Targeting and Audience sections of the Campaign can be used as an additional filter for all Lines associated. It is recommended to use these sections, only if the targeting parameters apply to ALL Lines. For example, if all of your Lines are targeting the same Geos, these can be applied in the Campaign Targeting section instead of each individual Line. Note that an impression must meet ALL conditions for the targeting applied to both the Campaign and the Line to be eligible.
     • If using Deals, note that only the intersection of Campaign and Line Deals will be shown. Associate Deals to the Campaign and Line in the Targeting section at each level to set a custom bid for each selected Deal.
4. Setup a Line Item:
   • Under the Advertiser and Campaign, create your Line Item following these recommendations:
   • Inventory Type: Select In App, Web, or Combined
   • Start Date
   • End Date
   • Budget Type: Select Spend or Impressions.
   • Bid Type:
     • Deals: Select Advanced Bid Controls and input a Default Bid Price and Max Bid for each Deal associated to the Campaign and Lines. As mentioned above, only the intersection of Campaign and Line Deals will be shown. Associate Deals to the Campaign and Line in the Targeting section at each level to set a custom bid for each selected Deal. When new Deals are added to the Line and a custom bid is not set, the bid price will default to the value set in the Default Bid Price field on the Line.
     • Open Exchange: Basic Bid or Bid at Floor Price
   • Bid Pricing:
     • Deals: Often in the $18 – $25 range, dependent on deal.
       • 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. If you are not achieving the desired scale, continue to increase bids.
     • Open Exchange: Set a minimum of $13.
   • Budget Multiplier (optional): This feature allows the user to specify a multiplier on the daily budget. For example, a 1.1 multiplier will allow the Campaign to adjust the daily budget up to 110% of it’s typical daily budget. The calculation is Budget Multiplier * Daily Budget = New Daily Spend.
   • Enable Foot Traffic Reporting (optional): Optionally, enable Foot Traffic Reporting which allows you to enter specific commercial addresses and track whether users that were served your ads visited those locations. This is available for Audio at a $4 CPM, add this additional cost to your bid CPM.
     • Select Foot traffic lookback period.
   • Budget Allocation Weight: Establish the budget allocation weight for each Line that sits underneath the Campaign.
     • If ‘Manage Budgets’ is selected on the campaign, the total budget will be the dollar amount or impression number entered at the campaign level. The budget for each individual line item can be set as a weight. The total campaign budget will be allocated across associated line items according to the weights applied to each Line.
       • If ‘Manage Budgets’ is selected and ‘Auto Pace’ is also applied, the overall campaign budget will remain fluid between the associated line items. Each line item budget will be set as a ‘target’ allocation, but real allocations and daily budgets will shift according to real line pacing and available impressions.
     • If ‘Manage Budgets’ is not applied to the campaign, then each line item can have a fixed budget set as an impression or dollar amount. The budget type will match the budget type that is set on the campaign. Each line will pace according to the individual budget entered on the line as opposed to the over-arching campaign goal.
   • Line Frequency: Not recommended due to frequency capping utilizing IP addresses and can severely limit spend.
   • Targeting Options:
     • Deals: Individually select the Audio Deals that you would like to purchase inventory through, or in the ‘Deal List’ tab, add your own Custom Deal List to associated all Deals within that list to the Line.
     • Exchanges: Magnite (DV+), Triton
     • Geo Targeting: Allow or Block Zip Code, DMA, State, or Country
     • Site or App List: Recommended if buying through the open exchange.
     • Device Types: Select any or all ‘Personal Computer’, ‘Phone’, ‘Tablet’ depending on your strategy.
     • Privacy:
       • 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.
   • Additional Granular Targeting Options:
     • Channel, Network, Publisher, Genre, Series, and Title Targeting: Look through Deal’s sample bids to see what targetable information gets passed to precisely target the content your audience is interested in.
     • Multi Field: The multi-field option enables targeting across multiple fields simultaneously. If content matches any of the selected fields (genre, series, title, etc), ad will be shown to the viewer.
   • Creative: Associate the Creative that was uploaded under the Advertiser and meets the Audio Specs.
   • Audience Targeting: Apply Zip Code Targeting if desired. Run an Audience Research to identify your audience’s key characteristics and find lookalike zip codes that over index for your audiences key characteristics and target those zips.
   • Pixels: To track online conversions driven by an Audio Line, you can use an IP Conversion pixel. Read more here: Pixels

Create New Users

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.

Accept Live Ramp and TransUnion Addendums here.

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.

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.

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 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.

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.

Inventory Type:

• Web: Ads run in a browser on desktop, laptop, and mobile devices.
• In App: Ads run in a software application designed for a mobile device such as a phone, or tablet
• Combined: Ads run on both Web & In App inventory on the same Line.

Inventory Source:

• Exchange: 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.
• Private Marketplace (PMP) Deals: Deals allow publishers to offer premium inventory exclusively to a specific advertiser or group of advertisers in a private auction.
• Programmatic Guaranteed (PG) Deals: 1:1 access where pricing is fixed and quantity of inventory is guaranteed and may require minimum spend commitment by the Advertiser.

Read more about best practices here: Best Practices

Inventory Targeting: Optionally, you can target specific sites, apps, or deals depending on your Campaign goals.

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

Contextual AI is an AI-based, custom targeting solution that performs deep content analysis to find the best contextual placements for your ads. Contextual AI uses Natural Language Processing (NLP) to digest the content of articles across the web and understand the text the way a human would. By processing entire websites of content, the AI overcomes the ambiguities in language that over-simplified tools such as keywords can overlook, accurately assigning meaning to the words in context. (For example, does the word ‘Apple’ in this article refer to a company or a fruit?). A neural network produces an embedding vector of the content, allowing full webpages to be indexed for contextual relevance.

Leveraging this rich contextual analysis, Advertisers can build custom lookalike segments from a few sample articles or select from our list of curated contextual segments for over 300 IAB content categories. These segments have an additional cost of a $0.25 CPM that will be added to the all-in cost of media. Note that Contextual AI segments can only be used to target Web and Combined inventory types.

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.
  • Aim for a minimum of 3-5 example pages per contextual segment. Closer to 10 may provide good results depending on the subject.
  • Choose the number of examples based on how broad or narrow you want to match. If you want to go for something really broad (for example, “current events”, an IAB category), you’ll want a number of examples covering many aspects of such a broad subject (in December of 2022 I might include examples covering inflation, the Ukraine war, midterm elections, twitter, gpt-3, Donald Trump, Joe Biden and the World Cup for example). On the other hand, if you want to get very precise, for example “1960s muscle cars” you can get away with fewer examples.
  • Look for pages that are text-heavy with at least 5 sentences. Low quality pages (e.g. infinite scroll, interactive, or image heavy pages) will have lower performance in the matching process. News articles, blog posts, how-to articles, etc will provide more accurate matches.
• 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.

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

IAB Curated Contextual Segments

In the ‘Audiences’ tab you will find over 300 Contextual AI segments curated by the Pontiac Team for each of the IAB categories. If you click on the name of the segment, you can see the input and the sample output for this segment. The ‘Site List’ section displays the articles that were used to ‘define’ the desired content for the category. The ‘Example Audience Data’ below shows a sample of the matched articles where the ads would serve if this Audience is targeted. This is a sample and not the complete list of URLs contained in the Audience.

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. These can be added in the ‘Associate Segments’ section of the Line Item, under ‘Contextual’.

The Pontiac platform offers a variety of Custom Audience options that allow you to customize your targeting and strategically place your ads to reach the right users. Audiences that can be built directly in the Pontiac platform with data the Advertiser already has, these can be user data, geo (zips), or inventory 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. Enter the Audience data according to the indicated format. These Audiences will automatically be available to associate to any Line Item or Campaign.

Custom Audiences will expire 180 days after they are created. The expiration date for each Custom Audience is visible in the ‘Audiences’ tab. An expired audience can be re-activated after the expiration date by opening the audience, checking the ‘Active’ box, then clicking ‘Save’.

Note that 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 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: An IP address audience uses a list of IPs or IP ranges to target devices.
  • Line Format: [IP] or [Start IP],[End IP]
  • Line Example: 63.148.81.24 or 234.123.0.13,234.123.10.15
• Zips: A Zip Code Audience leverages the national postal code system to target a specific geographical area. This Audience has a limit of 100,000 Zips per list. Enter the Zip Code followed by a comma and the Country Code with each entry on an individual line. If the country code is not entered, it will default to US.
  • 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: The IFA is a device ID sanctioned for advertiser use, these can be found in Pontiac log files from previous campaigns. Enter each IFA on a new line.
  • Line Format: [Device IFA]
  • Line Example: 735612e1-d4b9-40ec-83da-9ea0d3c5ceb3
• Hashed IPs: Enter the hashed IPs from log files, IP conversion pixel reports, or other custom reports downloaded from Pontiac to create an audience for targeting on bidder campaigns. Target converted IPs (IP Path to Conversion report), IPs that saw ads from previous campaigns (Log Level Report), or IPs that have visited a site where an IP pixel is placed (IP Pixel Page Visits Report). Note: these must be IPs that were hashed by Pontiac.
  • Line Format: [IP Hash]
  • Line Example: 225f334d5db5e4c824d49cd7b03fc73ae21d1c715573a7c1a86abb7a11a80364
• Full URL: A Full URL Audience allows for targeting site lists that contain the full URL pathway to place ads on specific articles. These can be used for OLV campaigns serving on web inventory. Enter the Full URL in the text box, will each entry on a new line. The URL should not include the scheme.
  • 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. To learn how to associate Custom Audience Segments to a Campaign, continue to the following documentation: Campaign Audiences

Pontiac customers can onboard their existing 1st party data for precise audience targeting. Advertisers or agencies will receive a LiveRamp seat to push their data to TransUnion, which then makes the segments available within the Pontiac Bidder platform. Please note that fees apply for LiveRamp and TransUnion services (e.g., ~$3 CPM).

For more information or assistance with onboarding your data, please reach out through the Help Center or contact your account manager.

Data provided by a third party that is readily available in the platform for targeting by demographic, behavior, context, language, weather and more. The Pontiac platform is directly integrated with TransUnion to provide demographic and interest data that is compatible with any media or campaign type. The TruAudience Data Marketplace library contains over 55,000 audiences ranging from demographics to auto intenders, lifestyle groups, purchase behavior, political party affiliation and more. With the precision tuned and deterministically grounded view of identity covering people, households and devices, the TruAudience Data Marketplace delivers scale across 80 million plus US households to optimize advertising and maximize streaming media campaign performance. For more information on available audiences and assistance activating with TransUnion on your campaigns, reach out through the Help Center.

Audience fees will be applied as a CPM on the line item that is included in ‘Total Cost’. If multiple audiences are targeted or anti-targeted, the line will only include the CPM of the highest priced segment.

If you are targeting multiple Audience segments they can be layered together in groups through Boolean logic. To choose ‘Any’ or ‘All’ between groups read the following descriptions of each.

‘All, between segment groups’

If you only have one segment group, the internal group logic will default to OR, meaning that if ANY of the conditions within the group are met the impression will be eligible to serve. For example, below is targeting users found in the ‘Female’ Audience OR ‘Age 20 to 30′.

If you have created multiple segment groups, the intergroup logic will automatically default to AND, meaning that at least one condition must be met in ALL segment groups. For example, below a user would need to be found in one of the two segments in the first grouping AND would need to be found in one segment in each of the other segment groups associated.

‘Any, between segment groups’

If you only have one segment group, the internal logic will default to AND, meaning that ALL the conditions within the group must be met for the creative to be eligible to serve. For example, a user must be found in ‘Female’ AND ‘Age 20 to 30’ for an impression to be served.

If you have created multiple segment groups, the intergroup logic will automatically default to OR, meaning that the conditions of one segment group are to be met OR the conditions of the second group are to be met.

Anti-Targeting: ‘All, between segment groups’

By selecting the ‘All’ between segment groups and using the ‘exclude’ feature with multiple Audiences the internal group logic will default to OR. For example, below an impression could server to any user found in the ‘Female’ OR NOT FOUND in the ‘Age 20 to 30’ Audience 

Anti-Targeting: ‘Any, between segment groups’

By selecting the ‘All’ between segment groups and using the ‘exclude’ feature with multiple Audiences, the internal logic will default to AND, meaning that ALL the conditions within the group must be met for the creative to be eligible to serve. For example, a user must be found in ‘Female’ AND NOT FOUND in ‘Age 20 to 30’ to be served. 

Remarketing audiences can be built from a pixel placed on the advertiser’s website or within a creative. These pixels can be built in the Advertiser details section. Give the pixel a name and select the ‘Creative Audience’ checkbox. The ‘Days to live’ field is the expiration window for an IP in the audience and the max expiration is 180 days. For example, in the screenshot below, this remarketing audience would include visitors to the website in the last 30 days (note: users are only added to the audience if they visit the site after the pixel is placed).

The audience will automatically appear in the ‘Custom Audiences’ section of the ‘Audiences’ tab with the name and ID of the pixel as the name of the audience. This audience will populate with the IPs of users that have visited the page where the pixel is placed. When opening the audience, the list will be limited to a sample of 30,000 IPs, but the ‘Records’ field will display the total count.

On the Seat Level, navigate to the ‘Templates’ Tab to see, Edit, and Clone 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.

Refer to the following documentation for more details on these processes, which are managed on different levels of the platform, not the Seat Level:

• Create Campaign from Template
• Create a New Campaign Template
• Create Line from Template
• Create a New Line Template

How to Save a Campaign as a Template:

1. Navigate to the Campaign page of the Campaign you want to use as a Template or create a new Campaign.
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.

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 Section

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 Section

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 Section

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 Section

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 Section

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.

The Campaign is now ready to be used when creating a new Campaign. Refer to the following documentation for more details on this process: Create Campaign from Template

Coming soon

How to Save a Line as a Template:

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

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

To edit a Line Template, navigate to the ‘Templates’ tab and expand the Line Templates dropdown section. Click on the name of the Line 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 Line Template.

Setup Section

In the Setup section, edit the following fields:

• Name: Enter a unique name for your new Line Template to identify it easily.
• Inventory Type: Web, In App, Combined
• Active Status: Check the ‘Active’ box if you want the Line to be live, but uncheck it if you want to create an Inactive Line or to pause the Line.
• Code: Optional and for reporting purposes.
• Bid Type:
  • Basic Bid: Standard bid price applied across all inventory of the Line.
  • 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 for Deals, giving more control over bid adjustments and spending limits.
• Bid Price: The bid price determines how much you are willing to spend based on the selected bid type. For Advanced Bid Controls, set a Default Bid Price and custom bid prices. Deals must be associated at the Campaign and Line level to allow for custom bid prices. 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.
• Budget Multiplier: This feature 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.
• Enable Foot Traffic Reporting: Foot Traffic Reporting allows you to enter specific commercial addresses and track whether users that were served your Ads visited those locations.
• Foot Traffic Lookback: Set the time window for tracking foot traffic data.
• 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.

Pacing & Dayparts

If ‘Mange Dayparts’ is NOT enabled on the Campaign Template Setup section and you want to edit the Pacing & Dayparts section of the Line Template, follow these steps:

1. Navigate to the Pacing & Dayparts section within the Line Template.
2. Make the necessary changes to the Pacing & Dayparts settings. Refer to the documentation page to review available Pacing & Dayparts options: Line 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.

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

1. Navigate to the Pacing & Dayparts section within the Campaign Template that the Line belongs to.
2. Edit the Campaign Template and uncheck the ‘Manage Dayparts’ box to enable Line Level control.
3. Once disabled, go to the Line Template and update the Pacing & Dayparts settings. Refer to the documentation page to review available Pacing & Dayparts options: Line Pacing & Dayparts
4. 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 Line to its previous settings. To continue making edits, proceed to another section.

Frequency & Recency

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

1. Navigate to the Frequency & Recency section within the Line Template.
2. Make the necessary changes to the Frequency & Recency settings. Refer to the documentation page to review available Frequency & Recency options: Line 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.

Foot Traffic Reporting

If the ‘Enable Foot Traffic Reporting’ feature is checked in the Line Template Setup section and you want to edit the Locations of the Line Template, follow these steps:

1. Navigate to the Foot Traffic Reporting section within the Line Template.
2. Add or delete Locations using one of the below methods. Refer to the following documentation for instructions on setting up a new location using each method: Line Foot Traffic Reporting
   • Address
   • Latitude Longitude (Lat Long)
   • Geofence
   • Bulk Upload
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.

Targeting

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

1. Navigate to the Targeting section within the Line 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:  Line 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 Line Template to its previous settings. To continue making edits, proceed to the other sections.

To Clone a Line Template, follow these steps:

1. Navigate to the Line 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 Line Template.
4. Adjust the Line Template settings as needed to match specific needs. See the Edit a Line Template documentation for guidance.
5. Click ‘Submit’ to finalize and create the cloned Line Template.

The Line Template is now ready to be used when creating a new Line. Refer to the following documentation for more details on this process: Create Line from Template

In the Reporting tab of the CTV platform, create a Standard Report by selecting the Advertisers, Campaigns, and Lines you want to analyze. This report provides summarized data and charts to help evaluate performance and identify key insights. The sections include:

• Summary
• Inventory
• Creatives
• Device Type
• Foot Traffic
• Geo

Continue to each section to learn more.

The summary section within Standard Reporting provides a high level glance of the selected Advertiser, Campaign, and Lines for the Reporting Interval. This section is broken into top tiles, two metrics comparison chart, a downloadable CSV file to conduct further analysis, Volume by Hour Heatmap, Pie charts, Transparency (% reported), and Video Events. Continue to read about each section.

Top Tiles

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 selected Advertiser, Campaign, and Lines served within the selected reporting interval.
• Total Cost: The total amount of spend that the selected Advertiser, Campaign, and Lines spent, including media costs and any applicable margins or fees, within the selected reporting interval.
• Total Cost CPM: The total cost per thousand impressions for the selected Advertiser, Campaign, and Lines within the selected reporting interval, calculated as (Total Cost / Impressions) x 1,000.
• Revenue: The total amount of revenue generated by the selected Advertiser, Campaign, and Lines within the selected reporting interval.
• Transparency Score: A score indicating the level of transparency in reporting and data availability.

