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. Follow the steps to below to create a new Advertiser.

1. On the Bidder tab > Advertisers tab > Select the New Advertiser button.

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 an Advertiser Margin percentage if you want Pontiac to calculate client-facing Revenue from Total Cost. This can be used to account for an agency fee or other markup directly in Pontiac rather than calculating it separately.
   • Revenue = Total Cost / (1 − Advertiser Margin)
   • If no Advertiser Margin is entered, Pontiac will not apply an additional Advertiser-level margin to calculate Revenue.
   • Applicable platform, ad serving, data, and other fees contribute to Total Cost as applicable before the Advertiser Margin is applied.
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 Lines.