Level	Features
Seat	Seat Settings (Users, Addendum, Preferences)
	Create & Edit Advertisers
	Inventory Management (Site, App, & Deal Lists, Deals, Negotiated Deals)
	Audiences Management (Custom, Contextual AI, ART Audiences, Third Party Audiences, On Boarded)
	Templates Management
	Reporting Management
Advertiser	Edit Advertisers
	Set Advertiser Margin
	Campaign Management (Create, Edit, Clone, Save as Template)
	Creative Management
	Pixel Management
	Performance Overview (Bid Data, Campaign Performance, Advertiser Daily Performance, Video Events)
Campaign	Manage Budget
	Manage Pacing & Dayparts
	Enable & Manage Flights
	Enable Campaign Frequency & Recency
	Associate Creatives
	Associate Audiences
	Associate Pixels
	Line Management (Create, Edit)
	Performance Overview (Bid Data, Line Performance, Campaign Daily Performance, Video Events)
Line	Line Management (Create, Edit, Clone, Save as Template)
	Inventory Type
	Manage Bidding
	Manage Budget
	Budget Multiplier & Allocation Weight
	Manage Pacing & Dayparts
	Enable Line Frequency & Recency
	Enable & Manage Foot Traffic Reporting
	Enable Custom Model
	Targeting
	Associate Creatives
	Associate Audiences
	Associate Pixels

The Pontiac Intelligence Platform provides tools for managing Advertisers, Campaigns, Lines, Inventory, Audiences, and Reporting. This guide covers how to navigate the platform and use common interface features, including searching, filtering, customizing table views, and reviewing performance data.

Switching Between Platform Sections

The dropdown in the upper-right corner allows users to switch between the available Pontiac platform sections.

Available options include:

• Bidder: Manage programmatic advertising Sub Seats (if enabled), Advertisers, Campaigns, Lines, Inventory, Audiences, Templates, and Reporting.
• ART: Access audience research and inventory availability tools.
• DOOH: Access digital out-of-home advertising tools.
• Analytics: Access Pontiac’s Analytics Suite for campaign planning, audience analysis, targeting optimization, and incrementality measurement.
• Admin: Access account administration, Billing, Seat Settings, Help Center, Notifications, and Wiki.
• Logout: Sign out of the platform.

Select the desired section from the dropdown to switch between platform tools. Available options may vary based on account access and permissions.

Bidder Navigation Tabs

Within the Bidder section, the top navigation menu provides access to the following:

• Sub Seats: Access and manage Sub Seats, when enabled.
• Advertisers: Create and manage Advertisers, Campaigns, Lines, Creatives, and Pixels.
• Inventory: Manage Site, App, and Deal Lists, and access available and negotiated Deals.
• Audiences: Create and manage Audiences used for targeting.
• Templates: Manage reusable Campaign and Line templates.
• Reporting: Create and manage performance reports.
• Pacing: Monitor Campaign and Line budgets, pacing, and delivery.

Select a tab to access the corresponding features and tools.

Global Search

The Search field in the upper-right corner of the platform allows users to search for Pontiac objects across the current Seat, including Advertisers, Campaigns, Lines, Creatives, and Audiences.

Enter a name or ID to locate an object and select a result to navigate directly to it.

Unlike the Search fields within individual tables, Global Search allows users to find objects without first navigating to their corresponding section.

Notifications and Help

Icons in the upper-right corner provide access to additional platform resources, including:

• Envelope Icon = Help Center: View and manage support requests and communications with the Pontiac Support team.
• Bell Icon = Notifications: View platform updates, new feature announcements, and other notifications.
• Chat Icon = Pontiac Assistant: Access Pontiac’s AI-powered assistant for help navigating the platform, understanding features, and managing Campaigns.

The Admin section also provides access to the Help Center, Notifications, and Wiki.

Pontiac Assistant

The Pontiac Assistant is an AI-powered tool designed to help users navigate the platform, understand available features, and streamline Campaign management.

Users can ask questions in natural language to get assistance with platform functionality, Campaign setup, troubleshooting, reporting, and other common workflows.

To access the Assistant, click the chat icon in the upper-right corner of the platform.