Metric Comparison Chart

Filter for only days with data or all days and select and compare two metrics against each other. Select from the following metrics:

• Imps: The total number of impressions served within the selected reporting interval.
• Media Cost: The total dollar amount spent on the media before additional fees or margins are applied.
• Total Cost: The total 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.
• Revenue: The total revenue generated from the selected reporting interval.
• VCR: The percentage of video ad impressions that are played to completion.
• IP Conversions: The number of conversions attributed to users who were served an ad and later converted based on IP tracking.
• Foot Traffic ‘Attributed Visitors’: The number of users who visited a physical location after viewing an ad.

Downloadable Table

Below the chart, locate the search bar in the Table section. On the right-hand side of the search bar, click the download button to export the 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 metrics that matter most to you.

Volume by Hour Heatmap

The Volume by Hour Heatmap allows you to explore activity patterns over time. By default, the heatmap is displayed using your Seat’s time zone, but you can filter for any time zone as needed. Use the color key in the top right corner to interpret volume levels from low to high. This visualization highlights hourly volume trends by date, making it easy to identify peak activity periods and uncover actionable insights. Hover over any cell to view the Total Cost for that specific date and hour. Use this heatmap to quickly detect spikes in volume, optimize dayparting strategies, or compare performance across time zones.

Pie Charts

The Pie Charts section highlights the top 10 impression performers across key supply sources: Networks, Publishers, Deals, Channels, and Apps. This visualization offers a quick snapshot of which sources are driving the most impressions. When hovering over a segment in any pie chart, you’ll see displayed the name of the supply source and the number of impressions served, helping you quickly identify high performing supply sources.

Transparency (% reported)

The Transparency Chart displays the reporting percentages for key inventory identifiers including Series, Title, Network, Channel, and Full IP. It helps users understand what portion of impressions include data for each category. For each identifier, the chart shows:

• The percentage of impressions where the value was reported
• The number of unique values reported
• The total number of impressions associated with that category

This provides a clear view into the transparency of supply sources and helps identify areas where reporting may be limited.

Video Events

The Video Events bar chart illustrates each stage of the video playback journey from Start through Q1, Q2, Q3, to Complete. It offers a clear breakdown of how many impressions reached each milestone. You can compare your eligible impressions with your completed impressions to evaluate overall video performance and completion rates across your campaign.

The Inventory dropdown section features both a chart and a table to help you analyze campaign performance by inventory source. The chart can be filtered by categories such as Site Domain, Exchange, Publisher, Series, Title, and Genre, and metrics such as Total Cost, Revenue, Total Cost CPM, and Transparency Score, offering flexible insight into impression and cost trends.

The bar chart displays the selected category and metric. Hover over each bar pair to view the Category Name, Total Impressions, and Total Cost. To adjust how many are shown, use the Show: dropdown to display 5, 10, 25, 50, or 100 results.

To export data, go to the Table section. On the right side of the search bar, click the download icon to export the table as a CSV file. All metrics mentioned above are included as well as impressions. To customize the export, click the three line icon in the top right of the table to select or deselect the metrics most relevant to your analysis.

The Creatives section displays Total Cost and Impressions for each creative associated with the selected Advertiser, Campaign, and Lines in the top filter section, based on the selected reporting interval. The left Y-axis shows Impression counts, while the right Y-axis shows Total Cost, helping you compare delivery and spend across creatives at a glance.

You can adjust the metric compared to Total Impressions to show Total Cost, Revenue, Total Cost CPM, or Completion Rate for more customized analysis.

To export this data, scroll down to the Table section below the chart. On the right side of the search bar, click the download icon to export the table as a CSV file. You can further customize your export by clicking the three line icon in the top right corner of the table to select or deselect the metrics that are most relevant to your analysis.

Below are the available metric:

• Creative ID: The unique ID assigned to your creative.
• Name: The name of the creative.
• Imps: The total number of impressions the creative served.
• Total Cost: The total spend attributed to the creative.
• Revenue: The revenue generated by the creative.
• Total Cost CPM: The cost per thousand impressions (CPM).
• Completion Rate: The percentage of impressions that completed the full video.

The Device Type section displays Total Cost and Impressions for each device type associated with the selected Advertiser, Campaign, and Lines in the top filter section, based on the selected reporting interval. The data is broken down by device type, allowing you to compare performance across different devices. The left Y-axis shows Impression counts, while the right Y-axis shows Total Cost, helping you easily compare delivery and spend across devices at a glance.

You can adjust the metric compared to Total Impressions to show Total Cost, Revenue, or Total Cost CPM for more customized analysis.

To export this data, scroll down to the Table section below the chart. On the right side of the search bar, click the Download icon to export the table as a CSV file. You can further customize your export by clicking the three line icon in the top right corner of the table to select or deselect the metrics that are most relevant to your analysis.

• Device Type: The name of the device type.
• Imps: The total number of impressions served by each device type.
• Total Cost: The total spend attributed to each device type.
• Revenue: The revenue generated by each device type.
• Total Cost CPM: The cost per thousand impressions (CPM) for each device type.

The Network section displays Total Cost and Impressions for each network associated with the selected Advertiser, Campaign, and Lines in the top filter section, based on the selected reporting interval. The data is broken down by network, allowing you to compare performance across different inventory sources. The left Y-axis shows Impression counts, while the right Y-axis shows Total Cost, making it easy to compare delivery and spend across networks at a glance.

You can adjust the metric compared to Total Impressions to show Total Cost, Revenue, or Total Cost CPM for more customized analysis.

To export this data, scroll down to the Table section below the chart. On the right side of the search bar, click the Download icon to export the table as a CSV file. You can further customize your export by clicking the three-line icon in the top right corner of the table to select or deselect the metrics most relevant to your analysis.

• Network: The name of the network.
• Imps: The total number of impressions served by each network.
• Total Cost: The total spend attributed to each network.
• Revenue: The revenue generated by each network.
• Total Cost CPM: The cost per thousand impressions (CPM) for each network.

The Deal section displays a chosen metric and Impressions for each deal associated with the selected Advertiser, Campaign, and Lines in the top filter section, based on the selected reporting interval. The data is broken down by deal, allowing you to compare performance across different deals. The left Y-axis shows Impression counts, while the right Y-axis shows your chosen metric, making it easy to compare delivery and spend across deals at a glance.

You can adjust the metric compared to Total Impressions to show Total Cost, Revenue, Total Cost CPM, or Transparency Score for more customized analysis.

To export this data, scroll down to the Table section below the chart. On the right side of the search bar, click the Download icon to export the table as a CSV file. You can further customize your export by clicking the three-line icon in the top right corner of the table to select or deselect the metrics that are most relevant to your analysis.

• Deal: The name of the deal.
• Imps: The total number of impressions served by each deal.
• Total Cost: The total spend attributed to each deal.
• Revenue: The revenue generated by each deal.
• Total Cost CPM: The cost per thousand impressions (CPM) for each deal.
• Transparency Score: The score indicating the transparency level of the deal.

The Channel section displays a chosen metric and Impressions for each channel associated with the selected Advertiser, Campaign, and Lines in the top filter section, based on the selected reporting interval. The data is broken down by channel, allowing you to compare performance across different channels. The left Y-axis shows Impression counts, while the right Y-axis shows your chosen metric, making it easy to compare delivery and spend across channels at a glance.

You can adjust the metric compared to Total Impressions to show Total Cost, Revenue, or Total Cost CPM for more customized analysis.

To export this data, scroll down to the Table section below the chart. On the right side of the search bar, click the Download icon to export the table as a CSV file. You can further customize your export by clicking the three-line icon in the top right corner of the table to select or deselect the metrics that are most relevant to your analysis.

• Channel: The name of the channel.
• Imps: The total number of impressions served by each channel.
• Total Cost: The total spend attributed to each channel.
• Revenue: The revenue generated by each channel.
• Total Cost CPM: The cost per thousand impressions (CPM) for each channel.

The App section displays a chosen metric and Impressions for each app associated with the selected Advertiser, Campaign, and Lines in the top filter section, based on the selected reporting interval. The data is broken down by app, allowing you to compare performance across different apps. The left Y-axis shows Impression counts, while the right Y-axis shows your chosen metric, making it easy to compare delivery and spend across apps at a glance.

You can adjust the metric compared to Total Impressions to show Total Cost, Revenue, Total Cost CPM, Completion Rate, or Transparency Score for more customized analysis.

To export this data, scroll down to the Table section below the chart. On the right side of the search bar, click the Download icon to export the table as a CSV file. You can further customize your export by clicking the three-line icon in the top right corner of the table to select or deselect the metrics that are most relevant to your analysis.

• App: The name of the App.
• Imps: The total number of impressions served by each App.
• Total Cost: The total spend attributed to each App.
• Revenue: The revenue generated by each App.
• Total Cost CPM: The cost per thousand impressions (CPM) for each App.
• Transparency Score: A score indicating the transparency level of the App, helping assess the clarity of supply source information and ad placement.

The Foot Traffic section shows the following metrics:

• Location ID: Unique identifier assigned to the location.
• Location Name: The name assigned to the Location.
• Type: Specifies the location type (e.g., Address).
• Active Status: Indicates whether the location is Active or Inactive.
• Validation Status: Displays if the location is Valid or Invalid.
• Attributed Visitors: The number of users who were served an Ad from this Campaign and subsequently visited this location during the selected Reporting Interval.
• Average Daily Visitor: The average number of total visitors recorded at this location per day within selected reporting interval. This is used to indicate if the address entered is correct and tracking visitors. If 0 visitors are seen at this location, there may be an issue. Contact your Account Manager for more information or for assistance with locations displaying 0 visitors.

The table can be downloaded as a CSV file for further analysis. Click the download button next to the search bar at the top of the table.

The Geo section shows a heat map of where impressions served were most concentrated. Use the Geo filter located on the bottom right corner of the Map to filter for Country, Region, DMA, and Zip codes. This filter also impacts the table below the map, which can be downloaded as a CSV file to conduct further analysis.

The table displays metrics based on the selected filters. For example, to view Impressions, Total Cost, Revenue, Total Cost CPM, and Completion Rate by Zip Code, apply the Geo filter for Zip Codes.

Custom reporting allows you to select and customize all dimensions and metrics you wish to evaluate, providing an exportable CSV with Campaign data. You can choose Advertisers, Campaigns, Line Items, Dimensions, Metrics, and a Date Range to generate a report. All reports are created in UTC time zone.

Custom Report Types

• Custom Report
• IP Conversion Pixel: Path to Conversion
• IP Conversion Pixel: Page Visits
• IP Conversion Pixel: Conversion Rate
• Log Level Reporting
• Reach/Frequency Report

Report Availability

• Reports remain downloadable in the platform for 30 days.
• After expiration, reports must be rerun. Note that some data points may no longer be available.

Report Limitations

• Maximum Rows: Custom Reports are limited to 10,000,000 rows, depending on the delivery method and report type selected.
• Incomplete Data Warning: If a report exceeds this limit, a yellow caution symbol will appear next to the report name, indicating that the data is incomplete.
  • If you require additional data beyond this limit, you can:
    • Split the report into multiple smaller reports.
    • Reduce the number of selected dimensions to decrease row count.
    • Contact your Account Manager for assistance.

Custom Reporting Time Zone

The time zone for custom reports can be configured on each individual report. Note, metrics will only match billing if the report is pulled in UTC. Custom reports may not match the metrics shown in the platform if they are not pulled in the seat time zone.

User time zone will use the ‘user time zone offset’ from the bid request to adjust report metrics for each impression to the time zone where that impression was served. When the user’s time zone offset is not present in the bid request, it will be defaulted to UTC.

Seat Time Zone

The time zone for your account can be configured under the ‘Admin’ section of the platform in ‘Seat Settings’ under ‘Preferences’. This time zone setting will adjust the metrics in the advertiser tab (advertisers, campaign and line item metrics) as well as the reporting dashboard. Note: this does not apply to billing metrics in the account balance or the pacing and dayparts on campaigns or lines. All billing metrics and transactions are for account activity in UTC. Pacing and dayparting time zones can be configured on each campaign or line.

Note that all platform activity appears in the account balance and is billed in UTC time zone.

Custom reports can be automatically delivered to your email, FTP or S3 bucket, or Google Cloud Storage on the schedule of your choice. When creating a custom report, select the ‘Schedule Automated Report’ box, then open the ‘Scheduled Reports’ tab to choose the schedule and configure the delivery method.

When creating a new Custom Report and selecting Schedule Automated Report, the Scheduled Reports tab becomes editable. Complete the setup by selecting the following:

• Report Frequency:
  • Daily: Reports will be sent each morning for the previous day.
  • Weekly: Reports will be delivered on Monday mornings for the previous week.
  • Monthly: Reports will be delivered on the first of each month for the previous month.
  • Custom:
    • Set a specific day frequency. For example, every 2 days.
    • Set a specific week frequency on a specific day. For example, every 2 weeks on Monday.
• Reporting Interval: Yesterday, Last 7 days, Last 30 days, Month to Date, Previous Month, Custom
  • Custom: Last __ Days
• Deliver by: Choose delivery method by selecting the checkbox for each.
  • Email
    • Email addresses should be separated by comma.
  • FTP
    • FTP Server
    • FTP Path
    • FTP Port
    • FTP Username
      FTP Password
  • AWS S3
    • Bucket: This is the name of the bucket, e.g. example.bucket. Bucket name does not contain a leading backslash or the s3:// prefix.
      • Creating a bucket in AWS S3:
        • In AWS S3 click Create Bucket
        • Chose a bucket name that is available and the desired AWS Region.
        • Change Object Ownership to ACLs enabled.
        • Uncheck Block all public access field and check “I acknowledge that the current settings might result in this bucket and the objects within becoming public”.
        • Click Create bucket.
        • Navigate to the newly created bucket and click Create folder with the output path that we chose in Pontiac (“output-path”). Confirm to create the folder.
      • Setting up the report in Pontiac:
        • Go to Reporting tab and then click New Custom Report.
        • Select Log Level Report from the Report Type Drop Down
        • Go to Scheduled Reports tab and check Deliver by S3 box.
        • In the expandable section fill out the Bucket field with the AWS S3 Bucket name. Example: S3-test-bucket.
        • Fill out the Path field with a desired output path location and file name (To include the date macro use dateInt (YYYYMMDD) like xxx/filename-%dateInt% otherwise your file will be overwritten each day). Example: output-path/Pontiac-reports.csv or output-path/Pontiac-reports-%dateInt%.csv
        • Click View security policy and copy the full text area.
        • Go to Amazon AWS S3 and modify permissions for the bucket we chose earlier. In the Permissions tab click Edit and paste the policy text from earlier and Save.
        • Back in Pontiac reports screen click Verify and wait for a successful confirmation message.
    • Path: This will be the full location that the report is saved to. To include the date macro use dateInt (YYYYMMDD) like xxx/filename-%dateInt% otherwise your file will be overwritten each day.
    • View Security Policy
    • Verify your configured bucket policy.
  • Google Cloud Storage
    • Bucket: This is the name of the bucket, e.g. example.bucket. Bucket name does not contain a leading backslash or the gs:// prefix.
    • Path: This will be the full location that the report is saved to. To include the date macro use dateInt (YYYYMMDD) like xxx/filename-%dateInt% otherwise your file will be overwritten each day.
    • Credentials: Valid json object.

Overview

Custom reporting allows you to customize all the dimensions and metrics you wish to evaluate, providing an exportable csv with all the data from your campaigns.

Create a Standard Custom Report:

1. Navigate to the Reporting Tab and open the Custom Reporting dropdown section.
2. Click ‘New Custom Report’.
3. Select ‘Custom Report’ as the Type.
4. Fill out the required report details.
5. Click ‘Save’.
6. Expand the Custom Reporting dropdown section and click the ‘Download’ button associated with the name of your custom report.
   • If Scheduled Automated Reports were selected, the report will be accessible via your chosen delivery method.

Below are the customizations available when creating the report:

• Name: Enter a title for your report.
• Schedule Automated Report: Choose this option to have the report sent to you on regular intervals. See the section for setup details Scheduled Reports
• Advertiser ID: Select the Advertiser IDs that you would like to include in your report. By default, all Advertisers are included.
• Campaign ID: Select the Campaign IDs that you would like to include in your report. By default, all Campaigns under the selected Advertisers are included.
• Line ID: Select the Line IDs that you would like to include in your report. By default, all Lines under the selected Advertisers and Campaigns are included.
• Start Date: Define the start date for the report interval.
• End Date: Define the end date for the report interval.
• Type: Choose the type of report. See each section for more details on report types.
  • Custom Report
  • IP Conversion Pixel: Path to Conversion
  • IP Conversion Pixel: Page Visits
  • IP Conversion Pixel: Conversion Rate
  • Log Level Report
  • Reach/Frequency Report.
• Timezone: Select the timezone that the report will generate, such as Seat Time Zone, User Time Zone, UTC, etc.
• Dimensions: Categorical values that define how data is grouped and segmented in reports, such as Campaign Name, Advertiser, and Exchange.
• Metrics: Quantitative values that measure performance, such as impressions, clicks, conversions, spend, and CTR.

Dimensions:

• Date
• Advertiser ID
• Advertiser Name
• Advertiser Code
• Campaign ID
• Campaign Name
• Campaign Code
• Line ID
• Line Name
• Line Code
• Creative ID
• Creative Name
• Creative Size
• Region/State Code
• Region/State Name
• Country Code
• Country Name
• DMA Code
• DMA Name
• Zip Code
• Browser
• Operating System
• Site Domain
• Exchange
• App Domain
• App Bundle
• App Name
• Publisher Name
• Device Type
• Device Model
• Deal ID
• Deal Name
• Content Genre
• Content Episode
• Content Title
• Content Series
• Content Channel
• Content Network
• Hour
• Device Type Name
• Inventory Type
• Multi Field

Metrics:

• Impressions
• Media Cost
• Total Cost
• Revenue
• Media Cost CPM
• Total Cost CPM
• Revenue CPM
• Profit
• Video Starts
• 25% Video Complete
• 50% Video Complete
• 75% Video Complete
• Video Completions
• Video Clicks
• Chrome Conversions
• Data Costs
• Art Fee
• DCM Hosting Fee
• CC Fee
• Foot Traffic Fee
• Contextual Fee
• Chalice Fee

Overview

The ‘Path to Conversion’ report provides data on IP conversions and impressions served to users who later converted. It shows the complete journey from an impression view to the conversion action on your website, helping you understand how impressions influence conversions over time.

