All campaigns must have at least 1 line item created under them, or they will not deliver impressions. The campaign object can control the budget of associated lines, but the Line is used to execute the spend.

To create a new Line, follow these steps:

1. Go to the selected Advertiser and Campaign where you want to create the new Line.
2. Navigate to the Lines dropdown section within the Campaign’s dashboard.
3. Select the ‘New Line’ button to begin the creation process.

Setup

1. Name: Enter a unique name for your new Line to identify it easily.
2. Code: Optional and for reporting purposes.
3. Active Status: The ‘Active’ box is automatically checked, but uncheck it if you want to create an Inactive Line.
4. Select Start and End Dates for your Line if not managed at Campaign Level.
5. Deploy Date: Read-only field that shows the date the Line Item was created.
6. Budget: Line’s budget by spend. Inherited from the Campaign Level or set at the Line Level.
7. Lifetime Cost: The total cost for the Line based on serving dates and bids.
8. Est. Daily Cost: The estimated daily spend if the budget is perfectly distributed and delivers evenly across the selected flight dates. This is not the actual Daily Budget.
9. Budget by Imps: Line’s budget by imps. Inherited from the Campaign Level or set at the Line Level.
10. Lifetime Impressions: The approximated total number of impressions the Line will serve in it’s lifetime.
11. Est. Daily Imps: The estimated daily impressions if the budget is perfectly distributed and delivers evenly across the selected flight dates. This is not the actual Daily Budget.
12. Bid Type:
    • Basic Bid: Standard bid price applied across all inventory of the Line.
    • Bid at Floor Price: The maximum bid price and CPM floor allowed for an auction.
    • Advanced Bid Controls: A feature that allows setting a maximum bid price for Deals, giving more control over bid adjustments and spending limits.
13. Bid Price: The bid price determines how much you are willing to spend based on the selected bid type. For Advanced Bid Controls, set a Default Bid Price and custom bid prices. Deals must be associated at the Campaign and Line level to allow for custom bid prices. When new Deals are added to the Line if a custom bid is not set, the bid price will default to the value set in the Default Bid Price field on the Line.
14. Budget Multiplier: This feature allows the user to specify a multiplier on the daily budget. For example, setting a 1.1 multiplier will allow the Line to adjust the daily budget up to 110% of its typical daily budget. The new daily spend is calculated as Budget Multiplier x Daily Budget = New Daily Spend. Keep in mind, the daily budget may adjust based on pacing, and the actual daily spend could exceed the set multiplier.
15. Budget Allocation: Seamlessly distribute spend across Lines by applying weighted allocations. Requires Manage Budgets to be enabled at the Campaign level.
16. Enable Foot Traffic Reporting: Opt-in to include foot traffic data tracking for your Line.
17. Foot Traffic Lookback: Set the time window for tracking foot traffic data.
18. Custom Model: Reach out through the Help Center or to your Account Manager if you plan to use a custom model for your Campaigns and the Pontiac team will assist you.
19. Enable Line Frequency: This option sets a frequency cap for your Line, determining how often an ad is shown to the same individual user within a specified time frame. You can set the recency, which controls the minimum amount of time between ads shown to the same user.
    • Note that frequency capping is done using IP addresses and can severely limit spend.

Continue to the other sections to complete Line setup.

On the Line Level, if Manage Dayparts was not selected on the campaign level, users can configure the following settings:

• Daily Pacing Type:
  • Even: Spends both the daily and lifetime budgets as evenly as possible.
  • ASAP: Spends the daily budget as quickly as possible and will spend the lifetime budget evenly.
  • Primetime: Allocates the daily budget based on weighted ‘prime’ times of day.
  • Custom: Customize pacing by selecting weights for specific hours, days, and hours per day.
    • Enable ‘Apply curve to all days’ for custom weights to apply across all days.
    • If disabled, set custom weights for each hour of each day individually.
• Apply Curve to All Days: Available only when Primetime or Custom Daily Pacing is selected. The weights are evaluated using the campaign’s selected Pacing Time Zone: {campaign_pacing_timezone}. When enabled, the same hourly pacing weights are applied to all selected days. When disabled, custom pacing weights can be configured independently for each selected day and hour.
• Catch-up ASAP: Opt in or out to allow unspent budget to catch up quickly. This will override the daily budget and daily pacing type selected to spend as quickly as possible until the Campaign or Line reaches 100% pacing. Once the Campaign or Line has caught up on any underspent budget, it will return to the selected daily pacing model.
• Daypart in User Time Zone: When enabled, Dayparts determine impression eligibility using each user’s local day and hour.
  When disabled, Dayparts use the campaign’s selected Pacing Time Zone: {campaign_pacing_timezone}. This setting affects Daypart eligibility only. It does not shift Daily Pacing or its hourly weights into the user’s local time zone.

US National Campaign Best Practices:

• For national US campaigns using a single Pacing Time Zone, Central Time is recommended as a practical default, as it provides a more balanced alignment across Eastern, Central, Mountain, and Pacific audiences.
• For national US campaigns using Primetime pacing, consider using a Custom pacing curve that combines the Primetime curves for the targeted US time zones. This provides broader alignment with local Primetime hours across the country.
  • If Central Time is used as the campaign Pacing Time Zone, take the standard Primetime curve for each targeted time zone, shift each curve so its peak represents 8pm local time, and combine the curves.
  • For the continental US, an 8pm local Primetime peak corresponds to the following hours in Central Time:
    • Eastern Time (ET): 7pm CT
    • Central Time (CT): 8pm CT
    • Mountain Time (MT): 9pm CT
    • Pacific Time (PT): 10pm CT
  • If targeting the broader US, Alaska Time and Hawaii-Aleutian Time can also be incorporated into the Custom curve.
  • Rather than producing a single sharp Primetime peak, the combined curve creates a broader evening window as Primetime moves across the country: low overnight → gradual increase throughout the day → stronger around 6pm CT → highest from approximately 7–10pm CT → taper later in the evening.