For more information on available capabilities, example prompts, and how to use the Assistant, see Pontiac Assistant.

Footer Navigation and Switching Seats

The footer provides quick access to additional navigation options, including:

• Contact Us: Access Pontiac contact and support resources.
• Switch Seat: Switch between Seats you have access to.

To switch Seats:

1. Click Switch Seat in the footer.
2. Enter the Seat ID or Seat Name you want to access.
3. Select the desired Seat to switch to it.

The footer also displays the current Seat ID and platform version.

Note: Always confirm the selected Seat before creating or modifying Campaigns, Inventory, or other settings.

Navigating Advertisers, Campaigns, and Lines

Pontiac organizes Campaign management into four primary levels:

Seat → Advertiser → Campaign → Line

• Seat: The account-level workspace for shared Inventory, Audiences, Templates, Reporting, and Seat Settings.
• Advertiser: Represents an individual brand, client, or product and contains its Campaigns, Creatives, and Pixels.
• Campaign: Organizes Lines under shared Campaign settings, such as budget, dates, Flights, pacing, and frequency caps.
• Line: Controls how media is purchased, including bidding, Inventory Type, targeting, and other delivery settings.

To navigate between levels:

1. Select Advertisers from the Bidder navigation menu.
2. Click the Advertiser Name to open the Advertiser.
3. Select a Campaign from the Advertiser’s Campaigns table.
4. Select a Line from the Campaign’s Lines table.

Each level provides access to settings, management tools, and performance information relevant to that object.

For a complete overview of the features available at each level, see Hierarchy.

Searching and Filtering Tables

Tables throughout Pontiac include controls for locating records, filtering results, adjusting page size, and customizing displayed information.

The Advertisers table below provides an example of these controls.

• Search bar
• Filter Status
• Page Size
• Total Items
• Page
• Reporting Interval
• Customizing Table Columns

Search

Use the Search field above a table to find specific records.

Enter a name or ID to narrow the results displayed in the table.

Search functionality may vary depending on the page.

Filter Status

The Filter Status dropdown allows users to filter records by their current status.

• All: Displays both Active and Inactive records.
• Active: Displays only Active records.
• Inactive: Displays only Inactive records.

The default status filter may vary by page.

Changing this filter only affects which records are displayed in the table. It does not modify their actual status.

For example, if you cannot find an Advertiser, Campaign, or Line, check the Filter Status dropdown and select All to include Inactive records.

Understanding Status Indicators and Warnings

Pontiac uses status icons and color-coded indicators throughout the platform to help users identify whether objects are Active, Inactive, or require attention.

These indicators appear in areas such as Advertiser, Campaign, and Line tables, Troubleshoot Checks, Reports, and Creative Audits.

Active and Inactive Status

In Advertiser, Campaign, and Line tables, the Status column displays an object’s configured status.

• Green Check Mark (✓) – Active: The object is enabled.
• Red Minus (−) – Inactive: The object is disabled.

An Active status indicates that an object is enabled, but does not necessarily mean it is currently delivering impressions. Delivery also depends on Campaign and Line dates, budgets, targeting, Creative eligibility, and other settings.

An Inactive status indicates that the object is disabled and is not eligible to serve while inactive.

Note: The Status column displays an object’s configured status, while the Filter Status dropdown controls which objects are visible in the table. To see inactive objects, change the Filter Status to All or Inactive.

Validation Results: Pass, Fail, and Warning

Pontiac also displays validation results within tools such as Line-level Troubleshoot Checks and Creative Audits. These checks help identify potential configuration, eligibility, or delivery issues.

• Green Check Mark – Pass: The evaluated requirements were met.
• Red Indicator – Fail: One or more evaluated requirements were not met.
• Yellow Caution Icon – Warning: A potential issue was identified, or the available information is insufficient to verify the check.

For example, within Line-level Troubleshoot Checks:

• Pass: The targeted Exchange is compatible with the targeted Deal.
• Fail: The targeted Exchange does not align with the Exchange associated with the targeted Deal.
• Warning: Insufficient sample request data is available to verify Deal Exchange compatibility.

Review the individual check results and accompanying messages to understand whether any changes or additional verification are needed.