Key Columns:

• Impression Time: Indicates when the impression was served to a user who later visited or converted on the site where the pixel is placed. The total number of ‘imp_times’ shows how many impressions were served to users who then converted, corresponding to the ‘Attributed Imps’ field in the IP Conversion Pixel metrics under the Advertiser.
• Conversion Time: Shows the time the conversion or action occurred. The total number of unique ‘conv_times’ represents the total number of conversions or visits driven by the campaign, corresponding to the ‘Total Convs’ field in the IP Conversion Pixel metrics under the Advertiser.

Lookback Window:

• By default, the IP conversion pixels use a 30-day lookback window. However, if you need to pull data with a custom lookback window, you can select a value up to 30 days from the ‘Lookback Window’ dropdown.

Create an IP Conversion Pixel: Path to Conversion Report

1. Navigate to the Reporting tab and open the Custom Reporting dropdown section.
2. Click ‘New Custom Report’.
3. Select ‘IP Conversion Pixel: Path to Conversion’ as the Type.
4. Fill out the required report details.
5. Click ‘Save’.
6. Expand the Custom Reporting dropdown section and click the ‘Download’ button next to the name of your custom report.
   • If Scheduled Automated Reports were selected, the report will be delivered via your chosen delivery method.

Below are the customizations available when creating the report:

• Name: Enter a title for your report.
• Schedule Automated Report: Choose this option to have the report sent to you on regular intervals. See the section for setup details Scheduled Reports
• Advertiser ID: Select the Advertiser IDs that you would like to include in your report. By default, all Advertisers are included.
• Campaign ID: Select the Campaign IDs that you would like to include in your report. By default, all Campaigns under the selected Advertisers are included.
• Line ID: Select the Line IDs that you would like to include in your report. By default, all Lines under the selected Advertisers and Campaigns are included.
• Pixel ID: Select the Pixel IDs that you would like to include in your report. By default, all Pixels are included.
• Start Date: Define the start date for the report interval.
• End Date: Define the end date for the report interval.
• Type: Choose the type of report. See each section for more details on report types.
  • Custom Report
  • IP Conversion Pixel: Path to Conversion
  • IP Conversion Pixel: Page Visits
  • IP Conversion Pixel: Conversion Rate
  • Log Level Report
  • Reach/Frequency Report.
• Timezone: Select the timezone that the report will generate, such as Seat Time Zone, User Time Zone, UTC, etc.
• Lookback window: By default, the IP conversion pixels use a 30-day lookback window.
• Dimensions: Categorical values that define how data is grouped and segmented in reports, such as Campaign Name, Advertiser, and Impression Time.
• Metrics: Quantitative values that measure performance, such as fractional attribution.

Dimensions:

• Pixel ID
• Pixel Name
• Conversion Time
• Impression Time
• IP Address Truncated
• IP Address Hashed
• Home or Business
• Zip Code
• Site Domain
• Exchange
• Region/State Code
• User ID
• Advertiser ID
• Advertiser Name
• Line ID
• Line Name
• Device Type
• Creative ID
• Creative Name
• App Domain
• App Bundle
• App Name
• Order ID: Reporting on this field requires this value to be dynamically passed on the IP Pixel using the Order Value or Order ID parameters. Check the Order ID or Order Value boxes when creating the IP Pixel for further guidance.
• Order Value: Reporting on this field requires this value to be dynamically passed on the IP Pixel using the Order Value or Order ID parameters. Check the Order ID or Order Value boxes when creating the IP Pixel for further guidance.
• Deal Name
• Publisher Name
• Content Network
• Content Channel
• Content Series
• Content Title
• Content Genre
• Custom Variable 1
• Custom Variable 2
• Custom Variable 3
• Custom Variable 4
• Other Parameters
• Consumer ID
• Campaign ID
• Campaign Name
• Conversion Date
• Impression Date
• Operating System
• Browser
• User Agent
• Device Type Name
• Inventory Type

Metrics:

• Fractional Attribution: Assigns an evenly weighted conversion value to each impression event that leads to a conversion.

Overview

The IP Conversion Pixel: Page Visits report pulls data on page visits associated with the IP Conversion Pixel. It only includes visit data at the advertiser level and is not tied to specific lines. Each record in this report represents a user visiting your page, independent of any media served.

Create an IP Conversion Pixel: Page Visits Report:

1. Navigate to the Reporting Tab and open the Custom Reporting dropdown section.
2. Click ‘New Custom Report’.
3. Select ‘IP Conversion Pixel: Page Visits’ as the Type.
4. Fill out the required report details.
5. Click ‘Save’.
6. Expand the Custom Reporting dropdown section and click the ‘Download’ button associated with the name of your custom report.
   • If Scheduled Automated Reports were selected, the report will be accessible via your chosen delivery method.

Below are the customizations available when creating the report:

• Name: Enter a title for your report.
• Schedule Automated Report: Choose this option to have the report sent to you on regular intervals. See the section for setup details Scheduled Reports
• Advertiser ID: Select the Advertiser IDs that you would like to include in your report. By default, all Advertisers are included.
• Pixel ID: Select the Pixel IDs that you would like to include in your report. By default, all Pixels are included.
• Start Date: Define the start date for the report interval.
• End Date: Define the end date for the report interval.
• Type: Choose the type of report. See each section for more details on report types.
  • Custom Report
  • IP Conversion Pixel: Path to Conversion
  • IP Conversion Pixel: Page Visits
  • IP Conversion Pixel: Conversion Rate
  • Log Level Report
  • Reach/Frequency Report.
• Timezone: Select the timezone that the report will generate, such as Seat Time Zone, User Time Zone, UTC, etc.
• Dimensions: Categorical values that define how data is grouped and segmented in reports, such as Campaign Name, Advertiser, and Impression Time.

Dimensions:

• Pixel ID
• Pixel Name
• Conversion Time
• Impression Time
• IP Address Truncated
• IP Address Hashed
• Home or Business
• Zip Code
• Region/State Code
• Advertiser ID
• Date
• Custom Variable 1
• Custom Variable 2
• Custom Variable 3
• Custom Variable 4
• Other Parameters
• Order ID: Reporting on this field requires this value to be dynamically passed on the IP Pixel using the Order Value or Order ID parameters. Check the Order ID or Order Value boxes when creating the IP Pixel for further guidance.
• Order Value: Reporting on this field requires this value to be dynamically passed on the IP Pixel using the Order Value or Order ID parameters. Check the Order ID or Order Value boxes when creating the IP Pixel for further guidance.
• Consumer ID

Overview

The ‘Conversion Rate Report’ helps track the effectiveness of your ads by analyzing conversion rates day over day. To calculate the conversion rate for each day, divide ‘Conversions’ by ‘Imps’.

The conversion metric in this report matches the UI metrics when the ‘Line’ dimension is included. When this dimension is selected, conversions are not de-duplicated across line items. For example, if a user sees ads from two Lines under the same Campaign and completes one purchase, this will count as a conversion for both Line Items, and the Campaign will show two conversions.

For unique conversions across an advertiser or campaign, you can run a custom ‘IP Conversion Rate’ report without selecting the ‘Line ID’ dimension. This report will show unique conversions on the selected date(s). For unique conversions across a campaign flight, run the ‘IP Path to Conversion Report’ and de-duplicate the hashed IP address across all dates.

Create an IP Conversion Pixel: Conversion Rate Report

1. Navigate to the Reporting tab and open the Custom Reporting dropdown section.
2. Click ‘New Custom Report’.
3. Select ‘IP Conversion Pixel: Conversion Rate’ as the Type.
4. Fill out the required report details.
5. Click ‘Save’.
6. Expand the Custom Reporting dropdown section and click the ‘Download’ button next to the name of your custom report.
   • If Scheduled Automated Reports were selected, the report will be delivered via your chosen delivery method.

Below are the customizations available when creating the report:

• Name: Enter a title for your report.
• Schedule Automated Report: Choose this option to have the report sent to you on regular intervals. See the section for setup details Scheduled Reports
• Advertiser ID: Select the Advertiser IDs that you would like to include in your report. By default, all Advertisers are included.
• Campaign ID: Select the Campaign IDs that you would like to include in your report. By default, all Campaigns under the selected Advertisers are included.
• Line ID: Select the Line IDs that you would like to include in your report. By default, all Lines under the selected Advertisers and Campaigns are included.
• Pixel ID: Select the Pixel IDs that you would like to include in your report. By default, all Pixels are included.
• Start Date: Define the start date for the report interval.
• End Date: Define the end date for the report interval.
• Type: Choose the type of report. See each section for more details on report types.
  • Custom Report
  • IP Conversion Pixel: Path to Conversion
  • IP Conversion Pixel: Page Visits
  • IP Conversion Pixel: Conversion Rate
  • Log Level Report
  • Reach/Frequency Report.
• Timezone: Select the timezone that the report will generate, such as Seat Time Zone, User Time Zone, UTC, etc.
• Lookback window: By default, the IP conversion pixels use a 30-day lookback window.
• Dimensions: Categorical values that define how data is grouped and segmented in reports, such as Line ID and Line Name.

Overview

Log level reporting provides advertisers with detailed bid request data for purchased inventory, with IP addresses and IFAs encrypted for privacy. Reports are delivered daily in UTC for the previous day’s activity. The user time zone offset is included in these reports and can be utilized to adjust the report time zone if needed. To receive log level reports, you must have either an AWS or Google Cloud account and have a scheduled report configured for delivery to s3 or Google Storage. Additionally, certain bid request fields contain numerical values that correspond to specific descriptions. The tables below provide mappings for device type, device connection type, geo type, video placement, video start delay, video protocol, and livestream values. For additional information can be found regarding the fields in the bid requests and bid responses in the Open RTB Specs. For bcat, refer to page 39, section 5.1 for a list of all IAB content categories.

Device Type

Device Connection Type

Geo Type

Video Placement

Video Start Delay

Video Protocol

Livestream

Create a Log Level Report:

1. Navigate to the Reporting tab and open the Custom Reporting dropdown section.
2. Click ‘New Custom Report’.
3. Select ‘Log Level’ as the Type.
4. Fill out the required report details.
5. Click ‘Save’.
6. To receive log level reports you must have either an AWS or Google Cloud account and have a scheduled report configured for delivery to s3 or Google Storage.

Below are the fields available to select when creating the report:

• exchange: The SSP through which the auction or ad request is processed (e.g., Magnite, Index, etc).
• auction_id: A unique identifier for the auction event, used to track the auction’s lifecycle.
• imp_id: The impression id with in the context of the bid reques (several requests are sometimes sent at once)
• imp_tagid: A unique identifier for the specific ad tag used to serve the impression.
• imp_bidfloor: The minimum bid price set for the impression during the auction.
• imp_bidfloorcur: The currency of the bid floor for the impression (e.g., USD, EUR).
• seat_id: A unique identifier for the demand-side platform (DSP) or seat participating in the auction.
• advertiser_id: A unique identifier for the advertiser in the ad ecosystem.
• advertiser_code: A code associated with the advertiser for identification within the system.
• campaign_id: A unique identifier for the specific advertising campaign.
• campaign_code: A code used to identify and track the campaign.
• line_id: A unique identifier for the line item within the campaign.
• line_code: A code associated with the line item, often used for internal line management.
• creative_id: A unique identifier for the creative or ad asset being served.
• bid_price_millicents: The price the bidder is willing to pay for the impression, represented in millicents (1/1000 of a cent).
• win_price_millicents: The price at which the impression was won, represented in millicents.
• bid_timestamp: The timestamp indicating when the bid was placed in the auction.
• win_timestamp: The timestamp indicating when the impression was won.
• imp_timestamp: The timestamp indicating when the impression was served or displayed.
• source_fd: Entity responsible for the final impression sale decision, where 0 = exchange, 1 = upstream source.
• source_pchain: A chain or path of the sources involved in the bidding process for an impression.
• creative_type: The type of creative, such as a display ad, video ad, audio ad, etc.
• creative_categories: The IAB categories associated with the creative (e.g., “Comedy”, “Lifestyle”).
• creative_duration: The duration of the creative (e.g., in seconds for an audio or video ad).
• creative_domain: The domain that represents the brands website.
• width: The width of the ad, typically for display or video creatives, in pixels.
• height: The height of the ad, typically for display or video creatives, in pixels.
• video_placement: placement type as specified in the open rtb 2.5 docs. 1:In-Stream, 2: In-Banner,3: In-Article,4: In-Feed,5: Interstitial/Slider/Floating
• video_startdelay: Where in the feed the video plays . Specified in the open RTB 2.5 docs in the start delay section.
• video_protocols: The vast protocol used for the imporessoin. Specified in the “Protocols” section in the open rtb 2.5 docs.
• device_type: Integer that indicates the  type of device used to view the ad (e.g., mobile, tablet, desktop). Specified in the open RTB 2.5 docs in the section “Device type”
• device_connectiontype: The type of internet connection used by the device (e.g., Wi-Fi, 4G, 5G). Specified in the open RTB 2.5 docs in the section “Connection type”
• device_ifa: A unique identifier for the device used for advertising purposes (e.g., Apple’s IDFA or Android’s AAID), hashed for privacy.
• device_make: The manufacturer or brand of the device (e.g., Apple, Samsung).
• device_model: The model of the device (e.g., iPhone 13, Galaxy S21).
• geo_country: The country of the user or device (e.g., US, Canada).
• geo_region: The region or state where the user or device is located.
• geo_zip: The postal or ZIP code of the user or device.
• geo_metro: The metropolitan area the user or device is located in.
• geo_lat: The latitude of the user’s or device’s location.
• geo_long: The longitude of the user’s or device’s location.
• utc_offset: The difference between the local time and UTC time, used for time-based targeting.
• geo_type: integer indicating how the geographic information was determined. This is specified in the open rtb 2.5 docs under “Location Type”
• geo_ipservice: An identifier for the service used to determine the geographic location based on the IP address.
• ip: The IP address of the user or device (sometimes anonymized for privacy).
• ip_hashed: The hashed version of the IP address for privacy.
• device_language: The language setting of the device (e.g., “en-US” for English – United States).
• os: The operating system running on the device (e.g., iOS, Android).
• os_version: The version of the operating system (e.g., iOS 14.4).
• hw_version: The hardware version of the device, identifying the physical capabilities (e.g., model revision).
• auction_type: The type of auction being used (e.g., first-price, second-price auction).
• bcat: Blocked iab categories as specified by the publisher. The categories can be found in the open rtb 2.5 docs.
• currency: The currency used in the ad transaction (e.g., USD, EUR).
• user_agent: The user agent string sent by the browser or app, identifying the device and software.
• browser: The browser used by the device to interact with the content (e.g., Chrome, Safari).
• site_domain: The domain name of the website where the ad is being displayed.
• app_bundle: The unique bundle ID of the mobile app where the ad is served.
• app_id: The unique identifier for the mobile app.
• app_domain: The domain of the site representing the app.
• app_name: The name of the mobile app.
• app_cat: The IAB category of the mobile app.
• app_storeurl: The URL link to the app’s store page (e.g., Google Play Store or Apple App Store).
• content_id: A unique identifier for the specific audio or video content being served.
• content_livestream: Indicates if the content is part of a live stream (1 = live stream, 0 = not).
• content_context: Additional context or metadata about the content (e.g., episode, special).
• content_len: The length of the content (in seconds).
• content_genre: The genre of the content (e.g., comedy, music, news).
• content_episode: The specific episode number or identifier if the content is episodic (e.g., podcast episode).
• content_season: The season number if the content is part of a series.
• content_title: The title of the content (e.g., the name of the podcast episode, song, or show).
• content_series: The broader series name or identifier for episodic content.
• content_url: The URL where the content can be accessed or streamed.
• content_cat: The category of the content (e.g., “music”, “talk show”, “news”).
• content_network: The network that distributes the content.
• content_channel: The specific channel through which the content is served.
• content_contentrating: The content rating (e.g., PG, R, suitable for children, etc.).
• content_producer_name: The name of the producer or creator of the content.
• publisher_id: A unique identifier for the publisher or content provider.
• publisher_name: The name of the publisher or content provider.
• publisher_domain: The domain of the publisher’s website or content platform.
• private_auction: Indicates whether the auction is private (1 = private, 0 = public).
• deal_id: A unique identifier for the specific deal in a private auction.
• deal_at: bid type for the deal (first or second price).
• deal_bidfloor: The bid floor set for the deal in the private auction.
• deal_bidfloorcur: The currency of the bid floor in the deal (e.g., USD, EUR).
• data_cost: The cost of the data used for the campaign.
• revenue: The total revenue generated from the ad.
• total_cost: The total cost incurred in serving the ad.
• fees: Fees associated with the ad transaction (e.g., platform or network fees).
• chrome_conv: Conversion data specific to Chrome browser users (if applicable).
• conv_pix_id: A unique identifier for the conversion pixel used to track the ad’s performance.
• site_page: The specific page on the website where the ad was displayed.
• foot_traffic_fee: Fees associated with generating foot traffic via the ad campaign.
• data_comm: Commissions associated with data use or sharing in the campaign.
• art_fee: Fees related to usage of ART custom audiences.
• contextual_fee: Fees related to contextual targeting.
• dcm_hosting_fee: Fees associated with hosting the ad via google’s ad server.
• cc_fee: Credit card fees for processing transactions related to the campaign.
• chalice_fee: Fees associated with Chalice (a platform or service used for campaign tracking or delivery).
• campaign_name: The name of the campaign being tracked.
• line_name: The name of the specific line item within the campaign.
• creative_name: The name of the specific creative or ad asset used in the campaign.
• advertiser_name: The name of the advertiser running the campaign.

