Pontiac provides multiple targeting methods that allow users to control which Impressions are eligible to serve for a Campaign or Line. Targeting can be used to reach specific inventory sources, locations, devices, content, and Audiences.

Targeting options are organized into the following sections within the Targeting window:

Section	Available targeting
Inventory	Deals, Deal Lists, Exchanges, Sites, Site Lists, App Bundle, App Name, App Lists, Curation*
Location & Device	Geo, Zip Codes, Device Types, Browser, Operating Systems
Content	Channel, Content ID, Genre, Network, Publisher, Series, Title, Multi Field
Streaming & Video	Livestream, OLV
Advanced	Custom Model, Privacy
Note*	Curation is available under Inventory at the Line level only.

Audience Targeting is configured separately through the Associate Segments window. For instructions on selecting Audiences and configuring Boolean targeting logic, see Associate Segments .

Targeting can be configured at the Campaign or Line level, depending on the desired strategy.

• Campaign Targeting: Applies shared targeting requirements across all Lines within a Campaign. Use Campaign level targeting when the selected criteria should apply to every Line.
• Line Targeting: Applies additional targeting requirements to an individual Line. Use Line level targeting to define a more specific inventory, geographic, device, content, or video strategy.

Important: Campaign and Line targeting are evaluated together. An Impression must satisfy all applicable targeting requirements at both levels to be eligible to serve. Conflicting or overly restrictive targeting can reduce eligible inventory or prevent delivery.

Configuring Targeting

To configure targeting at either level:

1. Create a new Campaign or Line, or open an existing one in Edit mode.
2. Navigate to the Targeting section.
3. Select Edit Targeting.
4. Configure the applicable targeting options.
   • Inventory
     • Deals
     • Deal Lists
     • Exchanges
     • Sites
     • Site Lists
     • App Bundle
     • App Name
     • App Lists
     • Curation*
   • Location & Device
     • Geo
     • Zip Codes
     • Device Types
     • Browser
     • Operating Systems
   • Content
     • Channel
     • Content ID
     • Genre
     • Network
     • Publisher
     • Series
     • Title
     • Multi Field
   • Streaming & Video
     • Livesteam
     • OLV
   • Advanced
     • Custom Model
     • Privacy
5. Select Save in the Targeting window.
6. Complete and submit the Campaign or Line configuration as applicable.

Allow Lists, Block Lists, and Require Field

Several targeting methods support Allow Lists, Block Lists, and Require Field options to control which Impressions are eligible to serve.

• Allow List: Restricts delivery to the selected values.
• Block List: Excludes the selected values from delivery.
• Require Field: Requires the corresponding field to be populated in the bid request for the Impression to be eligible. For example, enabling Require Field for Channel, Content ID, Genre, or Site Domain restricts delivery to bid requests that contain a value for that field.

Targeting restrictions are cumulative. When multiple targeting methods are applied, impressions must satisfy all applicable requirements.

Inventory Targeting controls the supply sources, Deals, Sites, and Apps where a Campaign or Line is eligible to serve. These settings allow advertisers to define which inventory they want to purchase and exclude inventory that does not align with their campaign strategy.

Inventory Targeting can be configured at both the Campaign and Line levels:

• Campaign Targeting: Applies shared inventory requirements to all Lines within the Campaign.
• Line Targeting: Allows users to apply additional inventory restrictions to an individual Line.

How to Access Inventory Targeting

To configure Inventory Targeting:

1. Create a new Campaign or Line, or open an existing one in Edit mode.
2. Navigate to the Targeting section.
3. Select Edit Targeting.
4. Under Inventory, select the applicable targeting method from the Targeting dropdown menu.
5. Configure the desired targeting options and select Save.
6. Complete and save the Campaign or Line configuration.

The following sections explain each available Inventory Targeting option and how to configure it.

Important: Campaign and Line targeting are evaluated together. An impression must satisfy all applicable targeting requirements at both levels to be eligible to serve. Conflicting or overly restrictive settings can reduce available inventory or prevent delivery.

Inventory Type

Inventory Type determines the environment in which a Line is eligible to serve. This setting allows advertisers to restrict delivery to websites, applications, or both environments.

The following options are available:

• Web: Inventory associated with websites accessed through a browser.
• In App: Inventory associated with applications, including mobile and Connected TV Apps.
• Combined: Includes both Web and In App inventory.

Configuring Inventory Type

Inventory Type is configured in the Line Setup section, rather than within the Edit Targeting window.

When creating or editing a Line, select the Inventory Type that corresponds to the environment in which you want your ads to appear.