If the ‘Enable Line Frequency’ feature is checked in the Line Setup, the Frequency & Recency section will become available for the Line.

In the Frequency & Recency section users can configure the following settings:

• Line Frequency: Sets a frequency cap for how often an ad is shown to the same individual user within a specified time frame. 0 will allow for unlimited impressions.
• Time Frame Days: Choose the time frame for the frequency cap.
  • 1-14 days
• Line Recency: Sets the minimum allowable amount of time between ads shown to an individual user.
  • None
  • 1 minute
  • 5 minutes
  • 15 minutes
  • 30 minutes
  • 1 hour
  • 6 hours
• Campaign Frequency: Sets a frequency cap for how often an ad is shown to the same individual user within a specified time frame.
• Time Frame Days: Choose the time frame for the frequency cap.
  • 1-14 days
• Campaign Recency: Sets the minimum allowable amount of time between ads shown to an individual user.
  • None
  • 1 minute
  • 5 minutes
  • 15 minutes
  • 30 minutes
  • 1 hour
  • 6 hours
• Cap By:
  • IP (default): Caps impressions at the household level based on a user’s IP address. Commonly used for CTV environments.
  • IFA: Caps impressions at the device level using an Identifier for Advertising (IFA). Typically used in app-based environments where cookies are not supported (e.g., mobile and CTV apps).
  • Cookies (EU only): Caps impressions at the browser level using cookies. Available in EU-supported web environments where cookie-based tracking is permitted.
  • IFA-Ip: It applies frequency and recency caps using the most reliable identifier available for each impression.
    • When an IFA is available, the cap is applied at the device level using the IFA.
      • This prevents the same device from receiving additional impressions even if its IP changes, such as when moving between Wi-Fi, cellular networks, or hotspots.
    • When an IFA is not available, the cap is applied using the IP address.
    • This helps maintain stronger device-level frequency control where possible while still applying a fallback cap to impressions that do not include an IFA.

For example:

• Line Frequency: 10
• Time Frame Days: 1
• Line Recency: 30 minutes
• Cap By: Ip

This means, for this Line, the ad will be shown up to 10 times per user within a 1-day window, with a minimum of 30 minutes between each ad shown to the same IP Address.

On the Line Level, users can add Foot Traffic Reporting by enabling the feature in the Setup section of the Line. This feature tracks whether users who were served your ads visited specific commercial addresses. Add Addresses in the expandable below. Foot Traffic Reports will generate in the Reporting tab. A Foot Traffic fee may apply when Foot Traffic Attribution is enabled. The fee amount is configured at the Seat level and may vary by account. Contact your Account Manager or reach out through the Help Center if you have questions about the applicable fee.

Ways to Add a Location:

• Address
• Latitude Longitude (Lat Long)
• Geofence
• Bulk Upload

Below are the instructions for setting up a new location using each method.

Address

The Address method attempts to derive a Lat Long point from the address submitted. The radius associated with Address based points is limited to 200m.

Follow these steps to add a location using the Address method:

1. Enable Foot Traffic Reporting in Line Setup.
2. Navigate to the Foot Traffic Reporting dropdown section.
3. Select ‘Add Location’.
4. Enter the following details:
   • Location Name
   • Street Address
   • State
   • Active Status
   • Building Number
   • City
   • Postal Code
   • Radius (meters)
5. Click ‘Save’.

Lat Long

Follow these steps to add a location using the Lat Long method:

1. Enable Foot Traffic Reporting in Line Setup.
2. Navigate to the Foot Traffic Reporting dropdown section.
3. Select ‘Add Location’.
4. Click the ‘Lat Long’ tab on the window pop up.
5. Give location a name.
6. Use the map to select your Lat Long point.
7. Click ‘Save’.

Geofence

Follow these steps to add a location using the Geofence method:

1. Enable Foot Traffic Reporting in Line Setup.
2. Navigate to the Foot Traffic Reporting dropdown section.
3. Select ‘Add Location’.
4. Click the ‘Geofence’ tab on the window pop up.
5. Use the Search tool to find address of your desired location.
6. Give location a name.
7. Click map to create the shape of your Geofence.
8. Utilize the ‘Reset Map Shape’ and ‘Delete Shape’ until the Geofence fits your specifications.
9. Click ‘Save’.

Bulk Upload

The Bulk Upload tab will allow you to upload up to 200 locations at one time.

Please follow the following format:

• Name, Building Number, Street Address, City, State, Postal Code, Active, Radius
• Example Line: City Grill, 10701, Balls Ford rd, Manassas, VA, 20109,1,117
• Note that the fields must be separated by comma’s and the header is optional.

Example CSV file:

Follow these steps to add a location using the Bulk Upload method:

1. Enable Foot Traffic Reporting in Line Setup.
2. Navigate to the Foot Traffic Reporting dropdown section.
3. Select ‘Add Location’.
4. Click the ‘Bulk Upload’ tab on the window pop up.
5. Use the format above for up to 200 locations.
6. Upload CSV file to the Pontiac Platform.
7. Click ‘Save’.

See additional information on Foot Traffic Attribution here: Foot Traffic Studies

The Line Targeting section is designed to enables buyers to control what they buy through the following:

• Deals
• Exchanges
• Geo
• Zip
• OLV
• Livestream
• Site Lists
• App Lists
• Deal Lists
• Device Type
• Channel
• Network
• Publisher
• Genre
• Series
• Title
• Multi Field
• Privacy

See below for more details for each targeting section.

Deals

• Public Deals: Pontiac provides pre-negotiated CTV, OTT, OLV and Audio Deals through a wide variety of publishers in all content categories, available directly in the platform. Click the dropdown to see the full list of available public deals.
• Negotiated Deals: Click the dropdown to see your Seat’s Negotiated Deals. Reach out to the Pontiac Help Center if the deal you are looking for does not appear here.