Creative Audits and Publisher Eligibility

Creative Audit tools help users identify whether Creative assets meet technical requirements and publisher-specific specifications.

Depending on the Creative Type and applicable requirements, these checks may evaluate:

• Creative dimensions and aspect ratio
• Video duration
• Resolution and bitrate
• VAST version and compatibility
• Publisher-specific Creative requirements

A failed check indicates that the Creative does not meet an evaluated requirement and may need to be updated before serving on the applicable inventory.

A warning indicates that additional review or verification may be needed.

Review the individual Creative Audit results to identify which requirements passed, failed, or require attention.

Important: Active/Inactive and Pass/Fail/Warning represent different types of information.

• Active/Inactive indicates whether an Advertiser, Campaign, or Line is enabled.
• Pass/Fail/Warning indicates the outcome of a specific validation or eligibility check.

Although these indicators may use similar colors, they serve different purposes. An Active Campaign or Line may still fail a Troubleshoot Check, and a Creative may pass certain technical checks while failing others.

A green check mark does not guarantee that an object will deliver impressions. It only confirms that the specific status or check is satisfied.

Page Size and Pagination

The Page Size dropdown controls how many records appear on each page.

The Total Items field displays the number of records matching the current view, while the Page dropdown allows users to navigate between available pages.

For example, if the table contains 200 records and the Page Size is set to 50, the results will be divided across four pages.

Increase Page Size to display more records at once, or use the Page dropdown to navigate between pages.

Reporting Interval

Many tables include a Reporting Interval dropdown that controls the period used to calculate and display performance metrics.

Depending on the table, available intervals may include Yesterday, Today, 7 Days, 30 Days, Month to Date, Last Month, and Lifetime.

Selecting a different Reporting Interval updates the performance metrics displayed in the table, such as:

• Impressions
• Total Cost
• Revenue
• IP Conversions
• Other available performance metrics

For example, selecting Yesterday displays the previous day’s performance, while selecting 7 Days displays performance for the corresponding seven-day period.

Note: The Reporting Interval changes the reporting period for displayed metrics. It does not modify Campaign settings, budgets, or delivery.

Customizing Table Columns

Many tables allow users to customize which columns and metrics are displayed.

To customize a table:

1. Click the column selection icon (three horizontal lines) in the upper-right corner of the table.
2. A dropdown will display the available columns.
3. Check a column to display it in the table.
4. Uncheck a column to hide it from the table.

Changes to the selected columns update the information displayed in the table.

For example, users reviewing Advertiser performance may choose to display:

• Lines
• Campaigns
• Imps
• Total Cost
• Revenue
• IP Convs
• Clicks
• CPC

Available columns vary depending on the table and platform level.

Selecting Reporting Dimensions and Metrics

Within Pontiac’s Reporting tools, users can select the Dimensions and Metrics included in their reports.

• Dimensions determine how report data is grouped, such as by Advertiser, Campaign, Line, Creative, or Date.
• Metrics determine which performance values are displayed, such as Impressions, Total Cost, Revenue, or Conversions.

The selected Dimensions and Metrics determine both the columns included in the report and their order.

Important: The order in which Dimensions and Metrics are selected determines the order in which their corresponding columns appear in the report. To change the column order, adjust the selection order when configuring the report.

For additional information on generating reports and selecting available Dimensions and Metrics, see Reporting.

Related Documentation

• Hierarchy: Understand Pontiac’s Seat, Advertiser, Campaign, and Line structure.
• How to Launch Your First Campaign: Step-by-step instructions for creating and launching a Campaign.
• Reporting: Learn how to generate and customize performance reports.
• Pacing: Learn how to monitor Campaign and Line budgets and delivery.

This guide walks through the full process of launching a campaign in Pontiac, from setting up your Advertiser and Creatives to creating, launching, monitoring, and optimizing your Campaign and Lines. Links to the full documentation for each step are included throughout the guide for additional setup details and instructions.