Important Considerations

• Device Type Compatibility: Inventory Type and Device Type targeting serve different purposes. Inventory Type determines the Web or In App environment, while Device Type identifies the device associated with an impression. For example, selecting In App does not automatically restrict delivery to Connected TV inventory. Additional Device Type targeting may be needed.
• Additional Inventory Restrictions: Configure Inventory Type alongside other applicable targeting settings, including Exchanges, Deals, Sites, Site Lists, App Bundles, and App Lists. For example, selecting Web inventory while applying an App List Allow List creates incompatible inventory requirements and can prevent delivery.

Supply Source

Supply Source refers to the method through which advertising inventory is made available for purchase.

Pontiac supports the following supply sources:

• Open Exchange: Inventory made available through an Exchange for eligible buyers to bid on without targeting a specific private Deal.
• Private Marketplace (PMP) Deals: Inventory made available through a Deal negotiated with a publisher or supply partner. A Deal ID identifies the inventory and associated transaction.
• Programmatic Guaranteed (PG) Deals: Inventory purchased through a Programmatic Guaranteed Deal with agreed delivery commitments and terms between the buyer and seller.

Configuring Supply Sources

Supply Source is not a separate selection within the Targeting menu. Inventory eligibility is controlled through the applicable Deals, Deal Lists, and Exchanges settings.

Use the corresponding sections below to configure these targeting options.

Important Considerations

• Deal and Exchange Compatibility: When targeting PMP or PG Deals, ensure that Exchange targeting does not exclude the Exchanges associated with those Deals.
• Inventory Availability: Selecting a supply source does not guarantee available impressions or delivery. Inventory must be available through the relevant Exchange or Deal and satisfy all applicable targeting requirements.

For additional information about inventory availability, Deal types, and Exchange eligibility, see the Inventory Documentation .

Deals

Deals allow users to target specific inventory arrangements available to their Seat. Deal targeting enables advertisers to purchase inventory through existing publisher or supply partner agreements rather than relying exclusively on Open Exchange availability.

Deals are organized into two categories.

• Public Deals: Pontiac provides pre-negotiated CTV, OTT, OLV, Display, Native, and Audio Deals across various publishers and content categories. Select the Public Deals dropdown to view available options.
• Negotiated Deals: Negotiated Deals are Deals associated with your Seat through your own arrangements with publishers or supply partners. Select the Negotiated Deals dropdown to view Deals associated with your Seat. If an expected Deal is unavailable, contact the Pontiac Help Center.
  • For instructions on how to import your own PMP Deals, see the Import Deal documentation.

Configuring Deal Targeting

1. Navigate to the Targeting section of the applicable Campaign or Line.
2. Open Deals under Inventory. This is the default selection.
3. Expand the Public Deals or Negotiated Deals dropdown.
4. Select the green plus sign (+) next to the applicable Deal or Deals.
   • To remove a selected Deal, use the red minus sign (−).
5. Review your selections and select Save to apply the targeting configuration.

Important Considerations

• Exchange Compatibility
  • Deals are associated with specific Exchanges. Ensure the Exchange associated with each selected Deal is included in the Exchange targeting configuration.
  • For example, if a Deal is associated with Magnite but Exchange targeting excludes Magnite, the Deal will not be eligible to serve.
• Campaign and Line Targeting
  • Deal targeting configured at the Campaign and Line levels is evaluated together. Ensure that the Deal selections at both levels are aligned.
  • For example, if a Campaign is restricted to Deal A and an individual Line is restricted to Deal B, the Line will not have eligible inventory if the two Deal selections do not overlap.
• Inventory Availability
  • Selecting a Deal does not guarantee available impressions or delivery. Availability depends on the publisher sending eligible bid requests, the Deal’s configuration and status, and all applicable Campaign and Line targeting requirements.
  • If a targeted Deal is not receiving eligible inventory, confirm that the Deal is active on both the publisher and Pontiac sides, that bid requests are being sent, and that the remaining targeting requirements are aligned.

For more information about Deal discovery, access, and configuration, see the Deals Documentation .

Deal Lists

Deal Lists allow users to organize multiple Deals into a reusable list that can be applied to Campaign or Line Targeting.

Rather than selecting individual Deals each time a Campaign or Line is created, users can create a Deal List containing the desired Deals and reuse it across multiple targeting configurations. This is particularly useful when the same group of Deals is frequently used across Campaigns or when multiple Lines should target an identical set of inventory arrangements.

Deal Lists are created and managed under Inventory > Deal Lists. For detailed creation, editing, and management instructions, see the Deal Lists Documentation .

Once created, a saved Deal List becomes available for selection within Campaign or Line Targeting.

Configuring Deal List Targeting

1. Navigate to the Targeting section of the applicable Campaign or Line.
2. Under Inventory, select Deal Lists from the Targeting dropdown menu.
3. Select the green plus sign (+) next to the Deal List(s) you want to target.
   • To remove a selected Deal List, use the red minus sign (−).
4. Review the selected Deal List and select Save to apply the targeting configuration.