For more information and best practices, see the following documentation: How to Setup CTV with Deals

Exchanges

Select the exchanges that you wish to buy media through. These are inventory sources that your ad will run through (also known as Supply Side Platforms). You can select as many or as few exchanges as you would like.

For more information and best practices, see the following documentation: How to Setup CTV with Exchanges

Geo

• Country
• Regions
• DMAs

Select Countries, Regions, and DMAs for where your Line will target. Below are the key points to setting up Geo targeting:

• Block List vs Allow List: Geo targeting allows advertisers to control where their ads appear using two different approaches: Allow Lists and Block Lists.
  • Allow List: An allow list is a list of specific geographic locations where ads are allowed to be shown. If an advertiser only wants their Line to run in a particular set of locations (e.g., Countries, Regions, or DMAs), they would use an allow list.
  • Block List: A block list is a list of geographic locations where ads are not allowed to be shown. If an advertiser wants to target a broad region but exclude specific areas, they would use a block list.
• Country Selection: At least one Country must be selected to begin targeting. Once a country is chosen, you can further refine your targeting by adding secondary geographic layers such as Regions, Designated Marketing Areas (DMAs), or Cities. Note that Regions refer to states, provinces, or municipalities.
• Targeting Funnel: Geo targeting works like a funnel, where the most granular targeting condition must ALWAYS be met for an impression to be served. For instance, if you select a zip code in Miami, along with the Miami DMA and United States as the country, your Line will only serve in that specific zip code since it’s the most granular level of targeting.

Each layer of Geo targeting must coincide with the previous layers. If there are conflicts, such as selecting the United States, a New York City DMA, and a Florida zip code, the Line will NOT be able to serve because the DMA and Zip Code are geographically inconsistent.

• Available DMAs: The following countries support DMAs for targeting.
  • Aland Islands
  • Australia
  • Canada
  • China (Diji Shi cities)
  • Finland
  • France (Departments)
  • Germany (German Nielsen Metro Codes)
  • Korea, Republic of (Si/Gun/Gu)
  • New Zealand
  • Norway
  • Russian Federation (Federal Districts)
  • United Kingdom (ITV Regions)
  • United States (DMAs)

Zip Codes

You can target specific zip codes in the United States or other countries through their regional postal code system. By targeting a set of zip codes, a client’s Line ads will only serve in the most relevant areas. These zip codes can be created in either the ‘Audiences’ tab through the Custom Audience Zips Type or in the Line Item targeting menu.

To create a list of zip codes in the Line Item targeting menu, follow the below steps:

1. Select the Country: From the dropdown menu, choose the country you want to target.
2. Enter Zip Codes: Paste the zip codes you wish to target into the textbox, separated by commas.
3. Allow List (Target): Use this to target specific Zip Codes.
4. Block List (Anti-target): Use this to avoid specific Zip Codes.
5. Add a Country: To add a country to the dropdown menu, contact your Account Manager via email

Tip for Better Scale:

• Expand Zip Targets: If your zip code targeting isn’t scaling effectively, use the ‘Expand Zip Targets’ feature. In the Targeting menu, open the zip code tab, enter a radius in meters, and select ‘Get Zips’. This will find zip codes within this radius from the center point of the zip code’s entered. A window will open showing you the list of zip codes found within this radius. Select ‘Add Zips’ to add the new zip codes to the targeting on the Line Item.

OLV

Video environment targeting can be found in the ‘OLV’ tab of the ‘Targeting’ section on both the Campaign and Line Item levels.

Playback Type:

• PreRoll: An instream placement where ad plays before streaming video content.
• MidRoll: An instream placement where ad plays during streaming video content.
• PostRoll: An instream placement where ad plays after streaming video content.
• Outstream: An outstream video is placed in non-video environments among other types of content, ie. web article or mobile game.

Player Size:

• Large: Minimum width of 640 pixels
• Medium: Minimum width of 320 pixels, maximum width of 639 pixels
• Small: Maximum width of 319 pixels

Video Playback Method:

• Autoplay with Sound On
• Autoplay with Sound Off by Default
• Click to Play
• Mouse-Over

Livestream

As noted in the figure above, checking the livestream box will filter out any on-demand (VOD) inventory to target only impressions within content being live-streamed. Live content typically includes sports games, news, coverage of live events, etc. Not all publishers and streaming platforms contain live content, so it is recommended to run an Inventory Availability report to verify if live content is available prior to applying this targeting feature.

Site Lists

If no site list is attached to your Line, domain targeting will be open by default.

• Create Custom Lists:
  • Navigate to the ‘Inventory’ tab.
  • Select ‘New Site List’ or ‘New App List’ or ‘New Deal List’.
  • Once a list is saved, it will automatically appear under the ‘Site Lists’ or ‘App Lists’ or ‘Deal Lists’ section in the ‘Targeting’ menu of the Line.
• Premade Lists:
  • Pontiac also provides premade site lists and app lists for various categories that you can choose from. See the full list and definitions in the following documentation: Site & App Lists
• Allow List vs. Block List:
  • Allow List (Target): Use this to target specific sites or apps.
  • Block List (Anti-target): Use this to avoid specific sites or apps.
• How to Associate Lists:
  • Go to ‘Edit Targeting’ within your Line.
  • In the ‘Sites Lists’ or ‘App Lists’ or ‘Deal Lists’ tab, select the ‘Allow List’ or ‘Block List’ bubble, depending on your targeting needs.
  • Click the green plus sign next to the list you want to target or avoid.
  • The associated lists will appear on the right side of the screen.
  • Click ‘Save’ and the list targeting will be applied.

Note, when creating a new Site List you must paste each website on a new line. The URL should include the top-level domain, second-level domain, and subdomains if applicable. URLs should not include the scheme or subdirectories.