1. Set Up Your Advertiser
   • The Advertiser represents an individual brand, product, or client in Pontiac. It serves as the parent level for everything associated with that advertiser, including Campaigns, Lines, Creatives, Pixels, and Audiences.
     • Create an Advertiser
2. Upload Your Creative
   • Upload the creative assets or third party tags that will be used in your campaign. Creatives are created and managed at the Advertiser level and can then be assigned at the Campaign and/or Line level.
     • Creative Upload Process
3. Create Your Campaign
   • Create the Campaign that will house your Lines and define the overall Campaign settings, including dates, budget, Flights (if applicable) and other Campaign level controls.
   Best Practices:
   • Use Campaign level targeting only for settings that should apply universally across all Lines.
   • Use Line level targeting for strategy-specific targeting and optimization.
   • Apply targeting at one level whenever possible, unless the intent is to intentionally narrow eligible inventory through intersection filtering.
     • Campaigns
     • Flights
4. Create Your Line
   • Lines control how your campaign buys media. This is where you will configure settings such as inventory, targeting, bid price, budget, dates, Creatives, and other strategy specific controls.
     • Lines
5. Review Before Launching
   • Review your Campaign and Line settings to confirm that budgets, dates, targeting, Creatives, and other required settings are configured correctly. Use the Line level Performance tab troubleshooting checks to identify any setup or delivery issues.
     • Line Level > Performance Tab Troubleshoot Checks
   • From the Advertiser level, download the full campaign setup to review Campaign, Flight (if applicable), and Line configurations before launch.
     • Download Campaign Setup
   • Confirm that your Creatives meet the specifications for the publishers you plan to target using Creatives > Publisher Spec Eligibility.
     • Publisher Specs Eligibility
6. Launch and Monitor
   • Once your setup has been reviewed, activate your Campaign and Lines and begin monitoring delivery and performance. Use the Pacing tab, reporting tools, and Line level troubleshooting checks to monitor campaign activity and identify issues that may affect delivery.
     • Pacing Tab
     • Reporting
     • Line Level > Performance Tab Troubleshoot Checks
7. Optimize Performance
   • Once your campaign has collected enough performance data, use the Pontiac Analytics suite to identify opportunities for optimization. Run Targeting, Audience, or Incrementality analyses to better understand performance across different variables and audiences. You can also create and upload a User Defined Model to apply your own scoring strategy to campaign optimization.
     • Pontiac Analytics Suite
     • User Defined Models
     • Model Association

As streaming services have become widely adopted and methods for consuming TV content have drastically changed, the terms OTT and CTV have become exceedingly popular in the advertising world. But with this growing popularity the terms have become ambiguous as players in the industry began to use them interchangeably and the lines between them became blurred. This guide is intended to provide clarity into the industry definitions, Pontiac terminology, and best practices for implementing both CTV and OTT campaigns through the Pontiac Platform.

CTV vs OTT vs Video

• OTT (Over-the-Top) is TV content delivered to a device via an internet connection. OTT is defined as a delivery method and content type (premium TV content delivered via internet) and can be streamed on any device type: smart TVs or mobile devices or desktops. OTT is considered premium digital video, and it is the highest-quality format available programmatically, with completion rates as high as 90%. For example, this could be a user watching Hulu on their phone, desktop, OR on their Smart TV.

• CTV (Connected TV) is a sub-set of OTT Video, where the OTT content is delivered specifically on TELEVISIONS connected to the internet. CTV is defined by the device type and includes – Device types: smart TVs, gaming consoles, and set-top boxes. An example of this would be a user watching Hulu on their TV.

• Video is the creative type for all OTT and CTV. All OTT and CTV campaigns are Video, but not all Video is OTT or CTV. Online Video (OLV) can also run across other websites and apps within content that is not considered OTT and on devices that are not considered CTV. For example, a video ad in the Candy Crush app on a mobile device.

Despite the technical definitions above, it is commonly understood in the industry that CTV refers to any OTT across TVs, and ‘OTT’ is typically used to refer to other ‘non-CTV’ OTT content. For this reason and for the purposes of the Pontiac Platform, ‘CTV’ refers to OTT content that runs across connected television devices – Smart TVs, Game Consoles, and Set Top Boxes. The ‘Inventory Type’ ‘OTT’ will refer to all other OTT content that is not CTV, that being content streamed on other devices – Mobile Phones, Tablets, Desktops and Laptops.