Download the CTV log level report schema for a full list of available fields.

Overview

The Reach/Frequency Report provides insights into the number of unique users reached by a campaign. Select the Advertisers, Campaigns, Lines, and Date Range to generate the report, which includes the following metrics:

• Unique Device IDs (IFAs)
• Unique IP Addresses
• Impressions Served

Estimate frequency by dividing total impressions served by either unique device IDs or unique IP addresses.

Create a Reach/Frequency Report:

1. Navigate to the Reporting Tab and open the Custom Reporting dropdown section.
2. Click ‘New Custom Report’.
3. Select ‘Reach/Frequency’ as the Type.
4. Fill out the required report details.
5. Click ‘Save’.
6. Expand the Custom Reporting dropdown section and click the ‘Download’ button associated with the name of your custom report.
   • If Scheduled Automated Reports were selected, the report will be accessible via your chosen delivery method.

Below are the customizations available when creating the report:

• Name: Enter a title for your report.
• Schedule Automated Report: Choose this option to have the report sent to you on regular intervals. See the section for setup details Scheduled Reports
• Advertiser ID: Select the Advertiser IDs that you would like to include in your report. By default, all Advertisers are included.
• Pixel ID: Select the Pixel IDs that you would like to include in your report. By default, all Pixels are included.
• Start Date: Define the start date for the report interval.
• End Date: Define the end date for the report interval.
• Type: Choose the type of report. See each section for more details on report types.
  • Custom Report
  • IP Conversion Pixel: Path to Conversion
  • IP Conversion Pixel: Page Visits
  • IP Conversion Pixel: Conversion Rate
  • Log Level Report
  • Reach/Frequency Report.
• Timezone: Select the timezone that the report will generate, such as Seat Time Zone, User Time Zone, UTC, etc.
• Dimensions: Categorical values that define how data is grouped and segmented in reports, such as Campaign Name, Advertiser ID, and Line ID.

Dimensions:

• Advertiser ID
• Advertiser Name
• Campaign ID
• Campaign Name
• Line ID
• Line Name

Pontiac IP Conversions

With the Pontiac pixel, a client can place this on their website and attribute online actions (browsing a page, loading the shopping cart, purchases) to CTV campaigns run through the Pontiac platform. Pontiac IP Conversion Pixels are a proprietary and privacy safe attribution solution that utilizes the user’s IP Address to track website traffic and online purchases driven by your campaigns.

To create a new pixel, enter the Pontiac platform and create or open an Advertiser. Once inside the Advertiser, click the ‘New Pixel’ button and enter a name for the pixel. Wait for 30-60 seconds for the pixel to generate, then click back on the name of the pixel to view the code. Both an image version and a script version of the pixel will generate. The format required may depend on the configuration of the website where the pixel will be placed. The pixel should be placed directly in the source code in the header or the body, then associate it to the Line Item where you wish to track conversions.

If you wish to track an action such as purchase, this pixel should be placed on the page the user will see once the transaction is completed, ie. the ‘Thank you’ page. If you want to register any website visit as a conversion (ie. a user that sees your CTV ad, then goes to your homepage), you can place the pixel in the header to fire on all pages, or one specific page you wish to measure.

IP conversion pixels have a standard lookback of 30 days in the metrics under the Advertiser. This means that the user must complete the desired action within 30 days of seeing the ad for it to count as a conversion. If you would like to pull reporting with a custom lookback window, this can be done in Custom Reporting using the IP Conversion Custom Report. You can select from ‘5’, ‘7’, ’15’ or ’30’ day as the lookback.

For metrics in the Advertiser and Campaign screens, a conversion will be attributed to each Line Item that contributed to the action. For example, if a user sees an ad from 2 lines under a campaign and then completes one purchase, this will be counted as a conversion attributed to both Line Items, appearing as 2 conversions on the Campaign when aggregated.

If you would like to see unique conversions under an advertiser or campaign, you can run a custom ‘IP Conversion Rate’ report without selecting the ‘Line ID’ dimension. These are uniques on the selected dates. For uniques across a campaign flight, run an ‘IP Path to Conversion Report’ and de-duplicate the hashed IP address across all dates.

Query String Parameters

Client IP is a parameter that can be used to pass the IP address seen by your website for the visitor when the pixel loads. This parameter should be used when the pixel is placed in a container or in any case where the IP that would be registered by the pixel would be inaccurate. For loads where Client IP is present, this will be used in attribution and reporting.

To track Order ID, Order Value, and Customer ID using this pixel, select the boxes for these values once the pixel has generated. This will add the parameters and placeholders for the values to the pixel. Work with your web developer to dynamically replace these placeholders with the intended values. These values can then be pulled in Custom Reporting to gather additional insight about conversions driven by your campaigns & optimize towards ROAS.

Google Privacy Sandbox: Chrome Conversions

Through integration with the Google Privacy Sandbox, Pontiac pixels can also be used to track cookieless conversions that occur in Chrome browsers for online video campaigns. To activate with the Google Privacy Sandbox, the advertiser in the Pontiac platform will need to be created with the website where conversions will be tracked in the ‘Advertiser Domain’ field. On the Pontiac pixel, check the ‘Track Chrome Conversions’ check box. This pixel should then be placed on the Advertiser’s website where the conversion event will take place. For example, this could be the ‘thank you’ page the user will land on after a purchase.

Foot Traffic Attribution is a conversion tracking feature powered by OnSpot, enabling advertisers to measure how many users were served an ad through Pontiac and then visited a tracked commercial location. This is achieved by leveraging Mobile Advertising IDs and GPS data from mobile devices.

How It Works

• Mobile Attribution: OnSpot registers users who were served your ad and whose mobile device was later detected at the tracked location.
• CTV Household Extension: For CTV campaigns, household extension technology links TVs, desktops, and laptops to mobile devices using IP addresses, allowing mobile GPS data to attribute visits from the same household.
• Currently only available in the United States.
• Each Line Item can track up to 200 locations.

Setup & Availability

• Availability: Foot Traffic Reporting is currently available only in the United States.
• Tracking Limits: Each Line Item can track up to 200 locations.
• Setup in Pontiac:
  1. Enable Foot Traffic Attribution by checking the ‘Enable Foot Traffic’ box when setting up a Line Item.
  2. Under the ‘Foot Traffic Reporting’ section, click ‘Add Location’ to specify the locations to track.
     • See the following documentation for more detail on the methods of adding locations: Line Foot Traffic Reporting
     • Pricing: A $4.00 fee is added to CTV Line Items with Foot Traffic enabled.
• Download Report:
  1. Navigate to the Reporting tab and open the Foot Traffic Studies section.
  2. Find the desired date and click the associated Download or Download All buttons to retrieve the report.
     • Foot Traffic Reports will generate daily with a 5 day delay. For example, if the report for visits that occurred on the 1/15 the report will generate on 1/20.

The following metrics are included in the report:

• Date: The specific date for which the data is recorded.
• Line ID: The unique identifier assigned to the Line.
• Line Name: The name of the Line associated with the Campaign.
• Campaign ID: The unique identifier assigned to the Campaign.
• Campaign Name: The name of the Campaign associated with the Line.
• Location ID: Unique identifier assigned to the Location.
• Location Name: The name assigned to the Location.
• Daily Visitors: The number of total visitors recorded at this location on the report’s date. This is used to indicate if the address entered is correct and tracking visitors. If 0 visitors are seen at this location, there may be an issue. Contact your Account Manager for more information or for assistance with locations displaying 0 visitors.
• Attributed Visitors: The number of users who were served an ad from this Campaign and subsequently visited this location on the report’s date.

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.

Metrics

At the Advertiser level, IP Conversion metrics will include conversions from ALL Line Items under this Advertiser, even if the pixel was not associated to the Line. If the pixel is associated to a Line Item, you can see metrics for that Line Item by opening the Line. Detailed reporting can be pulled in the Reporting tab under Custom Reports.

IP conversion pixels have a standard lookback of 30 days in the metrics under the Advertiser. This means that the user must complete the desired action within 30 days of seeing the ad for it to count as a conversion. If you would like to pull reporting with a custom lookback window, this can be done in Custom Reporting using the IP Conversion Custom Report. You can select from ‘5’, ‘7’, ’15’ or ’30’ day as the lookback.

• Attributed Imps: The number of impressions served by a Line Item under the Advertiser to users that then converted.
• Total Convs: The number of conversions, or unique actions that were driven by all Line Items under the Advertiser. A conversion event will be defined according to the pixel placement. For example, if the pixel is placed on all web pages, a conversion event would equal a page visit. If the pixel is placed on the ‘Thank you’ page after a purchase, then a conversion event would equal a purchase.
• Total Loads: The Loads will indicate the number of times the pixel has fired on the page. This is the number of users that have visited the page in the selected time interval regardless if the Line Item drove the conversion. If the pixel is showing 0 loads, this may indicate the pixel is not properly placed or firing correctly.
• Uniques: The total number of unique visitors (loads) to the web page where the pixel is placed in the reporting interval selected.

To pull additional metrics or information from your IP Conversion Pixel, see here: Custom Reporting

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

Client IP is a parameter that can be used to pass the IP address seen by your website for the visitor when the pixel loads. This parameter should be used when the pixel is placed in a container or in any case where the IP that would be registered by the pixel would be inaccurate. For loads where Client IP is present, this will be used in attribution and reporting.

To track Order ID, Order Value, and Customer ID using this pixel, select the boxes for these values once the pixel has generated. This will add the parameters and placeholders for the values to the pixel. Work with your web developer to dynamically replace these placeholders with the intended values. These values can then be pulled in Custom Reporting to gather additional insight about conversions driven by your campaigns & optimize towards ROAS.

Through integration with the Google Privacy Sandbox, Pontiac pixels can also be used to track cookieless conversions that occur in Chrome browsers for online video campaigns. To activate with the Google Privacy Sandbox, the advertiser in the Pontiac platform will need to be created with the website where conversions will be tracked in the ‘Advertiser Domain’ field. On the Pontiac pixel, check the ‘Track Chrome Conversions’ check box. This pixel should then be placed on the Advertiser’s website where the conversion event will take place. For example, this could be the ‘thank you’ page the user will land on after a purchase.

Creatives can be uploaded in the Advertiser details screen by selecting the ‘New Creative’ button. At this time the platform supports Video VAST tags from reputable Ad Servers, First-party Videos, and Ad Server Audio Tags. If you do not have access to an ad server to create VAST tags, Pontiac Bidder (CTV) offers hosting services at an additional charge via DCM. This $1.00 CPM fee is applied to the Line Item for each impression served with the first party video and is a part of the total line and campaign budgets. Reach out through the Help Center for more information.

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’.

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

Please thoroughly review all Creative Policies before uploading Creative. All Creative units uploaded will be subject to the Pontiac Intelligence creative audit process as well as any additional SSP, publisher, media owner or other creative approval processes that may apply in the acquisition of ad space.

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.  If at any point your ad tags are flagged as malicious, your account balance will be forfeited to Pontiac and will not be refundable.

In addition to Pontiac Intelligence’s content policies, certain sellers have additional policies that apply to buyers of those sellers’ inventory and certain data providers have additional policies that apply to buyers of those data providers’ data. Pontiac Intelligence clients wishing to purchase such inventory or data are responsible for understanding and adhering to any such additional policies. Pontiac shall have no liability or responsibility of any kind if a third-party declines to serve any Ads proposed by a Pontiac user, regardless of whether the ads meet the Pontiac Ad Standards or are approved by Pontiac, and users agree to indemnify and hold harmless Pontiac from any losses arising from a third-party’s decision not to serve a user’s ads. 

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
     • Note that Pontiac applies a $1.00 CPM charge for videos which are uploaded and served (‘First Party Video’) from the Pontiac Bidder (CTV platform). This fee is applied to the Line Item for each impression served with the first party video and is a part of the total line and campaign budgets.
   • Ad Server Tag Audio
5. Set the Duration: Choose from 5, 10, 15, 30, 45, 60, 75, or 90 seconds.
   • Note, while rotating tags are allowed, the ads within the tag should not contain different durations. For the bidder, to correctly target and serve the ads in impressions where the Creative meets the criteria of the ad slot, the duration selected in upload must match the duration of the Creative.
6. Assign Weight: Set a value between 1 and 10.
   • The creative weight setting will allow you to customize the amount of a Campaign or Line budget that will be allocated to each Creative associated. If the weights are equal across all Creatives, then the ads will rotate evenly among Creatives of the same duration. For creatives with distinct durations, Creatives will serve according to available impressions for each duration.
7. Input Creative Assets: Video, Audio, or Click URL.
   • VAST URL
     • Enter the VAST URL for the Ad. VAST versions 2, 3 and 4 are currently accepted. For full Creative specs, see here: Creative Specs
     • Creative macros can be added to your tag here to dynamically pass back information for each impression served, for all supported Creative macros see here: Creative Macros
8. Select Creative Sizes.
   • Automatically Detect Sizes
     • Automatically Detect Sizes will scan the tag entered & automatically pull up any sizes available for this Creative. If a specific size is not being detected on your tag, you may need to go into the ad server where the tag was created and add the size.
     • If new sizes are added to a tag after it has previously been saved to Pontiac, these new sizes will not be automatically added to the Creative. You must open the Creative and click ‘Save’ once the new sizes are detected in order to implement the sizes for the tag. New sizes that are detected, but have not been saved yet, will be highlighted in yellow.
   • Manually Set Sizes
     • If you would like to manually add sizes for the tag instead of automatically adding them, select ‘Manually Set Sizes’, and the sizes can then be selected from the size dropdown. For CTV, the recommended dimensions are 1920×1080 and 1280×720. While other sizes can be used, the majority of inventory available is for these two sizes and not including these sizes may limit Campaign scale.
9. Option to enable ‘Serve to all sizes with similar aspect ratio’:
   • A checkbox in the creative upload window that enables the campaign to bid on impressions where the size is not selected/present on the tag but has the same aspect ratio as the sizes included. Note, creatives can scale down to smaller sizes, but will not scale to higher resolutions. The aspect ratios for included assets are visible in the creative specs tab. For example, if your creative includes 1920×1080 (1.78:1), then if this checkbox is applied the creative could also serve in ad slots that require 1280×720 (1.78:1), 640×360 (1.78:1) etc, without including media files in the tag for these sizes.
10. Click ‘Save’.

1×1 third party impression trackers can be added to creatives in Pontiac on upload or in the edit screen. Under the ‘Tracker’ tab in the creative window, click ‘Add New Tracker’ to enter the third party tracking URL.

See Creative Macros for supported marcos that can be used to pass aditional information when the tracker fires.

Third Party Click Trackers

Click trackers should be configured in your ad server as the click URL for the creative. See Creative Macros for supported macros that can be used to pass additional information when the tracker fires.

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.

Flight dates can be applied on each creative to easily schedule and facilitate creative swaps on a Line or Campaign. For example, if you have a new creative for each week of a Campaign, you can associate all of the creatives to the Campaign, and set flight dates accordingly so that you do not have to edit the Campaign and swap creatives each week. The creative will only be eligible to serve during the date intervals selected unless the creative is set to ‘Always On’, in which case it will be eligible to serve whenever it is assigned to a Line or creative with current flight dates.

In the creative upload or edit window, under the ‘Flights’ tab, you can change the creative dates setting to ‘Flights’ then configure the dates when you would like the creative to serve. To add multiple flights, select the ‘Add Flight’ button.

To remove a flight, click the red circle next to the selected dates. If a creative is switched from ‘Flights’ to ‘Always On’, all existing flights will be removed.

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

CTV

OTT

VPAID is not supported for OTT placements, and FLV, WebM and VPAID media types will not be eligible to serve on OTT inventory.

Hosted Video

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

Open Exchange Audio

Spotify Audio File

Specs may vary by publisher & media owner. Sample bid requests that contain the min & max duration, bit rate and other creative requirements can be found in the CTV Landscape report by Deal. Click on the Deal name to review this information for 50 sample impressions.

At this time all creatives are required to be uploaded as VAST tags. If you do not have access to an ad server to host your creatives, Pontiac offers hosting via DCM at an additional cost. Reach out via the Help Center for more information.

Creative Rotation on Tags

Tags uploaded to the platform may rotate creatives, however, each creative within the tag should contain the same creative duration, creative resolution and brand. Creatives that improperly rotate brand, resolution or duration will be rejected in the audit.

Ad Tags

Tags uploaded to the Pontiac platform must not rotate brands or advertisers. Tags may rotate through various ads for the SAME brand, but all creative attributes (size, duration, brand), must be the same for all versions of the creative.

We automatically search each tag for malicious activity (including for malware and other viruses that can be distributed through ad tags), but you are solely responsible for any tags that you upload or any damage that they cause. If at any point your ad tags are flagged as malicious, your account will be suspended pending an investigation and the remaining account balance will be forfeited to Pontiac and will not be refundable.

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

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. 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 ‘pending’ audit, a green check box for ‘approved’, 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.

In the Creative audit process, all ad units uploaded to the Pontiac platform will be assigned an IAB category and a brand using the Advertiser’s web domain or click URL if applicable. Both parameters are used by the publishers in the bid request to control the types of ads.

The IAB category assigned to your creative can be found by clicking on the creative name to open the creative details window. This field is displayed below the creative in the ‘Creative Category’ field:

These categories come from the Open RTB Specs, that can be found here in table 5.1 ‘Content Categories’: Open RTB Specs v2.5

If you believe the incorrect IAB category has been assigned to your creative, create a ticket in the Help Center for assistance.

Creatives that are flagged as ‘Sensitive’ will display a green triangle in the ‘Audit status’ column. Hover over this symbol to review the sensitive category the creative was assigned to. You can also see the category and sensitive attributes by opening the creative window. These are also displayed under the preview of the creative:

Sensitive creatives will only be allowed to run on the platform through the open exchange and on deals that explicitly accept content in the specified sensitive category. In the ‘Deals’ section of the ‘Inventory tab’ there is a column that lists sensitive categories that are accepted on each deal.