App Lists

Follow the directions under the above Site Lists to create and associate App Lists. When creating a new App List, please use the following format on new lines for each app.

• Line Format: App name, OS ID
• Line Example: com.king.candycrushsaga, 2

Deal Lists

Follow the directions under the above Site Lists to create and associate Deal Lists.

When creating a new Deal List, all available deals will be shown on the left hand side. To add them to your new Deal List, just click the green plus symbol. Press the red minus symbol to remove the deal.

When adding a Deal List to targeting, click the green symbol to add the Deal List and press the red minus symbol to remove the Deal List.

Device Types

Target based on the following Device Types:

• Personal Computer
• Connected TV (CTV)
• Phone:
• Tablet
• Connected Device
• Set Top Box

Channel

To Target specific Channels, enter each value on a separate line and follow the following formatting:

• Line Format: Channel
• Line Example: tlc

Note that you can Require Channel and create a Channel Allow List or Block List.

Network

To Target specific Networks, enter each value on a separate line and follow the following formatting:

• Line Format: Network
• Line Example: discovery

Note that you can Require Network and create a Network Allow List or Block List.

Publisher

To Target specific Publisher, enter each value on a separate line and follow the following formatting:

• Line Format: Publisher
• Line Example: roku

Note that you can Require Publisher and create a Publisher Allow List or Block List.

Genre

To Target specific Genres, enter each value on a separate line and follow the following formatting:

• Line Format: Genre
• Line Example:
  • sitcom
  • comedy
  • family

Note that you can Require Genre and create a Genre Allow List or Block List.

Series

To Target specific Series, enter each value on a separate line and follow the following formatting:

• Line Format: Series
• Line Example: 9e546169b8652754ea43f33d8618135e

Note that you can Require Series and create a Series Allow List or Block List.

Title

To Target specific Titles, enter each value on a separate line and follow the following formatting:

• Line Format: Title
• Line Example: epg

Note that you can Require Title and create a Title Allow List or Block List.

Multi Field

The Multi Field option enables targeting across multiple fields simultaneously. If content matches any of the selected fields (genre, series, title, etc.), the add will be shown to the viewer.

• Line Format: Content
• Line Example:
  • roku
  • sitcom
  • comedy
  • family
  • epg

Note that you can create a Multi Field Allow List or Block List.

Privacy

As noted in the image above, if either of the following options are selected, targeting by any persistent identifiers (e.g., cookies, IDFAs, Google ad IDs, fingerprints), precise geolocation, full IP addresses or full referrer URLs is prohibited. This data will be stripped from the bid request before filtering is applied. In addition, IP address or IFAs cannot be passed back to clients or passed on through pixel/creative macros.

• Serve to COPPA: If this box is checked inventory regulated “COPPA” ( Children’s Online Privacy Protection Act) will be purchased.
• Serve to DNT: If this box is checked users who have elected not to be tracked will be served to.

Curation

Index Curation

Users can automatically create an Index Curated Deal, by enabling our Use Index Curated Deal feature! This helps increase scale. This feature enables automatic deal creation in Index Exchange based on a line’s targeting and can be used to run Display or Video Campaigns. When activated, Pontiac builds a curated marketplace deal in Index that mirrors the line’s targeting parameters and associates it directly with that line automatically.

Conditions:

• Exchange targeting includes Index
• All creatives associated to the line must be of one media type
• Geo targeting must be more granular than Regions or an audience must be attached that p0ushed to a curation platform

Miscrosoft Curation

Users can automatically create a Microsoft Curated Deal, by enabling our Use Microsoft Curated Deal feature! This helps increase scale. This feature enables automatic deal creation in Microsoft Exchange based on a line’s targeting and can be used to run Display or Video Campaigns. When activated, Pontiac builds a curated marketplace deal in Microsoft that mirrors the line’s targeting parameters and associates it directly with that line automatically.

Conditions:

• Exchange targeting includes Microsoft
• All creatives associated to the line must be of one media type
• Geo targeting must be more granular than Regions or an audience must be attached that p0ushed to a curation platform

Custom Model

Insights are only as powerful as your ability to act on them. With our new Analytics Suite capabilities, you can now take analytics outputs as an optimization model and apply them directly to your campaigns instantly.

No manual translation. No workflow gaps. Just seamless activation.

The Custom Model tab, available at both the Campaign and Line levels, brings your models directly into the Targeting workflow, giving you greater control over how and where your models are applied to your campaigns.

To learn more about the analytics models and for instructions on how to generate a report/model, see here: Analytics Documentation

From Analysis to Activation:

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

Once enabled, a table will display all available models associated with the advertiser. Each model includes the following information to help guide selection:

• Name: The name of the report/model
• Date: When the report/model was generated. If you Save & Rerun the original report, the model will automatically update.
• Pipeline: The type of analysis used to generate the model (Targeting, Audience, Incrementality, or Full Analysis)
• Entities: Indicates whether the model was built at the Advertiser, Campaign, or Line level

This streamlined workflow makes it easy to select the most relevant model and move from insight to action in seconds!

When Creative management is handled at the Line level, Creatives can be associated individually with each Line instead of being inherited from the Campaign. This is useful when different Lines require different Creative types or assets.

Note that Creatives must be uploaded and edited on the Advertiser Level. Additionally, if Manage Creatives is enabled on the Campaign level, you will not be able to associate the creative to the Line level. For more information see the following documentation:

• Creatives
• Campaign Creatives

For example, a Campaign may include separate Video, Audio, and Banner Lines. Managing Creatives at the Line level allows the appropriate Creative type to be associated only with the corresponding Line.