Please see the following page for more information on CTV, OTT, and OLV best practices for setups: Setup Guides

Overview

The Pontiac Intelligence DSP offers a wide variety of granular targeting tools that enable Advertisers to better reach their target Audience and subsequently maximize their ad spend. Given how different types of inventories, data, and media interact, there are some complexities as to how targeting parameters and features can be combined and layered on a Campaign and/or Line Item (Inventory, Geo, Audience Targeting). The following Strategies Guide provides insight into creating intelligent and functional targeting on your Line Items according to your media type and KPIs.

Core Framework

Layer	Options
Inventory	Web · In-App · Combined
Media Type	Audio · Display · Online Video · Combined Video · Streaming / CTV
Device Type	Personal Computer · Phone · Tablet · Connected TV · Connected Device · Set Top Box
Creative Type	Video (Ad Server Video Tag, First Party Video), Audio (Ad Server Audio Tag, First Party Audio), Banner (Ad Server Banner Tag, First Party Banner, HTML5), and Native

Strategies by Media Type

KPIs & Attribution	Audio	Display	OLV	OTT/CTV
CTR	X	X	X
CPC	X	X	X
Viewability		X	X
Post-Click Conversions		X	X
Post-View Conversions		X	X
CPA		X	X
IP Conversions	X	X	X	X
Foot Traffic Conversions	X	X	X	X
Video Completion Rate			X	X
Listen Through Rate	X

Device Targeting	Audio	Display	OLV	OTT/CTV
Person Computer	X	X	X	X
Mobile Phone	X	X	X	X
Tablet	X	X	X	X
Connected TV			X	X
Connected Device			X	X
Set Top Box			X	X

Inventory Targeting	Audio	Display	OLV	OTT/CTV
App List	X	X	X	X
Site List	X	X	X
Contextual AI		X	X
Deal	X	X	X	X

Audience Targeting	Audio	Display	OLV	OTT/CTV
Creative Audience	X	X	X
Device ID Targeting		X	X
Geofencing		X	X
Geoframed		X	X
Liveramp CRM Audiences		X	X
Remarketing		X	X
Third-Party Audiences		X	X	X
Zip Code Targeting	X	X	X	X

Strategies by Inventory Type

Web Inventory

Media Type/Device	PC	Phone	Tablet	CTV	Connected Device	Set Top Box	Creative Types
Display	X	X	X				Display, HTML5, Native
OLV	X	X	X				Video
Audio					
Streaming/CTV					

In-App Inventory

Media Type/Device	PC	Phone	Tablet	CTV	Connected Device	Set Top Box	Creative Types
Display		X	X				Display, HTML5, Native
OLV		X	X				Video
Audio		X	X				Audio
Streaming/CTV

Streaming/CTV In-App Inventory

Media Type/Device	PC	Phone	Tablet	CTV	Connected Device	Set Top Box	Creative Types
Display
OLV
Audio
Streaming/CTV				X	X	X	Video

Combined Inventory

Media Type/Device	PC	Phone	Tablet	CTV	Connected Device	Set Top Box	Creative Types
Display	X	X	X				Display, HTML5, Native
OLV	X	X	X				Video
Audio		X	X				Audio
Streaming/CTV				X	X	X	Video

KPIs & Attribution	Web	Mobile-Web	Mobile In-App	OTT/CTV	Combined
CTR	X	X	X		X
CPC	X	X	X		X
Viewability	X	X	X		X
Post-Click Conversions	X	X	X		X
Post-View Conversions	X	X			X
CPA	X	X	X		X
IP Conversions	X	X	X	X	X
Foot Traffic Conversions	X	X	X	X	X
Video Completion Rate	X	X	X	X	X
Listen Through Rate	X	X	X		X

Device Targeting	Web	Mobile – Web	Mobile In-App	OTT/CTV	Combined
Person Computer	X			X	X
Mobile Phone		X	X	X	X
Tablet		X	X	X	X
Connected TV				X	X
Connected Device				X	X
Set Top Box				X	X

Inventory Targeting	Web	Mobile – Web	Mobile In-App	OTT/CTV	Combined
App List			X	X	X
Site List	X	X			X
Contextual AI	X	X			X
Deal	X	X	X	X	X