For inquiries regarding inventory that may be available for a sensitive category, reach out to our team through the Help Center.

The following sensitive categories are allowed on the Pontiac platform, but ads will be restricted to deals, exchanges, and publishers or venues that have explicitly approved this content. Pontiac makes no guarantee that inventory will be available for any of the following categories or that creatives will be approved by SSP or publisher partners. As a platform user, it is your sole responsibility to ensure compliance with all applicable local and national laws, restrictions, or regulations, including licensing and/or registration and targeting requirements in each market where the content is serving.

• Political
• Gambling
• Religion
• Pharma
• Alcohol
• Adult content
• Cannabis, CBD & hemp
• Tobacco vaping & smoking products
• Firearms & weapons

Political and Gambling advertisements will require additional documentation as prompted within the platform.

Political creatives will only be allowed to run on the platform through deals that explicitly accept political content. Depending on the Partner or Publishers, there may also be additional creative approval processes in order to run on these deals.

This information can be found in the ‘Deals’ section of the Inventory Tab. Deals that allow political content will have ‘Political’ listed in the ‘Permitted Sensitive Categories’. If additional publisher approvals are required, this will be noted in the ‘Publisher Approval Required’ field. To request publisher approval for a deal, reach out through the Help Center.

All Political Creatives must run under an Advertiser with the ‘Political’ box checked and the disclosure form completed. If the disclosure form has not been filled out and a creative is marked as political in the audit, the Advertiser and all associated Campaigns will be disabled until the required information has been entered.

Pontiac Intelligence permits political advertising on CTV platform (advertising relating to elections, ballot initiatives, or political candidates) in the United States, but requires that such advertising comply with applicable law. We also require that you certify certain information about the ads and the political organization that purchased them for certain political advertising on the state or local level, as legally required.

All necessary information must be entered directly into the Pontiac platform.  The platform will guide you through a series of questions.  The below exemplifies the nature of the information that must be provided, but is subject to change.  Failure to supply all applicable information into the platform could prevent your ads from serving.

1. Are you in any way running ads related to an election, ballot initiative, or political candidate in the United States?  If yes, please complete a and b below.
   1. I certify that all such advertising has been paid for, or will be paid for, with funds from financial institutions in the same country and currency where the election, ballot initiative, or campaign for political candidate is being held.
      1. Yes:_____.     NO:_____
   2. I am unaware of any portion of the payment being provided by foreign nationals or foreign principals organized under the laws of a foreign country or having their principal place of business in a foreign country.
      1. I am unaware:_______     I can Confirm:________

• Does your creative include a disclaimer stating who paid for the advertisement and whether it was authorized by the relevant candidate or paid for by an independent expenditure committee?
  • Yes:_____   If Yes is checked, continue to question 3.
  • No: _____   , If No is checked, stop here. All creatives of political nature require this disclaimer, so please go back and adjust the creatives to clearly include this disclaimer
• Is your campaign running at the Local/State or Federal Level?
  • State/Local _____: If checked, continue to question 4.
  • Federal_____: If only Federal politics are involved, please move to question 5.
  • Both_____:      If Both are involved, move to Question 4.
• Is your State/Local campaign running in California, Illinois, Maryland, Nevada, New Jersey, New Jersey, Virginia, or Washington?  If Yes, please Fill out Sections a-g below in full.  If No, and you are running at the State/Local level OUTSIDE of one of these states, please complete a-g below with as much information as applicable.  If the information cannot be completed fill out the field with N/A.
  • US FEC ID:.                                                                                                                                 
  • Organization Name:.                                                                                                                        
  • Address (Address/City/State/Zip):.                                                                                             
    •                                                  
    •                                                  
    •                                                
  • Phone Number: .                                                                                          
  • Treasurer Name: .                                                                                
  • Subject of the Ad:.                                                            
  • Method of Payment: .                                                                            
• If your campaign is running at the Federal Level, provide your ID number issued by Federal Elections Committee.
  • US FEC ID:.                                                     .
• Is your campaign being paid for by an Independent Expenditure Committee, as defined as follows: a political committee that makes only independent expenditures; that is, it spends money on political communications that expressly advocate the election or defeat of a clearly identified candidate and does not coordinate with a candidate, a candidate’s authorized committee, or an agent of the candidate?
  • Yes:_____  If yes is checked, AND the campaign being run in New Jersey, or New York State, please attach the separate State Registration Form to the email along with this completed document.
  • No:_____  

The following content is prohibited across all Pontiac products. Any ad unit flagged under one of these categories will be blocked from serving on the platform and may result in account suspension or forfeiture.

• Profanity, Hate Speech or Defamatory Language
• Graphic or excessive violence
• Pornography, Nudity, Obscenities, or other ‘Adult’ Content
• Inappropriate content (at our discretion)
• Sale of, or instructions for creating, guns, bombs, ammunition, or weapons
• Discussing or promoting sale of federally illegal drugs, including marijuana, illegal pharmaceuticals, and other schedule 1 drugs.
• Malware, privacy and security violations
• Broken Ads or blank creative
• Enabling or Permitting Piracy
• Charging for government forms and services
• Misappropriation of Copyright, Trademark, Trade Secret, or Patent
• Executes or Downloads Files without User Interactions
• Causing degradation of site performance (ex: excessive animation, weight)
• Illegal Material or Content
• Misleading or sensationalized messaging, content, or images
• Pop ups or any ad or landing pages that spawn them.
• Content that intends to, or does, induce user action through misleading appearance or behavior, including, but not limited to, creatives that mimic video players, functional buttons, errors or warnings about viruses, missing codecs, and corrupt disks.
• Displaying fake errors to induce user action, or messaging that implies knowledge of a user’s computer or operating system.
• Creatives must not rotate brands or advertisers.
• The landing page must match brand of the advertisement.
• The landing page must contain a privacy policy.

All creatives uploaded to the CTV platform, and advertiser landing pages when applicable, are subject to the Pontiac audit process. This process may take up to 1 business day and Pontiac reserves the right to deny any creative, even if they are compliant with listed standards and policies. Any ads deemed malicious or inappropriate at Pontiac’s discretion will result in your account being suspended.

Some publishers require advertisers to complete an approval process before their inventory can be targeted. If a deal requires publisher approval, it will be indicated in the ‘Publisher Approval Required’ column within the Deals table under the Inventory tab.

Once a creative is approved for a specific publisher, it will be displayed in the ‘Approved for:’ field

Disney Approval Process

For all Disney-owned properties, including ESPN, Disney XP, Disney+, Hulu, ABC & more, an approval process is required before ads can run. This process involves two key steps:

1. Brand Safe-Listing
2. Creative QA conducted by the Disney team to ensure all assets meet the publisher’s specifications.

Ads that do not complete this process will not be allowed to run on these Disney-affiliated deals.

Before initiating the approval, please review the publisher’s specifications in detail and ensure that all tags and creatives fully comply with the stated requirements.

• ESPN: https://files.disneyadvertising.com/MediaKit/ESPN/espn_watch-espn-mid-roll.pdf
• Disney XP: https://files.disneyadvertising.com/MediaKit/Disney-XP/disney-xp_digital-video.pdf
• Disney+: https://files.disneyadvertising.com/MediaKit/Disney-Plus/disneyplus_video.pdf
• Hulu: https://hulu.disneyadvertising.com/ad-products/video-commercial/
• ABC: https://www.disneyadvertising.com/mediakit/abc-brands/

For more information, see Disney Company Ad Specifications page: https://www.disneyadvertising.com/mediakit/

To start the Disney approval process, reach out through the Help Center with the following information:

• Advertiser URL
• Advertiser Creative Asset
• Advertiser Tags
• Properties you want access to (Disney XP, ESPN, Hulu, etc.)

Publisher Blocked Categories

For each impression, there is a field called ‘b-cat’ (blocked categories) included in the request that allows the publisher to block creatives with content in certain IAB categories. If the IAB category assigned to your creative in the audit is included in the list of blocked categories, your ad will not be eligible to serve on that inventory. In the CTV landscape report, the request_bcat column can be found in the sample logs for each deal. While this is just a sample and blocked categories could vary for each impression, this provides insight into commonly blocked categories by Deal. If your creative category is blocked in all sample impressions, it is unlikely you will be able to run through the selected deal.

These categories come from the Open RTB Specs, that can be found here in table 5.1 ‘Content Categories’:

Open RTB Specs v2.5

Publisher Audits

Certain inventory or deals may require an additional publisher audit for each creative ad unit targeting that inventory. Creatives will not run through Deals that require a publisher audit until they have been approved for this inventory by the publisher and deal provider. For questions regarding the process for these audits, reach out through the Help Center.

Pontiac shall have no liability or responsibility of any kind if a third-party declines to serve any Ads proposed by a Pontiac user, regardless of whether the ads meet the Pontiac Ad Standards or are approved by Pontiac, and users agree to indemnify and hold harmless Pontiac from any losses arising from a third-party’s decision not to serve a user’s ads. 

The campaign, or Insertion Order, is used to organize a group of strategies for a set period of time under a single budget. For example, if your Advertiser is a Pet Supply Company, you may have multiple campaigns running at the same time for each product line – a campaign for dog food, and another for cat food. Under the campaign, line items can be set up to divide the full campaign budget into multiple strategies. For example, divide the dog food campaign budget into lines targeting different inventory targeting strategies or divide the cat food budget across multiple geo targets.

All campaigns must have at least 1 line item created under them, or they will not deliver impressions. The campaign object can control the budget of associated lines, but it does not execute the campaign spend.

For recommend Campaign setups, refer to the documentation: Best Practices

Campaign Fields

• Name: Give your Campaign a name.
• Code: The code field is a space that can be used to associate an external ID to your campaigns. This code can be pulled in reporting and allows users to easily tie all campaigns to salesforce IDs, client IO numbers, billing codes etc.
• Flight Dates: The start and end date of the campaign. The pacing time zone set on the campaign or line item will dictate the exact hour on the selected date that delivery will start or stop. For example, if end date is 1/31 and pacing time zone is EST, the campaign will stop delivering at 11:59:59 pm EST on that date.
• Budget Type: The budget can be set as a total impression goal or a total dollar amount. All associated lines will be budgeted using the budget type set at the campaign level.
• Budget: Input the budget value for your campaign.
• Daily Budget Cap: This is an optional field to set a cap on total daily spend or impressions for the campaign.
  • If ‘Manage Budgets’ 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 ‘Manage Budgets’ is not applied to the campaign and pacing time zone is controlled by the lines, the seat time zone will be used here.
  • When the daily budget cap is reached for the campaign, all lines under the campaign will stop bidding regardless of line budget and pacing. It is not recommended to enable catchup pacing if a daily budget cap is set as this may cause erratic behavior.
• Manage Budgets:
  • If ‘Manage Budgets’ is selected on the campaign, the budget entered at the campaign level will be controlling. The associated line items will inherit the same flight dates as the campaign and Line budgets will be applied as a weight. Changes to the campaign budget or flight dates will automatically update the Line flight dates & budgets accordingly.
  • If ‘Manage Budgets’ is not applied to a campaign, each line can have a dollar amount or impression budget assigned. Keep in mind your line budgets will not have to equal the campaign budget, so be sure to check the ‘Flight Checks’ section to verify that you have not over or under allocated budget to your lines. The flight dates for associated line items must be within the start and end date of the campaign, but do not have to run for the full campaign flight. Updates to campaign budget and dates will not change associated line settings.
  • Auto Pace: The auto pace feature can only be enabled when the campaign has ‘Manage Budgets’ applied. When ‘auto pace’ is turned on, the Pontiac platform will automatically adjust budgets across associated line items to manage pacing on the campaign. Set target allocations to divide the total campaign budget between each line item, then allow the system to optimize according to available impressions and real time delivery to pace towards the over-arching campaign goal.
• Manage Creatives: Creatives can be applied either on the campaign or on each individual line item. Creatives applied at the campaign level will be used for every associated line item. To apply creatives on the campaign level, select the ‘Manage Creatives’ box, then under the ‘Creatives’ section select ‘Associate Creatives’ to pick the ads that will be served on this campaign. For more information about creatives, see here: Creatives
• Manage Dayparts: The dayparts & daily pacing features can be applied either on the campaign level or the line item level. If the ‘Manage Dayparts’ box is checked these features will be enabled on the campaign and can be configured in the ‘Dayparts & Pacing’ section of the campaign. For more information on setting pacing & dayparts, see here: Pacing & Dayparts
• Manage Pixels: Conversion pixels can be associated on either the campaign level or the line item level. If the ‘Manage Pixels’ box is checked, the associate pixel feature will be enabled on the campaign. Any pixels associated to the campaign will then be used for attribution across all associated line items.
• Programmatic Guaranteed: Programmatic Guaranteed deals are a form of programmatic direct deal that are created between a publisher and one advertiser with a fixed rate and guaranteed volume of impressions. There is no auction and the advertiser is required to purchase all of the impressions coming through the deal id, all targeting must be applied on the supply-side.
  • If you have a programmatic guaranteed deal created for a campaign, this will need to be set up in Pontiac with the ‘Programmatic Guaranteed’ check box applied at the campaign level. This will restrict the targeting and capabilities at both the campaign and line level to respect the parameters of the deal configured with the publisher. The budget and flight dates can be set on the campaign in Pontiac, but these fields are only used for monitoring pacing and campaign progress – they will not be respected by the bidder. Flight dates and budget should be configured on the deal by the publisher.
• Enable Flights: Campaign Flights allow users to set different budgets for specific date ranges within the overall Campaign’s date range. This enables more granular control of pacing, spend, and scheduling, helping teams optimize delivery throughout a Campaign’s lifecycle.
  • If ‘Manage Budgets’ is enabled, in the Flights tab > Lines expandable section, users can filter by a selected flight and change the Budget Allocation Weight and Budget Multiplier by Line for each Flight.
  • If ‘Manage Budgets’ is not enabled, in the Flights tab > Lines expandable section, users can filter by a selected flight and change the Flight Budget manually based on impression or spend and Budget Multiplier by Line for each Flight.
  • Rollover Budgets: For each Campaign Flight, Rollover Budgets is an option to move any remaining budget over to another flight. There are two different rollover types:
    • Even: The remaining budget will rollover evenly across the other flights. For example, if remaining impressions are 100 and there are three more flights in the Campaign, then 33 would be rolled over to each flight.
    • Next Flight: The remaining budget will rollover to the next flight. In our above example, 100 impressions would rollover to the next flight and 0 impressions would get rollover to the last two flights.

Targeting on a Campaign

The Pacing & Dayparts, Frequency & Recency, Targeting, Creatives, Audiences, and Pixels sections of the Campaign can be used as additional filters for all Line Items associated. It is recommended to use these sections, only if the targeting parameters apply to ALL Line Items. For example, if all of your lines are using the same zip codes, these can be applied in the campaign targeting section instead of opening each individual line and entering them there. This is an extra layer of filtering applied to the line items under the campaign and an impression must meet all conditions for the targeting applied to both the line and campaign to be eligible.

As you may be aware, the Pontiac Origin portion of our platform is built over the Xandr Invest DSP, now owned by Microsoft. On May 13th, Microsoft announced they we’re sunsetting the Invest DSP on February 28th, 2026. We have already recommended all clients move any Online Video, CTV and Streaming Audio to the Pontiac Bidder. But, we will be rolling out Display and Native advertising as well by the end of Q3. This will give our clients all of Q4 to run tests and prepare for a migration in Q1 2026. We will keep you informed about how to test Display as it becomes available. If you need any assistance moving your Online Video, CTV or Streaming Audio to the bidder please reach out to your Account Executive or request help via the Help Center and someone will come to assist you.

Audio campaigns allow you to serve 15, 30, 45, 60, 75, or 90 second audio advertisements across a variety of audio
streaming services through Audio Deals. These include DAX, Magnite, and Triton (iHeart Media) as Pontiac’s current deal providers. Audio delivers a high engagement rate with CTRs between 0.7% -0.9% and over 1% when combined with remarketing. Audio ads are effective for creating brand awareness and driving traffic to sites.