The Deals included in the selected list will be used as part of the Campaign or Line’s inventory targeting requirements.

Important Considerations

• Reusable Targeting
  • A single Deal List can be used across multiple Campaigns and Lines, reducing the need to configure the same group of Deals repeatedly. This is useful when advertisers have a consistent set of preferred publisher Deals or inventory arrangements.
• Deal Availability
  • Only Deals available and approved for the applicable Seat can be used for targeting.
• Exchange Compatibility
  • Ensure that Exchange targeting does not exclude the Exchanges associated with the Deals contained in the selected Deal List.
  • For example, if a Deal List includes Deals from Magnite, OpenX, and Index, all three Exchanges must remain eligible for their respective Deals to serve.
  • Best Practice: When targeting inventory exclusively through Deals, either select all Exchanges or leave Exchange targeting unselected. Both approaches avoid unintentionally excluding an Exchange associated with a targeted Deal.
  • Deal targeting will continue to restrict delivery to the selected Deals, regardless of whether all Exchanges are selected or Exchange targeting is left unselected.
• Campaign and Line Restrictions
  • When Deal Lists are applied at both levels, review the included Deals to avoid conflicting or overly restrictive requirements.
• Inventory Availability
  • Applying a Deal List does not guarantee delivery. The Deals included in the list must be active, available to the Seat, and receiving bid requests that satisfy the remaining Campaign and Line targeting requirements.

For additional instructions on creating and managing reusable Deal Lists, see the Deal Lists Documentation .

Exchanges

Exchanges control which supply-side platforms (SSPs) a Campaign or Line is eligible to purchase inventory through.

An Exchange connects buyers with inventory made available by publishers and supply partners. Exchange targeting allows users to select specific inventory sources or restrict delivery to a subset of supported Exchanges.

Select the applicable Exchanges to include them in the targeting configuration.

Pontiac supports the following Exchanges and media types:

Exchange	Supported Media Types
AdsWizz	Audio
Magnite (DV+)	OLV, Audio, Display
Freewheel	Streaming/CTV, OLV
Index	Streaming/CTV, OLV, Display, Native, Audio
Magnite	Streaming/CTV, OLV
Microsoft	Streaming/CTV, OLV, Display
OpenX	Streaming/CTV, OLV, Display
Triton	Audio

Configuring Exchange Targeting

1. Navigate to the Targeting section of the applicable Campaign or Line.
2. Under Inventory, select Exchanges from the Targeting dropdown menu.
3. Select the Exchanges through which you want to purchase inventory.
4. Review your selections and select Save to apply the targeting configuration.

Multiple Exchanges can be selected to access inventory across different supply sources.

If Exchange targeting is left unselected, no additional Exchange restriction is applied by this setting.

Important Considerations

• Media Type Compatibility
  • Not every Exchange supports every media type. Select Exchanges that support the media type associated with your Campaign or Line.
  • For example, a Campaign running exclusively Audio creatives should use Exchanges that support Audio inventory.
• Deal Compatibility
  • When targeting Deals or Deal Lists, ensure that Exchange targeting does not exclude their associated Exchanges.
  • For example, if a targeted Deal is available through OpenX but only Microsoft is added to the Exchange targeting, the Deal will not be eligible to serve. Either Target OpenX as an exchange or remove all exchanges.
• Campaign and Line Targeting
  • Exchange restrictions are evaluated at both levels.
• Inventory Availability
  • Selecting an Exchange does not guarantee that it will provide eligible inventory for every targeting combination.
  • Available inventory may vary by media type, geography, device, publisher, and other targeting criteria.

Sites

Sites allow users to target or exclude individual website domains directly within Campaign or Line Targeting without creating a reusable Site List.

This option is useful when targeting a small number of specific websites or when a reusable list is not needed. Site targeting relies on the website domain information provided in the bid request to determine whether an impression satisfies the selected requirements.

Configuring Site Targeting

1. Navigate to the Targeting section of the applicable Campaign or Line.
2. Under Inventory, select Sites from the Targeting dropdown menu.
3. Enter the applicable website domains.
4. Select an Allow List or Block List based on the desired targeting strategy.
5. Configure any additional options, such as Require Site.
6. Select Save to apply the targeting configuration.

Targeting Methods

• Allow List: Restricts delivery to the specified website domains.
• Block List: Excludes the specified website domains from delivery.

Additional Options

• Require Site
  • Enable this option to require the bid request to contain a Site value. Impressions without a Site value will be ineligible to serve.
• Split by Commas
  • When entering multiple website domains separated by commas, select Split by Commas to automatically separate them into individual entries. This eliminates the need to enter each separately.