Audience Targeting	Web	Mobile – Web	Mobile In-App	OTT/CTV	Combined
Creative Audience	X	X	X		X
Device ID Targeting	X	X	X		X
Geofencing			X		X
Geoframed			X		X
Liveramp CRM Audiences	X	X	X		X
Remarketing	X	X	X	X	X
Third-Party Audiences	X	X	X	X	X
Zip Code Targeting	X	X	X	X	X

Pontiac Analytics Suite Overview

Understand > Activate > Prove

Insights are only as powerful as your ability to act on them. With Pontiac’s Analytics Suite, you can move from analysis to optimization instantly by applying model outputs directly to your campaigns with no manual translation or workflow gaps.

No complex integrations. No big lift. Just seamless activation within the same platform where you run your campaigns.

Deep Dive

• Analytics Documentation: Deep dive into each pipeline and how to generate reports
• Planning Documentation: Learn how to build AI-assisted media plans using campaign inputs, audience insights, and Pontiac marketplace data to recommend inventory and expected scale.
• Audience Documentation: Learn how to understand your audience, build personas, and identify high-value and lookalike segments
• Targeting Documentation: Explore how to identify performance drivers and apply optimizations to campaign delivery
• Incrementality Documentation: Understand lift measurement, control vs exposed methodology, and true performance impact

No black boxes. No guesswork. Just transparent models, seamless activation, and results you can stand behind.

What is the Analytics Suite?

The Pontiac Analytics Suite is built around three core pipelines that cover the full campaign lifecycle:

• Planning: Build smarter media plans before launch
  • Uses LLM-powered research and Pontiac marketplace data to recommend audiences, content, inventory, and expected scale
  • Helps align campaign goals, targeting strategy, budget, and available inventory
  • Produces a plan that can be reviewed, refined, and launched directly in the platform
• Audience: Know who converts, what defines them, and where to find more of them before you spend a dollar.
  • Builds personas using privacy-safe, census-based data
  • Identifies high-value ZIP codes and lookalike expansion opportunities
  • Helps guide targeting and messaging strategy
• Targeting: Activate and optimize performance in-flight
  • Surfaces key performance drivers across geo, device, content, time of day, and more
  • Applies insights directly to bidding and delivery
  • Reduces waste and improves efficiency with no manual breakouts
• Incrementality: Prove the true impact of your media
  • Compares exposed vs control groups to isolate true lift
  • Calculates real CPA and statistically validated performance
  • Identifies where to scale, test, or reduce spend, with the ability to automatically apply those optimizations

Every model is fully transparent, showing exactly how decisions are made. And when you’re ready to act, applying those insights takes just a few clicks.

From Analysis to Activation

The Analytics Suite doesn’t just generate insights, it enables immediate action. Follow these simple steps:

1. Generate a Targeting, Audience, Incrementality, or Full Analysis report
2. Navigate to the Targeting section at the Campaign or Line level
3. Select the Custom Model tab
4. Enable Use Custom Models
5. Choose your model from the available list

Once enabled, your model is applied directly to Campaign and or Line delivery.

Bid recommendations vary by media type, inventory source, Deal requirements, targeting, and auction competition.

The recommendations below are intended as starting points. Actual clearing prices may vary, and bids may need to be adjusted based on delivery and available inventory.

For information on configuring Basic Bid, Bid at Total eCPM, Bid at Floor Price, Bid at Floor Price Plus, and Advanced Bid Controls, see Line Setup.

Bid Recommendations by Media Type

CTV

Typical CTV pricing ranges from approximately $28–$40 CPM, with premium inventory often available above $40 CPM.

When targeting a CTV Deal, the publisher will provide a CPM floor. We generally recommend setting the bid approximately 10–20% above the minimum floor to improve auction competitiveness.

CTV inventory may also be available through the Open Exchange at lower CPMs. However, PMP Deals are generally recommended when greater control over publisher and inventory quality is desired.

OTT

OTT PMP Deals operate in real-time bidding environments with a publisher-defined price floor. The price floor represents the minimum CPM required to participate in the auction.