Associate a Creative to a Line

1. Select the desired Line.
2. Enter Edit mode.
3. Select Associate Creatives.
4. The table on the left displays eligible Creatives uploaded under the Line’s Advertiser. Select the green (+) button next to a Creative to associate it with the Line. The Creative will move to the table on the right.
5. Repeat as needed to associate additional Creatives with the Line.
6. Close the Associate Creatives window.
7. Select Submit in the upper-right corner of the Edit screen to save the changes.

Repeat this process for each Line to assign the appropriate Creative set.

For information on uploading, editing, auditing, and managing Creatives, see the Creatives documentation.

Associate Audience Segments to the Line of your choosing through Custom Audiences, Contextual Audiences, or ART Audiences.

Custom Audiences

To create a Custom Audience, go to the ‘Audiences’ tab and select ‘New Custom Audience’. Give the Audience a name and select the type of Audience from the dropdown. Here is a list of Types available and the proper line formatting:

• IP Ranges
  • Line Format: [IP] or [Start IP],[End IP]
  • Line Example: 63.148.81.24 or 234.123.0.13,234.123.10.15
• Zips
  • 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
  • Line Format: [Device IFA]
  • Line Example: 735612e1-d4b9-40ec-83da-9ea0d3c5ceb3
• Hashed IPs
  • Line Format: [IP Hash]
  • Line Example: 225f334d5db5e4c824d49cd7b03fc73ae21d1c715573a7c1a86abb7a11a80364
• Full URL
  • 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.

Important things to note:

• Each seat can have a maximum of 50 updatable custom audiences at a time.
• These audiences can also only be updated 50 times per day.
• Custom Audiences expire after 180 days. If a segment appears in gray and cannot be associated, it is either expired or cannot be used for the selected creative or inventory type.

To associate Custom Audience Segments to a Campaign:

1. Navigate to the ‘Audiences’ section.
2. Click the ‘Associate Segments’ button. The segment selection window will appear.
3. Open the ‘Custom Audiences’ dropdown.
4. Click ‘Add New Group’ on the right hand side and drag and drop the Custom Audience name to the right box.
5. Choose to include or exclude the segment.
6. Select which Boolean Logic to follow: Boolean Logic

Contextual Audiences

Contextual AI is an AI-based, custom targeting solution that performs deep content analysis to find the best contextual placements for your ads. The Contextual AI will use the URLs or Text entered in the Audience Input section to build a lookalike model and return a list of the most contextually relevant URLs for targeting.

To create a Custom Contextual Audience, go to the ‘Audiences’ tab and select ‘New Contextual Audience’. Give the Audience a name and select one of the Input Types:

• URLs: Enter source sites below that represent your brand’s target content, this should be the Full URL including the scheme, subdomains, and all subdirectories. Sites should be text rich and not behind a paywall. Enter each URL on a new line.
• Text: Enter a descriptive paragraph of text about the topic of interest to build a list of contextually relevant URLs for targeting. Text should have a minimum of 50 words and maximum of 500.

Associate a Contextual Audience Segment to your Campaign by following these steps:

1. Navigate to the ‘Audiences’ section.
2. Click the ‘Associate Segments‘ button. The segment selection window will appear.
3. Open the ‘Contextual Audience‘ dropdown to browse over 300 AI segments curated by Pontiac categorized by IAB standards.
   • Note, these IAB Category segments cannot be edited and they are already available for use across all of your Advertisers at a $0.25 CPM.
   • To set bids, we recommend adding the average cost of all associated segments to your desired bids for the media.
4. To add a Custom Contextual Audience Segment, scroll to the bottom, select ‘Custom‘, and find the segment name.
5. Click ‘Add New Group’ on the right hand side and drag and drop the Custom Contextual Audience name to the right box.
6. Choose to include or exclude the segment.
7. Select which Boolean Logic to follow: Boolean Logic

Note: Avoid layering this segment with additional inventory or audience targeting, as it may limit Campaign scale. For more information about Contextual AI, continue to the following documentation page: Contextual AI

ART Audiences

The first step to create an ART audience is to build out an ART report in the ‘ART’ section of the platform under ‘Audience Research’ or ‘Audience Discovery’. Create a lookalike model from an existing audience or build a new audience according to desired demographics or interests.

Build an ART Report:

To create an ART audience, first generate an ART report in the ‘ART’ section under Audience Research or Audience Discovery.

1. Audience Research Audiences:
   • Select an existing audience to source key demo & interest data to build custom lookalike models. The existing audience data can be pulled from a Pontiac IP Conversion Pixel placed on the Advertiser’s website, or select key geos to build a lookalike model from the demographics & interests of the selected area.
2. Audience Discovery Audiences:
   • Select key demo & interest categories to define, locate & build your brand’s ideal target audience. Create the ‘ideal’ user profile for your brand, then locate key target markets to reach this demographic.

Note that on the ART Report, the field ‘Auto Refresh’ will determine the cadence at which the report data will refresh. Interest & Inventory data are updated every 30 days and new data may change report results. If a report is set to auto refresh and the matched zip codes in the results of the report are updated, this will automatically update any published audiences associated to the report.

Publish the ART Audience

Once you’ve created an Audience Research or Audience Discovery report, you can publish it as a custom audience for cookieless targeting across Pontiac Campaigns.

1. Open the ART report and select the ‘Publish Audience’ button.
2. Select the threshold for matched zip codes, choosing from:
   • All results
   • Top 10%
   • Top 20%
   • Top 50%
3. Give the Audience a name.
4. Click the ‘Save’ button.

To add an ART audience to a Campaign:

1. Navigate to the ‘Audiences’ section and click ‘Associate Segments’.
2. On the window popup, select the ‘ART Audiences’ dropdown and find your Custom Audiences to target.
3. Click ‘Add New Group’ on the right hand side and drag and drop the ART Audience name to the right box.
4. Choose to include or exclude the segment.
5. Select which Boolean Logic to follow: Boolean Logic

To learn more, see the following documentation: ART Documentation

Continue to the following sections if enabled in the Line Setup: Creatives, Pacing & Dayparts, Pixels, Frequency & Recency, and Foot Traffic Reporting.