Audio Setup

1. Select from our Deals or Create or Select a Deal List:
   • The first step in setting up a successful Audio campaign is to select the PMPs or ‘Deals’ that the Line will target.
   • Select them individually or create your own Deal List and target them on your Line.
   • For Audio Campaigns and Lines, select Deals with the Media Type ‘Audio’. To look through all Audio deals, go to the Inventory tab > Deals > and search audio. 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. Selecting many Deals will increase the ability of the Campaign and Line to scale.
   • If you would like to upload your own Negotiated Deal, reach out through the Help Center to get the deal available on your seat. Once available, you can target your own Negotiated Deal as well.
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 Audio Specs, see here: Creative Specs
   • The Creative will need to pass the Creative Audit which may take up to 24 hours.
3. Setup a Campaign:
   • The Campaign is used to organize a group of strategies for a set period of time under a single budget. All Campaigns must have at least 1 Line Item created underneath them, or they will not deliver impressions. The Campaign object can control the budget of associated Lines, but it does not execute the Campaign spend.
   • Targeting: The Targeting and Audience sections of the Campaign can be used as an additional filter for all Lines associated. It is recommended to use these sections, only if the targeting parameters apply to ALL Lines. For example, if all of your Lines are targeting the same Geos, these can be applied in the Campaign Targeting section instead of each individual Line. Note that an impression must meet ALL conditions for the targeting applied to both the Campaign and the Line to be eligible.
     • If using Deals, note that only the intersection of Campaign and Line Deals will be shown. Associate Deals to the Campaign and Line in the Targeting section at each level to set a custom bid for each selected Deal.
4. Setup a Line Item:
   • Under the Advertiser and Campaign, create your Line Item following these recommendations:
   • Inventory Type: Select In App, Web, or Combined
   • Start Date
   • End Date
   • Budget Type: Select Spend or Impressions.
   • Bid Type:
     • Deals: Select Advanced Bid Controls and input a Default Bid Price and Max Bid for each Deal associated to the Campaign and Lines. As mentioned above, only the intersection of Campaign and Line Deals will be shown. Associate Deals to the Campaign and Line in the Targeting section at each level to set a custom bid for each selected Deal. When new Deals are added to the Line and a custom bid is not set, the bid price will default to the value set in the Default Bid Price field on the Line.
     • Open Exchange: Basic Bid or Bid at Floor Price
   • Bid Pricing:
     • Deals: Often in the $18 – $25 range, dependent on deal.
       • 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. If you are not achieving the desired scale, continue to increase bids.
     • Open Exchange: Set a minimum of $13.
   • Budget Multiplier (optional): This feature allows the user to specify a multiplier on the daily budget. For example, a 1.1 multiplier will allow the Campaign to adjust the daily budget up to 110% of it’s typical daily budget. The calculation is Budget Multiplier * Daily Budget = New Daily Spend.
   • Enable Foot Traffic Reporting (optional): Optionally, enable Foot Traffic Reporting which allows you to enter specific commercial addresses and track whether users that were served your ads visited those locations. This is available for Audio at a $4 CPM, add this additional cost to your bid CPM.
     • Select Foot traffic lookback period.
   • Budget Allocation Weight: Establish the budget allocation weight for each Line that sits underneath the Campaign.
     • If ‘Manage Budgets’ is selected on the campaign, the total budget will be the dollar amount or impression number entered at the campaign level. The budget for each individual line item can be set as a weight. The total campaign budget will be allocated across associated line items according to the weights applied to each Line.
       • If ‘Manage Budgets’ is selected and ‘Auto Pace’ is also applied, the overall campaign budget will remain fluid between the associated line items. Each line item budget will be set as a ‘target’ allocation, but real allocations and daily budgets will shift according to real line pacing and available impressions.
     • If ‘Manage Budgets’ is not applied to the campaign, then each line item can have a fixed budget set as an impression or dollar amount. The budget type will match the budget type that is set on the campaign. Each line will pace according to the individual budget entered on the line as opposed to the over-arching campaign goal.
   • Line Frequency: Not recommended due to frequency capping utilizing IP addresses and can severely limit spend.
   • Targeting Options:
     • Deals: Individually select the Audio Deals that you would like to purchase inventory through, or in the ‘Deal List’ tab, add your own Custom Deal List to associated all Deals within that list to the Line.
     • Exchanges: Magnite (DV+), Triton
     • Geo Targeting: Allow or Block Zip Code, DMA, State, or Country
     • Site or App List: Recommended if buying through the open exchange.
     • Device Types: Select any or all ‘Personal Computer’, ‘Phone’, ‘Tablet’ depending on your strategy.
     • Privacy:
       • 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.
   • Additional Granular Targeting Options:
     • Channel, Network, Publisher, Genre, Series, and Title Targeting: Look through Deal’s sample bids to see what targetable information gets passed to precisely target the content your audience is interested in.
     • Multi Field: The multi-field option enables targeting across multiple fields simultaneously. If content matches any of the selected fields (genre, series, title, etc), ad will be shown to the viewer.
   • Creative: Associate the Creative that was uploaded under the Advertiser and meets the Audio Specs.
   • Audience Targeting: Apply Zip Code Targeting if desired. Run an Audience Research to identify your audience’s key characteristics and find lookalike zip codes that over index for your audiences key characteristics and target those zips.
   • Pixels: To track online conversions driven by an Audio Line, you can use an IP Conversion pixel. Read more here: Pixels

Overview

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/CTV’.
2. To ensure the Line only serves through selected Deals, DO NOT associate any exchanges.
3. 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.
4. Target ‘Instream’ Inventory by selecting ‘PreRoll’, ‘MidRoll’ and ‘PostRoll’ video playback types.
5. Only use audience segments from Tru Optik, as these are IP based audiences. While these audiences are intended for CTV, they may still limit scale.

CTV Setup Using Deals

1. Select from our Deals or 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.
   • If you would like to upload your own Negotiated Deal, reach out through the Help Center to get the deal available on your seat. Once available, you can target your own Negotiated Deal as well.
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: Creative Specs
   • The Creative will need to pass the Creative Audit which may take up to 24 hours.
3. Setup a Line Item:
   • Under the Advertiser, create a Campaign and then Line Item following these recommendations:
   • Inventory Type: In App
   • Start Date
   • End Date
   • Budget Type: Select Spend or Impressions.
   • Bid Type: Select Advanced Bid Controls and input a Default Bid Price and Max Bid for each Deal associated to the Campaign and Lines. Note that only the intersection of Campaign and Line Deals will be shown. Associate Deals to the Campaign and Line in the Targeting section at each level to set a custom bid for each selected Deal. When new Deals are added to the Line and a custom bid is not set, the bid price will default to the value set in the Default Bid Price field on the Line.
   • 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.
   • Budget Multiplier: This feature allows the user to specify a multiplier on the daily budget. For example, a 1.1 multiplier will allow the Campaign to adjust the daily budget up to 110% of it’s typical daily budget. The calculation is Budget Multiplier * Daily Budget = New Daily Spend.
   • Enable Foot Traffic Reporting: Optionally, enable Foot Traffic Reporting which allows you to enter specific commercial addresses and track whether users that were served your ads visited those locations. This is available for CTV at a $4 CPM, add this additional cost to your bid CPM.
   • Budget Allocation Weight: Establish the budget allocation weight for each Line that sits underneath the Campaign.
   • 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 ‘Connected TV’, ‘Connected Device’ and ‘Set Top Boxes’.
   • OLV: Select Video Playback types ‘PreRoll’, ‘MidRoll’, and ‘PostRoll’, recommended to include all three. Do NOT select ‘Outstream’.
   • Creative: Associate a Creative that meets the OTT/CTV Specs.
   • Audience Targeting: Associate Segments from Custom or ART Audiences if desired.
   • Pixels: To track online conversions driven by a CTV Line, you can use an IP Conversion pixel. Read more here: IP Conversion Pixels

CTV Setup Using Open Exchange

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. Setup a Campaign and then your Line Item
   • Under the Advertiser, create a Campaign and then Line Item following these recommendations:
   • Inventory Type: In App
   • Frequency Caps: 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.
   • Enable Foot Traffic Reporting: 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 ‘Connected TV’, ‘Connected Devices’ and ‘Set Top Boxes’.
   • OLV: Select Video Playback types ‘PreRoll’, ‘MidRoll’, and ‘PostRoll’, recommended to include all three. Do NOT select ‘Outstream’.
   • Video Size: Do not select a size.
   • 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.
   • Pixels: To track online conversions driven by a CTV Line, you can use an IP Conversion pixel. Read more here: IP Conversion Pixels

Video environment targeting can be found in the ‘OLV’ tab of the ‘Targeting’ section on both the Campaign and Line Item levels. Video campaigns are an effective strategy to create brand awareness and drive traffic to your site with high
CTRs.

Follow these steps to launch an Online Video (OLV) Campaigns:

1. Select Device Types: Phone, Tablet, Personal Computer
2. Select Exchanges: Microsoft, Index, Magnite (DV+), Freewheel
3. Select Video Playback Type: Pre-Roll
4. Lastly, select some or all of the OLV Deals that match your targeting goals.

For more details, refer to the below walkthrough.

OLV Setup:

1. Select from our Deals or Create or Select a Deal List:
   • The first step in setting up a successful OLV campaign is to select the PMPs or ‘Deals’ that the Line will target.
   • Select them individually or create your own Deal List and target them on your Line.
   • For OLV Campaigns and Lines, select Deals with the Media Type ‘Online Video’. To look through all OLV deals, go to the Inventory tab > Deals > and search online video. 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. Selecting many Deals will increase the ability of the Campaign and Line to scale.
   • If you would like to upload your own Negotiated Deal, reach out through the Help Center to get the deal available on your seat. Once available, you can target your own Negotiated Deal as well.
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 Video Specs, see here: Creative Specs
   • The Creative will need to pass the Creative Audit which may take up to 24 hours.
3. Setup a Campaign:
   • The Campaign is used to organize a group of strategies for a set period of time under a single budget. All Campaigns must have at least 1 Line Item created underneath them, or they will not deliver impressions. The Campaign object can control the budget of associated Lines, but it does not execute the Campaign spend.
   • Targeting: The Targeting and Audience sections of the Campaign can be used as an additional filter for all Lines associated. It is recommended to use these sections, only if the targeting parameters apply to ALL Lines. For example, if all of your Lines are targeting the same Geos, these can be applied in the Campaign Targeting section instead of each individual Line. Note that an impression must meet ALL conditions for the targeting applied to both the Campaign and the Line to be eligible.
     • If using Deals, note that only the intersection of Campaign and Line Deals will be shown. Associate Deals to the Campaign and Line in the Targeting section at each level to set a custom bid for each selected Deal.
4. Setup a Line Item:
   • Under the Advertiser and Campaign, create your Line Item following these recommendations:
   • Inventory Type: Select Combined
   • Start Date
   • End Date
   • Budget Type: Select Spend or Impressions.
   • Bid Type:
     • Deals: Select Advanced Bid Controls and input a Default Bid Price and Max Bid for each Deal associated to the Campaign and Lines. As mentioned above, only the intersection of Campaign and Line Deals will be shown. Associate Deals to the Campaign and Line in the Targeting section at each level to set a custom bid for each selected Deal. When new Deals are added to the Line and a custom bid is not set, the bid price will default to the value set in the Default Bid Price field on the Line.
     • Open Exchange: Basic Bid or Bid at Floor Price
   • Bid Pricing:
     • Deals: Bids vary for video inventory and deal, but we recommend a bid structure of at least an $6-$8 base bid.
       • 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. If you are not achieving the desired scale, continue to increase bids.
     • Open Exchange: We recommend a bid minimum of at least $6-$8.
   • Budget Multiplier (optional): This feature allows the user to specify a multiplier on the daily budget. For example, a 1.1 multiplier will allow the Campaign to adjust the daily budget up to 110% of it’s typical daily budget. The calculation is Budget Multiplier * Daily Budget = New Daily Spend.
   • Enable Foot Traffic Reporting (optional): Optionally, enable Foot Traffic Reporting which allows you to enter specific commercial addresses and track whether users that were served your ads visited those locations. This is available for Video at a $4 CPM, add this additional cost to your bid CPM.
     • Select Foot traffic lookback period.
   • Budget Allocation Weight: Establish the budget allocation weight for each Line that sits underneath the Campaign.
     • If ‘Manage Budgets’ is selected on the campaign, the total budget will be the dollar amount or impression number entered at the campaign level. The budget for each individual line item can be set as a weight. The total campaign budget will be allocated across associated line items according to the weights applied to each Line.
       • If ‘Manage Budgets’ is selected and ‘Auto Pace’ is also applied, the overall campaign budget will remain fluid between the associated line items. Each line item budget will be set as a ‘target’ allocation, but real allocations and daily budgets will shift according to real line pacing and available impressions.
     • If ‘Manage Budgets’ is not applied to the campaign, then each line item can have a fixed budget set as an impression or dollar amount. The budget type will match the budget type that is set on the campaign. Each line will pace according to the individual budget entered on the line as opposed to the over-arching campaign goal.
   • Line Frequency: Not recommended due to frequency capping utilizing IP addresses and can severely limit spend.
   • Targeting Options:
     • Deals: Individually select the Online Video (OLV) Deals that you would like to purchase inventory through, or in the ‘Deal List’ tab, add your own Custom Deal List to associated all Deals within that list to the Line.
     • Exchanges: Freewheel, Index, Magnite (DV +), Microsoft
     • Geo Targeting: Allow or Block Zip Code, DMA, State, or Country
     • OLV:
       • Video Playback Types: Recommend selecting PreRoll, but can select MidRoll, and Outsream depending on campaign goals as well.
       • Player Size: Select all Large, Medium, Small.
       • Playback Method: Select playback methods if desired.
     • Livestream:
       • 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, it is recommended to run an Inventory Availability report to verify if live content is available prior to applying this targeting.
     • Site or App List: Recommended if buying through the open exchange.
     • Device Types: Select any or all ‘Personal Computer’, ‘Phone’, ‘Tablet’ depending on your strategy.
     • Privacy:
       • 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.
   • Additional Granular Targeting Options:
     • Channel, Network, Publisher, Genre, Series, and Title Targeting: Look through Deal’s sample bids to see what targetable information gets passed to precisely target the content your audience is interested in.
     • Multi Field: The multi-field option enables targeting across multiple fields simultaneously. If content matches any of the selected fields (genre, series, title, etc), ad will be shown to the viewer.
   • Creative: Associate the Creative that was uploaded under the Advertiser and meets the Video Specs.
   • Audience Targeting: Associate Segments from Custom, Contextual, or ART Audiences if desired but can limit the campaign’s ability to serve. Add audience segment associated CPMs to bidding.
   • Pixels: To track online conversions driven by an OLV Line, you can use an IP Conversion pixel. Read more here: Pixels

Once completed, your OLV campaign should be properly configured and ready to run.

OTT is defined here as TV content delivered via an internet connection that is streamed on Mobile, Desktop, and Tablets ONLY.

The following is an overview of the best practices for setting up a successful OTT campaign on the 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’. 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 OTT lines, it is often inaccurate and will severely limit scale as many OTT publishers do not consistently pass device IDs and user IDs across platforms.
3. Target ‘Instream’ Inventory by selecting ‘PreRoll’, ‘MidRoll’ and ‘PostRoll’ video playback types. Choose according to your Campaign goals.
4. It is only recommended to use audiences from the providers TruAudience (Tru Optik), Lotame and Comscore. While these audiences are intended for OTT, they may still limit scale.

OTT Setup using Deals

1. Selecting Deals for an OTT Campaign
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
   • Under the Advertiser, create a Campaign configured depending on your strategy.
4. Set up a Line Item
   • Under the Advertiser and Campaign, create a Line Item following these recommendations:
   • Inventory Type: Combined
   • Frequency Caps: 
     • The best setting depends on your campaign goals and the types of devices you’re targeting.
     • However, for OTT campaigns, frequency capping is less reliable due to limited user/device identifiers.
     • Because this can limit scale and cause delivery issues, we recommend setting frequency caps to 0 (i.e., no cap) for OTT campaigns to allow for better pacing and reach.
   • 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 $20-40 range. However, this 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.
   • Foot Traffic Attribution: This is available for OTT at a $4 CPM, add this additional cost to your bid CPM.
   • Exchanges: Remove ALL Exchanges
   • Deals: Select Deals with the ‘OTT’ or ‘OTT/CTV’ Inventory type that meet your needs.
   • Geo Targeting: Zip Code, DMA, State, or Country
   • Device Types: Select ‘Mobile Phones’, ‘Tablets’, ‘Desktops & Laptops’
   • Video Playback: Select from ‘PreRoll’, ‘MidRoll’,and ‘PostRoll’, recommended to include all three. Do NOT select ‘Outstream’.
   • Video Size: Do not select a size.
   • 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 OTT, but they may still limit scale.
   • Pixel: To track online conversions driven by an OTT Line, you can associate an IP Conversion pixel to the Campaign or Line. Read more here: Pixels

OTT Setup Using Open Exchange

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 OTT, if you do not supply an app list, the Line will run on ANY mobile/desktop application and will not be restricted to streaming TV content. For example, Mobile Games, Weather apps, News apps etc.
   • To create a custom OTT 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 ‘571711580’ to target the Apple 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: Creative Specs
   • The Creative will need to pass the Creative Audit which may take up to 24 hours.
3. Set up Line Item
   • Under the Advertiser, create a Line Item following these recommendations:
   • Inventory Type: OTT
   • 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 $15-25 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.
   • Foot Traffic Reporting: This is available for OTT at a $4 CPM, add this additional cost to your bid CPM.
   • Exchanges: Include the Exchanges through which you would like to purchase inventory.
   • App List: If you created an app list to target, associate this list to the Line as an ‘Allow’ list.
   • Geo Targeting: Zip Code, DMA, State, or Country
   • Device Types: Select ‘Mobile Phones’, ‘Tablets’, ‘Desktops & Laptops’
   • Video Playback: Select from ‘PreRoll’, ‘MidRoll’,and ‘PostRoll’, recommended to include all three. Do NOT select ‘Outstream’.
   • Video Size: Do not select a size.
   • 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 OTT, but they may still limit scale.
   • Pixel: To track online conversions driven by a OTT Line, you can use an IP Conversion pixel. Read more here: Pixels

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 weights. 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 and mange Creatives at the Campaign level.
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 Targeting & Audience sections of the campaign can be used as an additional filter for all line items associated. It is recommended to use these sections, only if the targeting parameters apply to ALL line items. For example, if all of your lines are using the same zip codes, these can be applied in the campaign targeting section instead of opening each individual line and entering them there. This is an extra layer of filtering applied to the line items under the campaign and an impression must meet all conditions for the targeting applied to both the line and campaign to be eligible.

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.

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

Video environment targeting can be found in the ‘OLV’ tab of the ‘Targeting’ section on both the Campaign and Line Item levels. Follow these steps to launch an Online Video (OLV) Campaign using curated Deals:

1. Select Device Types: Phone, Tablet, Personal Computer
2. Select Exchanges: Microsoft, Index, Magnite (DV+)
3. Select Video Playback Type: Pre-Roll
4. Lastly, select some or all of the OLV Deals that match your targeting goals.

Once completed, your OLV campaign should be properly configured and ready to run.

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 types of content, ie. web article or mobile game.