These auctions can be competitive, and clearing prices may be approximately 20–40% above the Deal Price Floor. Closing CPMs commonly fall within the $20–$40 range, although actual pricing varies significantly based on factors including:

• Publisher and inventory quality
• The Deal’s position within the publisher’s waterfall
• Auction competition
• Content format, such as Live or Short Form
• Seasonality and time of year

As a starting point, we generally recommend bidding approximately 10–20% above the Deal Price Floor. If the Line is not achieving the desired scale, gradually increase the bid.

OLV

Bid prices vary depending on the video inventory and Deal. As a starting point, we generally recommend a base bid of at least $5–$10 CPM.

Run an Inventory Availability Report to review average CPMs based on your Campaign targeting and available inventory.

Audio

Audio inventory can be purchased through either the Open Exchange or PMP Deals.

Open Exchange: Typically clears between $7–$13 CPM

PMP Deals: Commonly ranges from $9–$20 CPM

Individual PMP Deals may have their own recommended bid ranges or floor prices.

Display

Display bid prices vary based on targeting criteria and Audience data. A standard starting recommendation is approximately $2–$4 CPM, although recommended bids may increase as targeting becomes more granular.

Native

Native bid prices vary based on inventory, targeting criteria, and Deal requirements. As a starting point, we recommend a bid of approximately $4 CPM. PMP Deals may have specific floor prices or bid recommendations that should be used as guidance.

Bidding Above the Floor

For inventory with a defined floor price, bidding exactly at the floor may reduce auction competitiveness.

As a general starting point, consider bidding approximately 10–20% above the floor, particularly for competitive CTV, OTT, and PMP inventory.

Pontiac’s Bid at Floor Price Plus functionality can also be used to automatically add a CPM amount or percentage above the observed floor while respecting the configured Max Bid Price.

For configuration instructions and examples, see Line Setup.

How Audience and Attribution Fees Affect Cost

By default, Audience, data, and attribution fees are applied separately from the media bid and do not need to be manually added to the Line’s Bid Price.

The Line’s media bid determines how much Pontiac can bid for the inventory, while applicable additional fees are reflected in Total Cost.

For example, if a Line has a $2.50 media bid and targets a third-party Audience with a $1.50 CPM data cost, Pontiac can bid up to $2.50 CPM for the media. The $1.50 Audience fee is applied separately when calculating Total Cost.

As a result:

• Bid Price / Media Cost CPM reflects the cost of the media.
• Total Cost / Total Cost CPM reflects the media cost plus applicable Audience, data, attribution, and other platform fees.

Note: When Bid at Total eCPM is enabled, Pontiac adjusts the media bid to account for certain applicable fees so that the total eCPM remains within the configured Bid Price. See Line Setup for the fees included in this calculation and configuration instructions.

Third-Party Audience Fees

Third-party Audiences may have an associated CPM data cost. This fee is applied separately from the media cost and included in Total Cost.

Examples of third-party Audience costs include:

• LiveRamp CRM segments: Associated Audience CPM
• TransUnion CRM segments: Associated Audience CPM
• OnSpot / Geoframed segments: Associated Audience CPM
• Other Third-Party Audiences: Associated CPM displayed for the Audience

Depending on the Audience and seat configuration, additional data commissions may also be included in Total Cost.

Contextual AI and ART Audience Fees

Contextual AI and ART Audiences may also have associated data fees. These fees are applied separately from the media bid and included in Total Cost.

If no applicable third-party Audience fee is present:

• A targeted Contextual AI Audience may apply the seat’s configured Contextual fee.
• A targeted ART Audience may apply the seat’s configured ART fee.

Foot Traffic Attribution Fees

Foot Traffic Attribution fees are also applied separately from the media bid and included in Total Cost. They do not need to be added to the Line’s bid recommendation.

Foot Traffic Attribution pricing varies based on negotiated pricing and may differ by media type.

For example, a CTV Line with a $15.00 media bid and Foot Traffic Attribution enabled will continue to bid up to $15.00 CPM for media. The applicable Foot Traffic fee is added separately when calculating Total Cost.

If Bid at Total eCPM is enabled, the Foot Traffic fee is instead accounted for when Pontiac adjusts the media bid to remain within the configured total eCPM.