On the Line Level, users can Associate Pixels. Note that Pixels must be created and edited on the Advertiser Level. For more information see the following documentation: Pixels

To Associate a Pixel to a Line:

1. Navigate to the ‘Pixel’ section of the Line.
2. Click ‘Associate Pixel’.
3. The above pop-up window will appear, allowing you to add pixels to the Line.
   • Click the green plus sign to add pixels to the Line.
   • Click the red minus sign to remove pixels from the Line.

Note that if Mange Pixel is enabled on the Campaign level, you will not be able to associate a pixel on the Line level.

Looking at the Line Performance tab, you can filter the Reporting Interval to adjust the top tiles section. Note that all intervals with the exception of yesterday, include metrics from today. Today’s metrics update hourly and have a 3 hour delay. The metrics include:

• Report Date: Shows the selected report date or date range.
• Impressions: The total number of impressions the Line served within the selected reporting interval.
• Total Cost: The total Line spend, including media costs and any applicable margins or fees.
• Revenue: The total Line revenue.
• Total Cost CPM: The total cost per thousand impressions for the Line, calculated as (Total Cost / Impressions) x 1,000.
• Line Pacing: The percentage of budget the Line has spent compared to perfect pacing based on flight dates and budget. This will update daily and takes into account spend from start date to ‘yesterday’. Optimal pacing is between 90 – 110%.
• The Line Daily Pacing: The percentage of the daily allocated budget the Line has spent compared to the perfect daily pacing target. This will update daily and takes into account spend from start date to ‘yesterday’. Optimal pacing is between 90 – 110%.
• Daily Budget: The actual targeted budget for today’s spend, factoring in the budget multiplier and the selected pacing algorithm.

Below the Pacing, this tab provides dropdown insights into Bid Data, Line Daily Performance, and Video Events. Continue to see each section for more details.

The Line Performance tab now includes an Inventory Availability section. This section allows users to run and create and review Inventory Availability reports directly from the Line.

Select Run Report to generate a new Inventory Availability report for the line.

The report is generated using the line’s current configuration, including:

• Inventory type
• Creative type
• Advertiser
• Campaign
• Line
• Effective targeting (Intersection of the Campaign and Line)
• Audiences (only Line level)
  • If audiences are applied to the Campaign level, users can manually add an additional group and then run the report, but it will not be automatically included.
  • See Boolean Logic for more details on any and all logic for targeting between groups.

After a report is submitted, it appears in the Inventory Availability report table for that line.

The table includes:

• Report Status: Shows whether the report is processing, complete, or has an issue
• Report ID
• Report Name: Generated using the line name and date. When users click on the name, they are taken to the full report.
• Date Submitted

Reports are ordered by Date Submitted, with the newest reports shown first.

Results

Once the Report has finished processing, click on the Report Name to see the results. See the documentation here for a deep dive into Inventory Availability Reports: Inventory Availability Tool

Bid metrics are displayed on both the Campaign and Line details pages to provide insight into the bid funnel, real-time delivery, and potential issues that may be affecting delivery.

• Time Frame: Select a time frame such as 15 minutes, 1 hour, 12 hours, or 1 day. Data is displayed in 5-minute intervals.
• Eligible Requests: Bid requests that meet the targeting criteria for the Line or Campaign, including settings such as deals, geo targeting, inventory targeting, audiences, and other targeting restrictions. If there are no eligible requests, the selected targeting criteria may be too restrictive or there may be no available inventory matching all criteria. See the Blockers graph and Troubleshooting delivery section below for more information.
• Bids: Bids placed on eligible requests. If a Line or Campaign has eligible requests but is not bidding, additional requirements or settings may be preventing bids from being placed. See the Troubleshooting delivery section below for more information.
• Imps: Confirmed impressions served by the Line or Campaign after winning an auction.
• Confirmed Spend:Confirmed spend generated by impressions served during the selected time frame.
• Avg Eligible Lines: Shows how many lines on average across the platform compete for impressions available to this line. Higher numbers indicate a lot of compeition of eligible inventory.
• Competitive Position: Shows how competitive is this line in the platform. Higher numbers near 1 means that this line’s bid price is very competitive.

The Bid/Imp Ratios expandable section shows:

• Time Frame: Select different time options such as 6 hours, 12 hours, 24 hours, and 48 hours.
• Imps to Bids Ratio: The ratio of impressions delivered to the number of bids placed. This provides insight into how frequently submitted bids result in won impressions.
  • A higher ratio indicates that a larger share of bids are winning and converting into impressions.
  • A lower ratio indicates that many bids are being submitted without winning, which may point to factors such as an uncompetitive bid price, auction competition, or deal/inventory conditions.
• Bids to Eligible Bids Ratio: The ratio of bid requests seen which match targeting to the number of bids placed. This provides insight into how frequently the platform bids after a request passes targeting eligibility.
  • A higher ratio indicates that the platform is bidding on a larger share of eligible requests.
  • A lower ratio indicates that requests are passing targeting eligibility but are frequently being filtered out before a bid is placed. This may point to additional serving requirements such as budget or pacing constraints, creative eligibility, frequency caps, bid requirements, or other bidder-level restrictions. If delivery is being limited by pacing or budget allocation, increasing the Budget Multiplier or enabling Catch Up ASAP may help increase bid volume.

Charts can be viewed in hourly increments with selectable time ranges (6, 12, 24, and 48 hours). This provides improved transparency into campaign bidding efficiency and behavior.

The Line Daily Performance dropdown section includes a chart and table. The Chart can be filtered to show Only Days with Data or All Days. The Chart compares two selected Metrics against each other. Use the dropdowns in the upper right corner to customize view and discover daily metrics about your Line’s performance.