Player Size:

• Large: Minimum width of 640 pixels
• Medium: Minimum width of 320 pixels, maximum width of 639 pixels
• Small: Maximum width of 319 pixels

Video Playback Method:

• Autoplay with Sound On
• Autoplay with Sound Off by Default
• Click to Play
• Mouse-Over

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:
    • Arts and Performance –  Sites of various branches of creative activity, such as painting, music, literature, and dance.
    • Auto – Sites in the automotive industry or sites for people interested in auto.
    • Beauty and Fitness – Sites for inner and outer beauty and health.
    • Books and Literature – Sites for book/literature lovers.
    • Business and Industry – Sites for business minded people.
    • Finance – Sites for financial information, trends, and advice.
    • Food and Drink – Sites for foodies, recipes, and restaurants.
    • Gaming – Sites to play entertaining games on.
    • Health – Sites for fitness, general health, and health trends.
    • Hobbies and Interests – Sites for people who interested in popular extracurricular activities.
    • Home and Garden – Sites for home décor, home maintenance, and sites for outdoor gardening.
    • Internet and Telecom – Includes mostly tech sites and sites for people interested in tech, internet, and telcom.
    • Job and Education – Sites for people who are looking for new jobs or want to further their education.
    • Law and Government – Sites for legal advice or for government information.
    • News – Includes major national news sites.
    • Online Communities – Sites for communities whose members interact with each other primarily via the Internet. Members of the community usually share common interests.
    • People and Society – Includes world culture and pop culture sites.
    • Performance – High performing sites: Premium inventory and High CTRs.
    • Pets and Animals – Sites for pet lovers, pet information, animal lovers, and animal information.
    • Real Estate – Sites for rentals, house listings, and people interested in real estate/market.
    • Reference – Sites for people who are looking for further information. Some sample sites from this list are dictonary.com, usingenglish.com, and howstuffworks.com.
    • Science – Sites for scientists or people interested in science or doing scientific research/experiments.
    • Shopping – Sites for clothing stores, fashion, and fashion trends.
    • Sports – Sites on information on national sport games and sport news.
    • Travel – Sites for vacations and travel tips.
    • World Localities – Sites for local and world news.
• 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

The following are the definitions of the default Pontiac App Lists:

• Auto – Apps for car shopping & reviews.
• Business & Finance – Apps for business news, finance news, stocks, trading, budgeting tools, currency converters, and crypto.
• Entertainment – Apps for literature, cinema review, pop culture, and celebrity news & trends.
• Fitness & Health – Apps for workout plans, fitness guides, meal planning, calorie counters, and step trackers.
• Food – Apps for food delivery, recipes, cookbooks, and nutrition.
• Games – Apps for trivia, word search, puzzles, poker & card games, chess, and sudoku.
• Lifestyle & Shopping – Apps for style, fashion, shopping, and home & garden.
• Music – Apps for radio, music downloaders, and instruments.
• News – Apps for national & local news.
• OTT/CTV – Apps for premium streaming TV for OTT and CTV.
• Premium – Apps for tier 1 publishers.
• Sports – Apps for sports news and scores & streaming.
• Tools & Reference – Apps for weather, calculators, dictionaries, translators, and maps.
• Travel – Apps for hotels, flights, and travel guides.

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:
  • sitcom
  • 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

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 ‘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, which is based off of the US Bureau of Labor Statistics analysis.
  • 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.

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 and open 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

Setup Section

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:

• Name: Rename the Campaign.
• 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:
  • Applying ‘Manage Budgets’ will update Line Items flight dates to align with Campaign Start Date, End Date, and Budget Type.
  • Line budgets will be converted from the lifetime dollar or impression amount to a weight according to the percentage of the total Campaign budget currently allocated to the line.
  • 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 and will override pacing and dayparts that are set on any associated Line Items.
• Manage Pixels:
  • This allows you to associate pixels to the Campaign for tracking purposes.
  • For all Lines under the Campaign, any Pixels associated at the Line Level will be removed and replaced by Pixels selected on the Campaign Level.
• 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 another section.

Targeting Section

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 another section.

Audiences Section

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 another section.

Flights Section

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 Campaign with the Flights that you want to edit.
2. Click the ‘Edit’ button to enter edit mode.
3. 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
4. Make the necessary changes to the Flight settings.
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 another section.

Lines Section

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 continue making edits, proceed to another section.

Creatives Section

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 another section.

Pixels Section

If ‘Manage 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 another section.

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 or create a new Campaign.
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.

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 the flight dates and budget for that specific flight period. This metric will update daily and accounts for spend from the start date to ‘yesterday’ (it is not real-time pacing). 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.

Flights Section

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 Campaign with the Flights that you want to edit.
2. Click the ‘Edit’ button to enter edit mode.
3. 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
4. Make the necessary changes to the Flight settings.
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.

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.
• Campaign Pacing: 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%.

Below the Pacing, this tab provides dropdown insights into Bid Data, Line Performance, Campaign Daily Performance, and Video Events. Continue to see each section for more details.

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.

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: Line’s budget by spend. Inherited from the Campaign Level or set at the Line 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: Line’s budget by imps. Inherited from the Campaign Level or set at the Line 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: Standard bid price applied across all inventory of the Line.
    • 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 for Deals, giving more control over bid adjustments and spending limits.
13. Bid Price: The bid price determines how much you are willing to spend based on the selected bid type. For Advanced Bid Controls, set a Default Bid Price and custom bid prices. Deals must be associated at the Campaign and Line level to allow for custom bid prices. 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.
14. Budget Multiplier: This feature 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.

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

On the Line Level, users can add Foot Traffic Reporting by enabling the feature in the Setup section of the Line. This feature tracks whether users who were served your ads visited specific commercial addresses. Add Addresses in the expandable below. Foot Traffic Reports will generate in the Reporting tab. This feature costs an additional $4.00 CPM for CTV Creatives. This CPM should be added to the bid data.

Ways to Add a Location:

• Address
• Latitude Longitude (Lat Long)
• Geofence
• Bulk Upload

Below are the instructions for setting up a new location using each method.

Address

The Address method attempts to derive a Lat Long point from the address submitted. The radius associated with Address based points is limited to 200m.

Follow these steps to add a location using the Address method:

1. Enable Foot Traffic Reporting in Line Setup.
2. Navigate to the Foot Traffic Reporting dropdown section.
3. Select ‘Add Location’.
4. Enter the following details:
   • Location Name
   • Street Address
   • State
   • Active Status
   • Building Number
   • City
   • Postal Code
   • Radius (meters)
5. Click ‘Save’.

Lat Long

Follow these steps to add a location using the Lat Long method:

1. Enable Foot Traffic Reporting in Line Setup.
2. Navigate to the Foot Traffic Reporting dropdown section.
3. Select ‘Add Location’.
4. Click the ‘Lat Long’ tab on the window pop up.
5. Give location a name.
6. Use the map to select your Lat Long point.
7. Click ‘Save’.

Geofence

Follow these steps to add a location using the Geofence method:

1. Enable Foot Traffic Reporting in Line Setup.
2. Navigate to the Foot Traffic Reporting dropdown section.
3. Select ‘Add Location’.
4. Click the ‘Geofence’ tab on the window pop up.
5. Use the Search tool to find address of your desired location.
6. Give location a name.
7. Click map to create the shape of your Geofence.
8. Utilize the ‘Reset Map Shape’ and ‘Delete Shape’ until the Geofence fits your specifications.
9. Click ‘Save’.

Bulk Upload

The Bulk Upload tab will allow you to upload up to 200 locations at one time.

Please follow the following format:

• Name, Building Number, Street Address, City, State, Postal Code, Active, Radius
• Example Line: City Grill, 10701, Balls Ford rd, Manassas, VA, 20109,1,117
• Note that the fields must be separated by comma’s and the header is optional.

Example CSV file:

Follow these steps to add a location using the Bulk Upload method:

1. Enable Foot Traffic Reporting in Line Setup.
2. Navigate to the Foot Traffic Reporting dropdown section.
3. Select ‘Add Location’.
4. Click the ‘Bulk Upload’ tab on the window pop up.
5. Use the format above for up to 200 locations.
6. Upload CSV file to the Pontiac Platform.
7. Click ‘Save’.

See additional information on Foot Traffic Attribution here: Foot Traffic Attribution

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 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 Line 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 Line 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 Line will only serve in that specific zip code since it’s the most granular level of targeting.

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 Line 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 Line 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 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. Allow List (Target): Use this to target specific Zip Codes.
4. Block List (Anti-target): Use this to avoid specific Zip Codes.
5. 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 Line Item.

OLV

Video environment targeting can be found in the ‘OLV’ tab of the ‘Targeting’ section on both the Campaign and Line Item levels.

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 types of content, ie. web article or mobile game.

Player Size:

• Large: Minimum width of 640 pixels
• Medium: Minimum width of 320 pixels, maximum width of 639 pixels
• Small: Maximum width of 319 pixels

Video Playback Method:

• Autoplay with Sound On
• Autoplay with Sound Off by Default
• Click to Play
• Mouse-Over

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 Line, 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 Line.
• 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 Line.
  • 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:
  • sitcom
  • 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.

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

Associate Audience Segments to the Line 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 Line Setup: Creatives, Pacing & Dayparts, Pixels, Frequency & Recency, and Foot Traffic Reporting.

On the Line 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 Line:

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

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

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

This process will ensure that you can quickly launch Lines 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

Setup Section

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

1. Go to the selected Advertiser > Campaign where you want to edit the existing Line.
2. Navigate to the Lines dropdown section within the Campaign’s dashboard.
3. Select the name of the Line 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:

• Name: Rename your Line.
• Inventory Type: Select Web, In-App, or Combined.
• Active Status: Check the ‘Active’ to set Line to live and uncheck it if you want to pause the Line.
• Code: Optional and for reporting purposes.
• Bid Type: Select Basic Bid, Bid at Floor, Advanced Bid Controls
• Bid Price
• Budget Multiplier
• Enable Foot Traffic Reporting
  • Foot Traffic Lookback if the above is enabled
• Budget Allocation Weight

Note that when ‘Manage Budgets’ box is checked on the Campaign Level, all Lines under that Campaign will be modified to match the Start Date, End Date, and Budget Type of the Campaign, so it is not Editable when the checkbox is selected. Uncheck on the Campaign Level if you want to modify at the Line Level.

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 Line to its previous settings. To continue making edits, proceed to another section.

Foot Traffic Reporting Section

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

1. Navigate to the Foot Traffic Reporting section within the Line.
2. Add or Remove Locations. See this documentation for further detail: Line Foot Traffic Reporting
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 Line to its previous settings. To continue making edits, proceed to another section.

Targeting Section

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

1. Navigate to the Targeting section within the Line.
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: Line 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 Line to its previous settings. To continue making edits, proceed to another section.

Audiences Section

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

1. Navigate to the Audience section within the Line.
2. Click ‘Associate Segments’ to add and/or remove Audience Segments associated to the Line.
3. Make the necessary changes to the Audience settings. Refer to the documentation page to review available Audience options: Line 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 Line to its previous settings. To continue making edits, proceed to another section.

Pixels Section

If ‘Manage Pixels’ is NOT enabled on the Campaign Setup section and you want to edit the Pixels section of the Line, follow these steps:

1. Navigate to the Pixels section within the Line.
2. Click ‘Associate Pixels’ to add and/or remove Pixels associated to the Line.
   • Note that you can only Create and Edit a Pixel on the Advertiser Level, not here on the Line 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 another section.

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

1. Navigate to the Pixels section within the Campaign that the Line belongs to.
2. Edit the Campaign and uncheck the ‘Manage Pixels’ box to enable Line Level control.
3. Once disabled, go to the Line Level and update the Pixels.
   • Click ‘Associate Pixels’ to add and/or remove Pixels associated to the Line.
   • Refer to the documentation page to review available Pixels options: Line Pixels
4. 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 Line to its previous settings. To continue making edits, proceed to another section.

To Clone a Line, follow these steps:

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

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

How to Save a Line as a Template:

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

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

Looking at the Line 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 Line served within the selected reporting interval.
• Total Cost: The total Line spend, including media costs and any applicable margins or fees.
• Revenue: The total Line revenue.
• Total Cost CPM: The total cost per thousand impressions for the Line, calculated as (Total Cost / Impressions) x 1,000.
• Line Pacing: The percentage of budget the Line 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%.
• The Line Daily Pacing: The percentage of the daily allocated budget the Line has spent compared to the perfect daily pacing target. This will update daily and takes into account spend from start date to ‘yesterday’. Optimal pacing is between 90 – 110%.
• Daily Budget: The actual targeted budget for today’s spend, factoring in the budget multiplier and the selected pacing algorithm.

Below the Pacing, this tab provides dropdown insights into Bid Data, Line Daily Performance, and Video Events. Continue to see each section for more details.

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 Line. Hover over each bar to view the time of day, time elapsed, and the metric value for more detailed insights.

The Line 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 Line’s performance.

Select from these metrics:

• Imps: The total number of impressions the Line served within the selected reporting interval.
• Media Cost: The total dollar amount spent on the Line 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, 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.
• 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 Line.
• Revenue: The total revenue generated from the Line.
• Media Cost CPM: The media cost per thousand impressions for the Line, 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 Line 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 Line Daily Performance table, navigate to the Line 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 Line’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 Line metrics that matter most to you.

The Video Events dropdown section provides a table with detailed video performance metrics for the Line, 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 Line metrics that matter most to you.

Bid Metrics

Bid metrics are displayed on both the Campaign details and the Line details to provide insight into the bid funnel, real time delivery and any issues that may need to be addressed.

• Eligible Requests: Bid requests or impressions that meet the targeting criteria for the Line or Campaign. This considers parameters in the ‘Targeting’ section – deals, geo, inventory targeting lists etc. If you are not seeing any eligible requests, your targeting may not be feasible if there are no impressions that meet all of the selected criteria. See the below section on troubleshooting delivery for more information.
• Bids: Bids placed on eligible impressions. If your Line or Campaign has eligible impressions, but is not bidding there may be additional requirements blocking the bids from being placed. See the below section on troubleshooting delivery for more information.
• Imps: Bids won, the number of confirmed impressions served by the Line or Campaign in the selected time frame.
• Confirmed Spend: Confirmed dollars spent by the Line or Campaign in the selected time frame.

Troubleshooting Delivery Issues

1. Are there any eligible requests? If no, here are some steps to troubleshoot the lack of eligible requests:
   • Check the creative audit status on your ads, this can be seen in the Advertiser screen next to the creative ID.
     • If the status is ‘pending’ (yellow caution symbol) there cannot be eligible requests until your ads are audited by the Pontiac audit team. Keep in mind that the audit process may take up to one business day.
     • If your creative is rejected, it will not be able to serve on the Pontiac platform. Review our creative acceptance policy for more information on prohibited content.
   • Run an Inventory Availability Report with the selected targeting parameters applied. If there are no estimated daily impressions available or the estimate is very low, your targeting may be too restrictive and should be expanded to find eligible impressions that meet your requirements.
   • Check your Campaign and Line set ups to verify that there are no conflicting targeting parameters. For example, if the Campaign was set to target the state of Florida and the Line set to target the state of Alabama, the Line would not be able to serve. An impression must meet the targeting criteria of both the Line and Campaign to be eligible.
   • Check sample logs on the Deal for publisher b-cats and any specific creative requirements such as duration, bitrate, etc. Verify that your creative meets all platform and publisher specs. For more information and guidance on this, refer to the Publisher Specs & Approval Process.
   • If you have content level targeting lists applied, check the Deal sample logs to verify that these values are correctly formatted and in the correct field. Values in these lists will need to be exact matches to the values in the bid request (except for capitalization).
   • If you have ‘Require X’ applied on content level fields (require network, require channel, etc), check the deal sample logs for the deals targeted to see if they are passing values in these fields. If they are not populating these fields, you will need to select other deals that pass this info, or remove this setting from targets.
   • Check the Deals table in the ‘Inventory’ tab for the ‘last served’ date on the Deals being used. If this date is not current, it is possible the Deal has expired, but has not yet been removed from the system. Reach out via the Help Center for assistance with this Deal.
2. If there are eligible requests, are there bids being placed? If no, here are some steps to troubleshoot the lack of bids:
   • Check deals table for ‘publisher approval’ required column. If the deal requires approval, you will need to submit a request via the Help Center to start the approval process for that deal. Once your creative is approved, this will appear below the creative preview in the section ‘Approved for: ‘ with the publisher name. You can find more info on this here: Creative Audit
   • Check for ‘sensitive categories allowed’ on the targeted deals if your creative has been flagged as sensitive. These creatives will only be eligible to run on deals that have explicitly been marked this category as accepted. You can find more information on this here: Sensitive Creatives
   • Reach out through the Help Center for further technical assistance if you try the above recommendations and are still not seeing bids on eligible impressions.
3. If there are bids being placed, are there impressions being won? If no, here are some steps to troubleshoot the lack of wins:
   • Remove bid at floor price – if you are bidding higher than the floor but have this feature enabled, you will only be bidding at the floor and may be missing out on impressions that could’ve been winning with your max bid.
   • If you do not have ‘bid at price floor’ applied, you may still want to test incremental increases in the bid to see if more impressions can be won at a higher price point.
   • The publishers targeted may have additional specs or creative requirements that are blocking your creatives from serving. In most cases the specs can be found on the publishers website, the sample logs on the CTV landscape report also provide insight into requirements such as bit rates, video protocol (vast version) & more.
   • Reach out out through the Help Center for further technical assistance if you have tried the above recommendations and are still unable to see impressions won.
4. If there are impressions being won, but the Line or Campaign is not meeting expectations for delivery, the following are suggestions to increase scale:
   • Increase the Budget Multiplier
   • Apply ‘ASAP’ in the Pacing section
   • Increase Frequency Caps
   • A low win rate is most likely due to the bid on the Line, test incremental increases to see how this affects Line delivery.
   • Run an Inventory Availability Report with the selected targeting parameters applied. If there are no estimated daily impressions available or the estimate is very low, your targeting may need to be expanded to allow the Line to serve. Can you add additional inventory, expand the geo or audience size, etc.? The Inventory Availability Report will also provide insight into the bid floors across the inventory within a deal, geo, etc.

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. If your Creative is rejected, a red box will appear here. Hover over this symbol to view additional information about the audit status. 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 the Creative to be rejected. If you think your Creative was rejected incorrectly, reach out to the Pontiac Team through the Help Center.

