Custom Audiences are first-party audiences created or generated within Pontiac using data available to the Advertiser or Seat. They can be used to target users, devices, geographic areas, or specific web content.

Custom Audiences are managed under Bidder > Audiences > Custom and can be associated with eligible Campaigns or Lines for targeting or anti-targeting.

Custom Audiences include:

• IP Ranges
• Zips
• IFAs
• Hashed IPs
• Full URLs
• Pixel IP Audiences

Custom Audiences expire 180 days after they are created. The expiration date is displayed in the Audiences tab. An expired audience can be reactivated by opening the Audience, selecting Active, and clicking Save.

If an Audience appears in gray and cannot be associated, it may be expired or incompatible with the selected creative or inventory type.

Create a Custom Audience

1. Navigate to Audiences > Custom.
2. Select New Custom Audience.
3. Give the Audience a name.
4. Select the applicable Audience type.
5. Enter the Audience data using the required format.
6. Save the Audience.

The following Custom Audience types can be created manually:

• 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 or Line, continue to the following documentation: Campaign Audiences and Line Audiences

Pixel IP / Remarketing Audiences

Pixel IP Audiences are remarketing audiences automatically generated from qualifying Pontiac Pixels and displayed under Audiences > Custom.

They can be built from different types of exposure:

• Website activity: Place a Pontiac Pixel on an Advertiser’s website, such as the homepage, product page, or checkout page, to build an Audience of qualifying visitors.
• Creative exposure: Add a Pontiac Pixel to a Creative as an impression tracker to build an Audience of users exposed to that Creative. These users can later be retargeted, including through a different media type as part of a cross-channel strategy.

Create a Pixel IP Audience

When creating or editing a Pontiac Pixel, the following Audience settings are available:

• Create Custom Audience: Creates a Pixel IP Audience from qualifying Pixel fires.
• Days to Live: Determines the number of days each record remains active in the Audience.
  • The default value is 180 days. Common windows include 30, 60, or 90 days.
  • Updating the Days to Live value applies only to future records added to the Audience.

Once generated, the Audience automatically appears under Audiences > Custom using the associated Pixel name and ID. The Audience begins populating as qualifying Pixel activity is recorded.

When viewing the Audience, the displayed IP list is limited to a sample of 30,000 records, while the Records field displays the total Audience record count.

Pixel Placement

The Pixel can be implemented in one of two ways:

• Website Remarketing: Place the Pixel on the desired page of the Advertiser’s website. For example, a thank you page, homepage, etc.
• Creative Exposure Remarketing: Add the Pixel to a Creative as an Impression Tracker.
  1. Navigate to the applicable Advertiser.
  2. Open the Pixel and copy the desired Pixel Image URL, for example, using Pixel ID 1720: https://pix.pontiac.media/pixel?id=1710&type=2
  3. Open the applicable Creative.
  4. Switch to the Trackers tab.
  5. Add the Pixel URL as an Impression Event Tracker.
  6. Save the Creative.

Once the Pixel begins firing through either method, the resulting Pixel IP Audience will populate under Audiences > Custom, and the Records count will begin increasing as qualifying activity is captured.

Associate the Pixel IP Audience to Your Campaign or Line

To use the Pixel IP Audience for targeting:

1. Navigate to the applicable Campaign or Line.
2. Enter Edit mode.
3. Select Associate Segments.
4. Search for the Pixel IP Audience by name or ID.
5. Select Add New Group and drag the Audience into the targeting group.
   • Select the green plus (+) to target the Audience.
   • Select the red minus (–) to anti-target the Audience.
6. Close the dialog and select Save.