Select from these metrics:

• Imps: The total number of impressions the Line served within the selected reporting interval.
• Media Cost: The total dollar amount spent on the Line media before additional fees or margins are applied.
• Total Cost: The total Line spend, including media costs and any applicable margins or fees.
• Total Cost CPM: The total cost per thousand impressions, calculated as (Total Cost / Impressions) x 1,000.
• IP Conversions: The number of conversions attributed to users by Line who were served an ad and later converted based on IP tracking.
• Chrome Convs: The number of conversions recorded specifically from Chrome users.
• Clicks: The total number of times users clicked on an ad.
• CTR: The percentage of impressions that resulted in clicks, calculated as (Clicks / Impressions) × 100.
• CPC: The average cost per click, calculated as (Total Cost / Clicks).
• Transparency Score: A score indicating the level of transparency in reporting and data availability.
• Foot Traffic ‘Attributed Visitors’: The number of users who visited a physical location after viewing an ad from the Line.
• Revenue: The total revenue generated from the Line.
• Media Cost CPM: The media cost per thousand impressions for the Line, calculated as (Media Cost / Impressions) × 1,000.
• Data Cost: The cost associated with audience data usage for targeting.
• Foot Traffic Cost: The cost incurred for tracking and attributing foot traffic conversions.
• Credit Card Fee: Any additional fees applied for processing payments via credit card.
• Hosting Fee: The fees associated with hosting Line assets, such as creative files.
• ART Fee: A charge related to the ART usage.
• Contextual Fee: The cost associated with using Contextual AI services.
• Chalice Fee: A fee related to the Chalice service.

To download a CSV file in the Line Daily Performance table, navigate to the Line Daily Performance dropdown and locate the search bar in the Table section. On the right-hand side of the search bar, click the download button to export the Line’s Daily Performance data as a CSV file. All metrics listed above are available for export. To customize the metrics included in the CSV file, click the three lines in the top right corner of the table and select or deselect the Line metrics that matter most to you.

This horizontal bar graph shows the percentage of bid requests blocked by each category before the requests become eligible. Category percentages are calculated independently, so the chart is not a step-by-step funnel and the same request may be counted in more than one category.

Hover over a category to view its Blocked %, which represents that category’s share of all blocked counts across the categories shown. All category percentages sum to 100%. Total Blocked shows the total number of bid requests blocked by that category. Click a category in the legend to hide or restore it; the chart will automatically rescale based on the visible categories.

On the Line level in the Performance tab, the Troubleshoot section that runs a series of checks to help identify delivery blockers related to creatives, targeting, deals, bidding, and auction performance.

