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