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	First Party (Banner, Video, Audio) · Ad Server Tag (Banner, VAST Video, Audio) · Native · HTML5

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