Checks

• Advertiser, Campaign, and Line Status: Confirms that the advertiser, campaign, and line are all active.
  • Pass: The Advertiser, Campaign, and Line are all active.
  • Fail: The following are inactive: {Object Name} (ID: {object_id}). To resolve this issue, set the inactive object(s) to active.
    • The failure message lists only the inactive objects and includes each object’s name and ID.
• Associated Audience Valid Records: Confirms that the effective audiences associated with the line have valid records available for targeting.
  • Pass: The associated audience(s) have valid records available for targeting: {audience_1} has {audience_1_records} valid records {audience_2} has {audience_2_records} valid records
  • Warning: The associated audience(s) have partially invalid record availability. The associated audience(s) have valid records available for targeting: {audience_1} has {audience_1_records} valid records. The associated audiences have 0 valid records and will not serve: {audience_2}, {audience_3}. These may limit overall delivery.
  • Fail: All associated audiences have 0 valid records and will not serve: {audience_1}, {audience_2}, {audience_3}
• Auction Win Validation: Confirms the line is winning impressions
  • Pass: The line is successfully winning auctions.
  • Fail: The line is not winning impressions. If recently launched and targeting Index inventory, there may be a review period of up to 24 hours.
  • Tooltip: Checks for impressions served in the last 48 hours. Recently won impressions may appear in Bid Data before this check updates. For the most current impressions served and confirmed spend activity, refer to the Bid Data section.
• Bid Price vs Deal Floor Validation: Ensures bids meet deal floor requirements
  • Pass: Bid price meets or exceeds the floor price requirements for targeted deal(s).
    Fail: The line is not bidding because bid price is below deal floor. Deal {deal_name} ({deal_id}): Deal Floor {floor_price}, Current Bid {bid_price}
  • Note that even if this test passes, you may need to increase bids to win more auctions.
• Creative Active Status: Ensures at least one creative is active
  • Pass: At least one creative associated with the line is active and eligible to receive bid requests.
  • Fail: The line is not showing eligible requests because there are no active creatives associated.
• Creative Approval Status: Ensures at least one creative is approved
  • Pass: At least one creative associated with this line is approved and eligible to receive bid requests.
  • Fail: The line is not showing eligible requests because the creative(s): {creative_ids} are not approved.
• Creative Duration Compatibility: Validates duration support for video/audio creatives
  • Pass: At least one creative duration(s) is supported by the targeted deal(s).
  • Fail: The line is not showing eligible requests because creative durations are not supported by the targeted deal(s).
• Creative Size Compatibility: Validates creative size against deal requirements
  • Pass: At least one creative size is supported by the targeted deal(s).
  • Fail: The line is not showing eligible requests because creative sizes are not supported by the targeted deal(s).
• Creative Sensitive Category Compatibility: Validates category compatibility
  • Pass: Creative sensitive category is compatible with at least one targeted deal.
  • Fail: The line is not showing eligible requests because the creative(s): {creative_ids} must target a deal that allows for the creative’s sensitive category. If a creative has a sensitive category, it is not eligible to run on the open exchange.
• Daily Budget: Confirms that the line’s calculated daily budget is greater than $0.
  • Pass: The line has a daily budget of {line_daily_budget} and is eligible to spend.
  • Fail: The line is not eligible to spend because its calculated daily budget is $0.
    • The message identifies the applicable budget setting or settings that may need to be updated.
    • Depending on the line’s budget configuration, this may include:
      • Line Budget Allocation Weight
      • Line Budget Multiplier
      • Current Flight Budget
      • Current Flight Line Budget Allocation Weight
      • Current Flight Line Budget Multiplier
    • Only settings applicable to the line’s current budget and flight configuration are included.
    • The check will also fail when the campaign, flight, or line has no remaining budget.
      • Remaining Budget Fail: The line is not eligible to spend because the remaining budget is $0. If the line should continue delivering, increase the applicable campaign, flight, or line budget.
• Dayparts Status: Confirms whether the line is currently eligible to serve based on its configured dayparting schedule.
  • Pass: The line is currently inside its active daypart window and is eligible to serve based on its dayparting schedule.
  • Fail: The line is currently outside of its active daypart window and is not eligible to serve based on its configured dayparting schedule.
    • A failed result reflects the line’s eligibility at the time the check is run. The line may become eligible when its next active daypart window begins.
• Deal Bid Request Availability: Confirms targeted deals are sending requests
  • Pass: Targeted deal(s) are actively sending bid requests and eligible inventory is available.
  • Fail: The line is not showing eligible requests because the deal(s): {deal_ids} are not sending bid requests.
• Deal Device Type Compatibility: Validates device targeting matches deal traffic
  • Pass: At least one targeted device type is compatible with device types observed in the targeted deal(s).
  • Fail: The line is not showing eligible requests because the deal(s): {deal_ids} do not support the targeted device types.
• Deal Exchange Compatibility: Ensures exchange alignment with deals
  • Pass: At least one targeted exchange aligns with exchanges serving the targeted deal(s).
  • Fail: The line is not showing eligible requests because the deal(s): {deal_ids} and targeted exchanges are not aligned.
• Deal Inventory Type Compatibility: Validates that the line’s selected Inventory Type is compatible with the inventory type of its targeted deal(s). A line only needs one compatible targeted deal for this check to pass.
  • Pass: At least one targeted deal matches the line’s selected Inventory Type, and the line is eligible to receive bid requests.
  • Pass – Deal Inventory Type Undefined: The targeted deal(s): {deal_ids} do not have an Inventory Type defined. Compatibility with the line’s Inventory Type: {line_inventory_type} cannot be confirmed. Please review manually.
  • Fail: No targeted deals match the line’s current Inventory Type: {line’s inventory type}. Update the line’s Inventory Type or target compatible deals to enable delivery.
  • Line Inventory Type and Compatible Deal Inventory Type
    • Web: Web or Combined
    • In App: In App or Combined
    • Combined: Web, In App, or Combined
• Deal Media Type Compatibility: Confirms creative type matches deal media type
  • Pass: At least one creative type is compatible with the targeted deal(s).
  • Fail: The line is not showing eligible requests because the deal(s): {deal_ids} have media types that do not match the associated creatives.
• Deal Publisher Approval Status: Verifies publisher approval requirements
  • Pass: At least one targeted deal has satisfied publisher approval requirements and is eligible for bidding.
  • Fail: The line is not showing eligible requests because the deal(s): {deal_ids} require publisher approval.
• Deal Required Field Presence: Ensures required fields are present in requests
  • Pass: At least one targeted deal is passing the required field(s) in bid requests and is eligible for delivery.
  • Fail: The line is not showing eligible requests because the deal(s): {deal_ids} do not pass the required field(s) in bid requests. Deal {deal_id}: Missing {field_name}
• Deal Targeting Intersection: Ensures campaign and line deal targeting overlap
  • Pass: Campaign and line deal targeting settings intersect.
  • Fail: Campaign and line deal targeting parameters have no intersection. Ensures that when targeting is applied to both levels that they match or have an intersection.
• Device Targeting Intersection: Confirms device targeting alignment
  • Pass: Campaign and line device targeting settings intersect.
  • Fail: Campaign and line device targeting parameters have no intersection. Ensures that when targeting is applied to both levels that they match or have an intersection.
• Exchange Targeting Intersection: Confirms exchange targeting alignment
  • Pass: Campaign and line exchange targeting settings intersect.
  • Fail: Campaign and line exchange targeting parameters have no intersection. Ensure that when targeting is applied to both levels that they match or have an intersection.
• Geo Targeting Intersection: Confirms geo targeting overlap
  • Pass: Campaign and line geo targeting settings intersect.
  • Fail: Campaign and line geo targeting parameters have no intersection. Ensure that when targeting is applied to both levels that they match or have an intersection.
• Microsoft Creative Audit Approval: Validates Microsoft exchange approval (if applicable)
  • Pass: At least one creative is approved for the Microsoft exchange and eligible to receive bid requests.
  • Fail: The line is not showing eligible requests because the creative(s): {creative_ids} are not approved for Microsoft.

Additional Notes

• If no deals are targeted (open exchange), all deal-related checks pass with: No deals targeted; check not applicable for open exchange.

The Video Events dropdown section provides a table with detailed video performance metrics for the Line, which can be downloaded as a CSV file.

Below is a list of all metrics:

• Date: The reporting date for the video event metrics.
• Imps: The number of times the video ad was served.
• Spend Per Complete: The cost incurred for each fully completed video view
• Starts: The number of times the video ad started.
• 25% Complete: The number of video ads that were watched at least 25% of the way through.
• 50% Complete: The number of video ads that were watched at least halfway through.
• 75% Complete: The number of video ads that were watched at least 75% of the way through.
• 100% Complete: The number of video ads that were watched entirely.
• Completion Rate: The percentage of video ads that were fully completed, calculated as (100% Complete ÷ Starts) × 100.

All metrics listed above are available for export. To customize the metrics included in the CSV file, click the three lines in the top right corner of the table and select or deselect the Line metrics that matter most to you.