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

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.

CRM Data

If clients have private CRM data that they want to upload and create into a segment, we can do that for you. 

1. Email formatted file to protected@pontiac.media. We cannot handle CRM data in any way other than in this protected inbox. Files must be at minimum 1,000 customer contacts otherwise the segment cannot be created, and will not be accepted.
2. The team will upload your file to Transunion, receive a matchback and push the segment to Pontiac Intelligence where it will become available in the Audiences > Third Party section. This process takes 3-5 days.

Files should be formatted so that they can be easily uploaded to Transunion, in the following format:

The Onspot Geo Fencing tool allows users to create custom location-based audiences directly within the platform. Geo fencing audiences are available under Audiences > Third Party Audiences > Geo Fencing.

From this section, users can view existing geo fencing audiences and create new ones. The table includes:

• Name
• Record Count
• Start Date
• End Date
• Expiration Date
• Type: Rolling or Static

To create a new Geo Fencing audience, click the New Geo Fence button:

• Enter the audience Name, then select one of the following audience types:
  • Rolling: A Rolling audience continuously refreshes based on a selected lookback period.
    • Lookback: Select a lookback period of up to 90 days.
    • Refresh: Choose whether the audience should refresh weekly or monthly.
    • The audience will be updated as new qualifying location data becomes available.
  • Static: A Static audience is created using a fixed date range.
    • Start Date
    • End Date
    • Static audiences expire 90 days after they are created.

• Define the Geo Fence
  • Use the search bar to enter in a location name or address of the geo fence area.
  • Click on the borders of the area that you would like to geo fence. If needed the delete shape button can be used to start over.
  • Once happy with the shape, click Submit.
• After the audience is created and processed, it can be Associated to the desired Advertiser and used for campaign targeting.
  • Click the Associate button.

• Select the desired Advertiser from the dropdown menu and click Associate.

• Navigate to Advertiser and then select the Campaign or Line that you would like to use the Geo Fencing audience for.
• Enter Edit mode.
• Click the Associate Audiences and search for your Geo Fencing audience Name or ID.

• Add New Group and drag and drop the audience to the right hand side.
• Save edits made.

The Geo Fencing audience is now applied to your Campaign or Line.

Remarketing audiences can be built from a pixel placed on the advertiser’s website like on the homepage or checkout page. These pixels can be built in the Advertiser details section. Give the pixel a name and select the ‘Create Custom Audience’ checkbox. The ‘Days to live’ field is the expiration window for an IP in the audience and the max expiration is 180 days. Typically 30, 60, or 90 days is input here. For example, in the screenshot below, this remarketing audience would include visitors to the website in the last 90 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.

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. 

LiveRamp CRM Audiences

Leverage Pontiac’s LiveRamp integration to target a list of email addresses, phone numbers, or names and postal addresses.  

Overview

Turn your CRM data into targetable audience lists in the Pontiac platform to digitally reach users from previous email lists and/or mailing campaigns on the open web.

MEDIA TYPE:
Banner, Video

INVENTORY TYPE:
Web, Mobile-Web, Mobile In-App

DEVICE TYPES:
Desktops & Laptops, Mobile Phones, Tablets

PRICING:
$2.00 CPM for Audience Data

MEDIA TYPE:
Banner, Video

INVENTORY TYPE:
Web, Mobile-Web, Mobile In-App

DEVICE TYPES:
Desktops & Laptops, Mobile Phones, Tablets

PRICING:
$2.00 CPM for Audience Data

Setup

To get started using LiveRamp, read the LiveRamp tutorial here: LiveRamp Tutorial

When a Pixel is generated in Pontiac, there are the optional fields:

• Create CTV Audience
• Create Origin Audience
• Create Curation Audience (only enabled when Create CTV Audience is checked)

These create audiences that will appear in the Audiences tab in the Custom audience expandable section with the Type as Pixel IPs and can be associated and targeted on the Campaign/Line level.

UI walkthrough

• Create a New Pixel
• On the Advertiser level, click the New Pixel button.
• Give your pixel a Name and select the Create CTV Audience.
• Once selected, the Create Curation Audience checkbox becomes available.
• Enter the desired Days to Live: This determines how many days of distinct IPs will be included when the audience is sent to Index.
• Save the pixel to generate the Img and JS pixel code.

• After saving, click into the new Curation Audience name to view details.
• Add any of the query string macros for additional tracking. Work with your web developer to ensure macros are implemented correctly and data is passed back as expected.
• Copy and paste the Pixel URL (Img or JS) code onto the desired page to begin tracking.

It will then appear in the Audience tab under the Custom expandable section automatically.

To target this audience, associate it to the Campaign or Line level depending on needed targeting layers.

Association Example

On the Campaign or Line level, click the Associate Segments button and search for the Pixel IP audience name or ID. Then click Add New Group and drag and drop the Pixel IP audience. Close the dialog and scroll to the top of the page to hit the Save button.