An Audience is a group of users, devices, locations, or content that can be used to refine who or what a Campaign or Line is eligible to target.

Audiences are managed at the Seat level, rather than within an individual Advertiser. Once an Audience is available to the Seat, it can be associated with eligible Campaigns or Lines for targeting or anti-targeting.

The Audiences section is organized into the following categories:

• Custom Audiences: First-party audiences created directly in Pontiac using data such as IP Ranges, Zips, IFAs, Hashed IPs, Pixel IPs, or Full URLs.
  • Pixel IP Audiences: Remarketing audiences automatically created from qualifying Pontiac Pixels added as a Creative Impression Tracker and displayed within Custom Audiences.
• Contextual AI: Content-based audiences created from example URLs, descriptive text, or Pontiac-curated contextual segments.
• ART Audiences: Public ART Audiences or ART audiences created from Audience Research or Audience Discovery reports.
• Third Party Audiences: Audiences provided through external data partners and integrated audience sources.
  • Third Party: Third-party data segments available through the TransUnion Data Marketplace.
  • Onboarded / CRM Audiences: First-party customer data onboarded through integrations such as LiveRamp or TransUnion.
  • Geo Fencing: Location-based audiences created using visitation data for defined geographic areas. Geo fences can be configured using a custom Geo Fence Shape or a Latitude/Longitude Radius.

Audience availability, supported inventory, pricing, and setup requirements may vary by Audience type.

Audience Hierarchy

For a standard Seat, Audiences are managed alongside Advertisers at the Seat level:

Seat
├── Audiences
└── Advertisers
    ├── Creatives
    ├── Pixels
    └── Campaigns
        └── Lines

Audiences can then be associated with a Campaign or Line depending on the desired targeting strategy.

For accounts using a Master Seat and Sub Seats:

Master Seat
├── Audiences
└── Sub-Seats
    ├── Audiences
    └── Advertisers
        ├── Creatives
        ├── Pixels
        └── Campaigns
            └── Lines

Audiences created at the Master Seat level may be made available to associated Sub Seats for targeting while remaining managed by the Master Seat. Sub Seats can also create and manage their own Audiences.

The sections below explain each Audience type, how it is created or onboarded, and how it can be used for Campaign or Line targeting.