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.
Select ‘New Advertiser’.
Name: Give the Advertiser a name.
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.
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.
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.
Code: This is optional and used for reporting purposes only.
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.
Filter Advertisers
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.
Advertiser Level Metrics
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.
Advertiser Setup Tab
When you click on the desired Advertiser name, you can filter the Reporting Interval to adjust the top tiles section by report date, Impressions, Total Cost, Revenue, and Total Cost CPM. Additionally, you will have the ability to view and edit Advertiser Details, view and create new Campaigns, view and upload Creatives, and view and create Pixels. These actions enable comprehensive management and reporting of the Advertiser’s activities.
Advertiser Performance Tab
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.
Edit an Advertiser
Select the Advertiser’s name that you would like to edit.
Next to Advertiser Details, click the ‘Edit’ button.
