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.

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

*For OTT/CTV, it is only recommended to use audiences from the providers TruAudience (Tru Optik), Lotame and Comscore.

Strategies by Inventory Type

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
Third-Party Audiences	X	X	X	X*	X
Zip Code Targeting	X	X	X	X	X

*For OTT/CTV, it is only recommended to use audiences from the providers TruAudience (Tru Optik), Lotame and Comscore.