• Rejected, Does not display properly: First check to see if there is a preview of the Creative in the green preview box in Pontiac and verify that the Creative fits in the designated area. If it does not fit correctly in the box you may have chosen the incorrect Creative size. You can edit the size then select ‘Save’. The Creative will be sent to audit and this process may take up to one business day to complete.
• Rejected, Fails to render: If you are using an ad server tag, verify that the code you uploaded in Pontiac renders on your end. Check with your ad server that the tag is active and available. Email your Account Manager for additional help.
• Rejected, Creative brand does not match Creative landing page: The brand displayed in the ad should match the brand of the website that the ad is driving users to. In order for this Creative to be accepted, you must change the brand displayed in the Creative, or change the Click URL to drive to this brand’s website. If you are driving to a third-party marketplace or other page that does not depict your branding, such as Amazon, check the ‘Use Alternative Mobile Click Url’ and enter a URL that contains the same branding represented in your ad. The audit team will use this URL to validate the branding represented in the creative. This will not be used as the landing page for the creative. Once you have edited the Creative details, ‘Save’ and close the Creative upload window. The Creative will be sent to audit and this process may take up to one business day to complete
• Rejected, Creative does not click through properly: Your Creative will be rejected if the Creative is clicked and does not open a landing page, if the Creative is clicked and a landing page opens, but no content loads or if the Creative is clicked and a landing page loads, but an error keeps any content from being displayed. In any of these cases you must either update the landing page and then click ‘Reaudit’ or change the Click URL for the Creative and click ‘save’. The Creative will be sent to audit and this process may take up to one business day to complete.
• Rejected, Malicious: Your account will be suspended, you will be notified in writing and an investigation will take place within three business days. Pontiac clients who upload ads deemed malicious will lose access to the platform and forfeit deposited funds.

The IAB category assigned to your creative can be found by clicking on the creative name to open the creative details window. This field is displayed below the creative in the ‘Creative Category’ field:

These categories come from the Open RTB Specs, that can be found here in table 5.1 ‘Content Categories’: Open RTB Specs v2.5

If you believe your creative has been assigned an incorrect IAB category, please submit a ticket through the Help Center. Be sure to include the Advertiser Name and ID associated with the creative in question so we can assist you promptly.

To apply audiences to a campaign or line item, you will fist need to select ‘Add New Group’, then drag the audience and drop it into the group. Audiences can be layered in multiple groups using boolean expressions.

See the Boolean Logic for more information.

Foot Traffic Reporting Setup

Foot Traffic Attribution is a type of Conversion reporting powered by OnSpot, that allows advertisers to track how many users were served an ad unit through Pontiac and then visited a commercial location. Utilizing Mobile Advertising IDs and the GPS systems of these mobile devices, OnSpot registers the users who were served your ad and their mobile device subsequently is seen at the location that you are tracking.

When ads are served across CTV inventory, a household extension that utilizes the IP addresses is used to connect the TVs, Desktops, Laptops etc., with the mobile devices from the same household. The GPS systems of mobile devices from that household will then be used to register users from a household that saw your ad, then subsequently visited the location that you are tracking. Each line can track up to 200 locations.

In the Pontiac platform you can opt to receive Foot Traffic Attribution reporting when setting up a Line Item. Check the ‘Enable Foot Traffic’ box then proceed to the section below under ‘Foot Traffic Reporting’ and select the ‘Add Location’ button to start adding the locations you would like to track.

A $4.00 fee is added to the CTV Line Items with Foot Traffic enabled.

Ways to Add Locations for Foot Traffic Reporting

There are 4 methods by which you can add locations to a Line Item for Foot Traffic Attribution. Once you have enabled Foot Traffic Attribution and set the lookback window, click the ‘Add Location’ button that appears under the Foot Traffic section of the menu.

The location can be added through one of these methods:

1. Address
2. Lat Long
3. Geofence
4. Bulk Address Upload

Address

Enter a commercial address that you would like to monitor for Foot Traffic Conversions and include a custom radius in meters. The Address based method will convert the commercial address to a lat/long coordinate, then utilize this radius to create an area around that coordinate that will be utilized to track Foot Traffic. Once you save, the address will be validated by Google Maps. If the validation status appears as ‘Invalid’, try using one of the other methods to add the location.

The Address method is best for Foot Traffic Areas that are defined by a single commercial address. In commercially dense locations, or to track a ‘unit’ within a larger building this method is not recommended. The Geofence method will allow for more accurate definition and control of the desired area. This will ensure that other buildings, or sections of the building in proximity to the desired location are not captured in the Foot Traffic Area.

If an Address is showing 0 ‘Average Daily Visitors’ after several days on the Line, this may indicate that the address is invalid, and Foot Traffic cannot be registered via the Address method. It is recommended to de-activate this location and to add the location via Geofence.

Lat Long

Use the map to find the desired location, then click to drop the pin on the map. Give the location a name and enter a custom radius in meters. This radius will be used to create an area around that coordinate to track Foot Traffic.

Geofence

The Geofence method enables maximum customization of the area to be tracked for Foot Traffic Studies. Give the location a name. Enter the address in the search bar, or navigate on the map to find the desired location. The area to be tracked can then be drawn as a polygon. Click on the map to create each end point of the polygon and define the area to be tracked. This is great for buildings with odd shapes, or in cases where the location cannot be defined by the building. For example, a car dealership with an extra-large parking lot can create a custom geofence that includes both the building and all their car lots to ensure that all relevant traffic is captured.

If you make a mistake in drawing the polygon, use the ‘Reset Map Shape’ button to erase any points drawn on the map.

Bulk Upload

Bulk Upload is available to enter locations as commercial addresses. This method is recommended for Line Items with many locations that can each be defined by a commercial address. Up to 200 addresses can be uploaded through the Bulk Upload at one time.

To Bulk upload addresses you will need to create a CSV file. The addresses must be entered in the following format with no column headers:

Name, Building Number, Street Address, City, State, Postal Code, Active, Radius

If you would like the location to be Active the ‘Active Status’ column should have a 1. If you would like the location to be Inactive the ‘Active Status’ should have a 0. In this example shown below, all of the addresses will be active except ‘The Shops NYC’.

Save the file as a CSV with no column headers and upload it by clicking the ‘Bulk Upload’ button under ‘Foot Traffic Reporting’. Double check before submitting the Line Item that all the addresses look correct. 

If an Address is showing 0 ‘Average Daily Visitors’ after several days on the Line, this may indicate that the address is invalid, and Foot Traffic cannot be registered via the Address method. It is recommended to de-activate this location and to add the location via Geofence.

Editing and De-activating Locations

Foot Traffic Addresses cannot be edited once the Line Item has been submitted. If you need to change the details of the address you will need to deactivate the address and enter the new address as a separate entry.

To deactivate a location previously entered for Foot Traffic Reporting, open the Line Item and expand the ‘Foot Traffic Reporting’ section to view the entered addresses. The ‘Location Name’ should appear as a hyperlink. Click on the Location Name to open the Location Settings window and un-check the ‘Active’ box, then click ‘Save’ and ‘Submit Changes’ to the Line Item.

Foot Traffic Metrics

At the Line Item & Campaign levels the Foot Traffic reporting section will display two metrics, ‘Attributed Visitors’ and ‘Average Daily Visits’.

Attributed Visitors will display the number of users who were served an ad from this campaign and subsequently visited this location during the selected reporting interval. These are Foot Traffic Conversion driven by this campaign. The ‘Foot Traffic Lookback’ is 30 days and metrics are updated on a 3-day delay. The visitor count displayed in these reports is ‘unique’ visitors. Multiple visits by the same Device ID will only be registered once on a given day, but may be registered if they return on a different day. 

Average Daily Visitors will display the average number of total visitors recorded at this location per day within selected reporting interval. This is used to indicate if the address entered is correct and tracking visitors and will be displayed as a range. In the above example this metric indicates that in the last 30 days there were on average 50-500 visitors at this location each day. If 0 visitors are seen at this location, there may be an issue with tracking devices at this address. If this location was added using the ‘Address’ method, it is recommended to try adding this location as a Lat/Long coordinate or custom Geofence.

If the location was added as a Lat/Long coordinate or custom Geofence and the location is registering 0 ‘Average Daily Visitors’, reach out through the Help Center for assistance in troubleshooting this issue.

Geo targeting can be applied to either the Campaign or the Line Item. Geo targeting should only be applied at the Campaign level if all the associated Line Items are running in the same Geo. Geos can be applied as either ‘block listed’ or ‘allow listed’. In the targeting window on the Campaign, select the ‘block list’ or ‘allow list’ bubble, then add the Geos you wish to exclude or target on the Campaign or Line.

The following are the methods for geo targeting:

1. Country: the CTV platform is currently available in the United States, Australia, New Zealand, Singapore, Thailand, Indonesia and Hong Kong
2. Region: states, departments or districts
3. DMAs: designated marketing areas or metro codes
4. Zip Codes: Zip codes can be applied in the ‘Targeting’ section of a campaign or line item, or they can be associated to either as an audience. If you frequently use a set of zip codes, you may want to create an audience to save this list to your account & make it easier to quickly apply the list to any line. In the ‘Audiences’ section of the platform, a zip list can be saved as a ‘Zip Code’ Custom Audience.

If multiple geo-targeting conditions are applied to a Line and/or Campaign, an impression must meet the criteria for each geo type in order to be eligible. For this reason, it is recommended to only select the geo targets at the lowest level required. For example, if you apply state-level targeting and zip code-level targeting, an impression will need to be in one of the selected states AND one of the selected zip codes.

If a Line or Campaign has conflicting geo parameters, the Line will not serve. For example, if you apply only ‘Alabama’ under region and only ‘Detroit’ under DMA, the impression will need to meet both conditions for the ad to be eligible to serve. Since a user cannot be within the Detroit DMA and Alabama region at the same time, there would be no eligible impressions and this Line would not be able to serve.

All inventory targeting can be applied at either the campaign level or on the line Item. Targeting parameters should only be applied on the campaign level if they apply to all line item strategies associated to the campaign. An impression must meet both the targeting criteria of the line and the campaign it is associated to in order to be eligible.

Inventory Type

At the Line Item level, the inventory type can be set to Web, In App, or combined. This will filter impressions based on whether they are running on a web domain in a browser, inside an application – for example a mobile app or smart TV app, or allow for both.

Deals

Private-Marketplace (PMPs) Deals or Programmatic Guaranteed (PG) Deals can be used on the Pontiac platform as supply sources.

• Private Marketplace (PMPs): These are private, invite-only auctions that provide higher priority access to inventory than the open exchange. PMPs are one to many deals and in most cases do not require minimums or spend commitments. These deals have a price floor or minimum bid required to enter the auction, but closing prices are determined by real time bidding.
• Programmatic Guaranteed (PG): PG deals are a form of programmatic direct deal that are created between a publisher and one advertiser with a fixed rate and guaranteed volume of impressions. There is no auction and the advertiser is required to purchase all of the impressions coming through the deal id, all targeting must be applied on the supply-side. This is the highest priority for programmatic deals.

In the ‘Inventory’ tab of the platform, under ‘Deals’ you can see and request access to any of the public deals that Pontiac has negotiated directly with publishers.

Exchanges

The exchanges are supply-side platforms (SSPs) that give publishers and media owners the ability to send Pontiac requests for ads. If a deal is targeted on the line, then it will only serve on the selected deal, it will not serve on the open exchange. The line must include both the deal and the exchange the deal is on in order to serve. In the ‘Deals’ table in the Inventory tab you can find the exchange listed for each deal.

• Magnite: the magnite exchange provides access to streaming TV content across all device types
• DVplus: the DV+ exchange provides access to online video content (non streaming-TV), including both web & in app video placements
• Freewheel: the Freewheel exchange provides access to streaming TV content across all device types
• Index: the Index exchange provides access to streaming TV content across all device types (CTV & OTT) as well as online video content for both web and in-app placements
• Media.net: the Media.net exchange provides access to online video content (non streaming-TV), including both web & in app video placements

To run on open exchange inventory, selected the desired exchanges and do not select any deals.

Site List

Sit List Targeting allows you to choose the domains you want your ads to serve on. Custom Site Lists can be created with any number of sites, but only using top level domains.

• KPI: Click Through Rate (CTR)
• Media Type: Display, Native, Video
• Use Case: Site List Targeting is best used when you have an idea of your target audience, and that audience frequents certain websites or types of websites. If your audience frequently visits a domain, serving ads there allows you to reach your audience without paying for Third-Party audience data.
• Placement: Ads targeting a site list will run across the domains specified in the site list.
• Bid Structure: This targeting tool follows the bid ranges for the campaign’s media type, but bids may vary.
• Audience Data Targeting: First and Third-Party data segments are available for targeting but can limit the campaign’s ability to serve.

Site lists can be created to target or block a list of web domains on your campaign or lines. In the ‘Inventory’ tab of the platform, select ‘New Site List’, then enter the list of the domains and ‘Save’. This can then be added as an ‘allow’ or ‘block’ list on any campaign or line item.

App List

App List targeting allows you to pick and choose the apps you want your ads to serve in. Custom App Lists can be created with any number of apps.

• KPI: Click Through Rate (CTR)
• Media Type: Display, Native, Audio, Video, CTV
• Use Case: Best used when you have an idea of the audience you are targeting and the apps that they use. If you audience frequently uses an app, serving ads there allows you to reach your audience without paying for Third-Party data segments.
• Placement: Ads targeting an App List will serve on mobile devices and tablets in the apps specified in the lists.
• Bid Structure: Bids depend on the apps chosen. For standard apps we recommend starting around $3.75, noting that premium apps will need to be significantly higher.
• Audience Data Targeting: First and Third-Party data segments are available for targeting but can limit the campaign’s ability to serve.

App lists can be used to target or block specific applications. In the ‘Inventory’ tab of the platform, select ‘New App List’, then enter the list of app bundle ids and ‘Save’. This can then be added as an ‘allow’ or ‘block’ list on any campaign or line item. App Bundle IDs can be found in custom reporting from previous or existing campaigns, in the Inventory Availability tool and in sample log reports under the CTV Landscape. Note, the same app may have different bundle ids for every operating system, device type etc.

Connected Television (CTV)

Connected Television is a premium placement that sees Video Completion Rates over 90%.

• KPI: Video Completion Rate (VCR)
• Media Type: Video
• Use Case: CTV ads are best for driving brand awareness. By serving non-skippable, premium video ads, users are more likely to view the ad in its entirety.
• Placement: CTV ads run as video placements in either the pre-roll or mid-roll settings. These are non-skippable and run across Smart TV’s, game consoles, tablets and more.
• Bid Structure: CTV campaigns can run through a PMP Deal or through the Open Exchange. PMP rates are negotiated with Publishers and offered at a fixed CPM floor. CTV placements on the Open Exchange may sell at a lower CPM, but we recommend using PMP’s as they guarantee fraud-free inventory. The typical prices for CTV placements range from $28-40, with premium inventory available at prices over $40.
• Audience Data Targeting: Use Audience data specifically designed for CTV ads by Tru-Optik and AT&T. Targeting these data segments could restrict delivery because it will limit the size of your audience.

CTV Inventory Targeting Parameters

For CTV inventory Pontiac provides the capabilities to target the following parameters in either an ‘allow’ or ‘block’ list. These lists can be added directly in the ‘Targeting’ section of the campaign or line item:

• Publisher
• Network
• Channel
• Series
• Title
• Genre

The ‘Multi Field’ targeting section can be used for allowing or blocking values that may be passed through multiple content fields. For example, ESPN may sometimes come through Publisher, other times Network, or Channel. Enter ‘ESPN’ in the multi-field section to target across any of the content fields where this value is seen in the bid request.

The value in the allow or block list must be an exact match for the value in the bid request (except capitalization). For example, if you enter ‘Fox News’ in the Network list and the media owner passes ‘fox_news’ in the Network field, this would not be an eligible impression. If applied as an allow list, your line would not serve on this impression. If applied as a block list, your line would be able to serve on this impression.

Due to inconsistencies in both the naming conventions and usage of each of the fields listed above, it is recommended to do some preliminary research via the Inventory Availability and Inventory Discovery tools to verify the viability of any CTV inventory targeting on the platform. When and how these fields are used can vary greatly by partner, media owner, SSP etc.

Video environment targeting can be found in the ‘OLV’ tab of the ‘Targeting’ section on both the Campaign and Line Item levels.

• Video Playback Type:
  • Pre-Roll: instream placement where ad plays before streaming video content
  • Mid-Roll: instream placement where ad plays during streaming video content
  • Post-Roll: instream placement where ad plays after streaming video content
  • Outstream: placement in non-video environments among other types of content, ie. web article or mobile game
• Video Player Size:
  • Large: minimum width of 640 pixels
  • Medium: minimum width of 320 pixels, maximum width of 639 pixels
  • Small: maximum width of 319 pixels
• Video Playback Method:
  • Autoplay with Sound On
  • Autoplay with Sound Off by Default
  • Click to Play
  • Mouse-Over

Zip Code Targeting allows you to target only users in the predetermined list of zip codes. You can target as many or as few zip codes as you want, and it is a great tool to target relevant areas for local campaigns.

• KPI: Click Through Rate (CTR)
• Media Type: Display, Native, Audio, Video, CTV
• Use Case: This is a great tactic for local businesses looking to target users in and around their store location(s). Campaigns with Zip Code Targeting deliver high CTRs, excellent conversion rates, and drive efficient ROIs for small budgets.
• Placement: Available across all media types.
• Bid Structure: This targeting tool follows the Bid ranges for the Campaign’s media type. Some zip codes are less populated than others, and the smaller the audience, the more the bids will need to be increased.
• Audience Data Targeting: : First and Third-Party data segments are available for targeting but can limit the Campaign’s ability to serve.

Note that there are two places in the Pontiac Platform to implement zip code targeting:

1. In the Audience tab
   • Under New Custom Audience
   • Build an audience of zip codes to be used on by ANY Line
2. Line Item Level
   • Available in the Targeting menu, under the Zip Codes tab
   • Specific to this Line Item

Device type targeting can be applied at either the campaign or the line item level, but is not required on either. If the device type targets are all unchecked, the campaign or line can serve impressions on any device type. The following are the device type options:

• Computer/Desktop
• Connected TV
• Mobile Phone
• Tablet
• Connected Device
• Set Top Box

Note that in the ‘Inventory’ tab of the platform you can find more information on all of the available deals including the % of requests for each device type. If a deal includes all OTT inventory and you would like to run strictly CTV, you can apply device type targeting to only Smart TVs & set top boxes.