Important Considerations

• Site Information Availability
  • Site targeting relies on the Site information provided in the bid request. If Require Site is enabled, impressions without the required Site information will be ineligible to serve.
• Direct Targeting vs. Site Lists
  • Use Sites when targeting or excluding a small number of individual domains.
  • For larger collections of domains or groups that need to be reused across multiple Campaigns or Lines, consider creating a Site List instead.
• Campaign and Line Targeting
  • Site targeting configured at both levels is evaluated together. Ensure that the selected domains and targeting methods are aligned.
  • For example, if a Campaign uses an Allow List containing one set of domains and an individual Line uses an Allow List containing a completely different set, the conflicting requirements will prevent delivery.
• Additional Inventory Restrictions
  • Review Site targeting alongside Inventory Type, Site Lists, and other applicable inventory restrictions to ensure the settings are compatible.

Site List

Site Lists allow users to organize website domains into reusable lists that can be applied to Campaign or Line Targeting.

Rather than entering individual domains each time a Campaign or Line is created, users can create a Site List containing the desired domains and reuse it across multiple targeting configurations. This is particularly useful when advertisers want to consistently target or exclude the same group of websites across multiple Campaigns or Lines.

Site Lists are created and managed under Inventory > Site Lists. For detailed creation, editing, and management instructions, see the Site Lists Documentation .

Once created, a saved Site List becomes available for selection within Campaign or Line Targeting.

Configuring Site List Targeting

1. Navigate to the Targeting section of the applicable Campaign or Line.
2. Under Inventory, select Site Lists from the Targeting dropdown menu.
3. Select an Allow List or Block List based on your targeting strategy.
4. Select the green plus sign (+) next to each Site List you want to apply.
   • To remove a selected Site List, select the red minus sign (−).
5. Review the selected Site Lists and select Save to apply the targeting configuration.

Targeting Methods

• Allow List: Restricts delivery to the website domains included in the selected Site List.
• Block List: Excludes the website domains included in the selected Site List.

Important Considerations

• Reusable Targeting
  • A single Site List can be applied to multiple Campaigns and Lines, reducing the need to repeatedly configure the same website domains.
• Site List Formatting
  • When creating a Site List, enter each website domain on a separate line.
  • When creating a Site List, enter each website domain on a separate line.
• Campaign and Line Targeting
  • Site List targeting applied at the Campaign and Line levels is evaluated together. Review the selected lists and their included domains to ensure that the targeting requirements are compatible.
• Direct Sites Targeting
  • If direct Sites targeting is also configured, review the individual domains and selected Site Lists together to avoid conflicting restrictions.

App Bundle

App Bundle allows users to target or exclude application inventory using the App Bundle identifier provided in the bid request.

An App Bundle is an identifier associated with a specific application. It allows advertisers to target an application using its identifier rather than relying on the reported App Name.

App Bundle identifiers may vary depending on the application, device, or operating system.

For example:

App Bundle	Identifier format
com.spectrumtv	Alphanumeric App Bundle identifier
569077959	Numeric App identifier

Configuring App Bundle Targeting

1. Navigate to the Targeting section of the applicable Campaign or Line.
2. Under Inventory, select App Bundle from the Targeting dropdown menu.
3. Enter the applicable App Bundle identifiers.
4. Select an Allow List or Block List based on your targeting strategy.
5. Review the entered values and select Save to apply the targeting configuration.

Targeting Methods

• Allow List: Restricts delivery to inventory matching the specified App Bundle identifiers.
• Block List: Excludes inventory matching the specified App Bundle identifiers.

Additional Options

• Require Apps
  • Enable this option to require the bid request to contain an App Bundle value. Impressions without an App Bundle value will be ineligible to serve.
• Split by Commas
  • When entering multiple App Bundles separated by commas, select Split by Commas to automatically separate them into individual entries. This eliminates the need to enter each separately.

Important Considerations

• App Bundle Accuracy
  • App Bundle targeting relies on the identifier provided in the bid request.
  • Ensure that the entered values correspond to the applications you intend to target or exclude.
  • Pull a custom report and select the App Bundle dimensions so see what is passed in the bid request.
• Operating System Differences
  • The same application may use different App Bundle identifiers across operating systems or devices.
  • For example, an application available on both Android and iOS may have different identifiers for each operating system.
  • When targeting the same application across multiple environments, ensure that the applicable identifiers are included.
• App Bundle vs. App Name
  • App Bundle targeting uses an application identifier, while App Name targeting uses the application name provided in the bid request.
  • App Bundle targeting can provide a more specific way to identify an application when the correct identifier is known.
• Campaign and Line Targeting
  • App Bundle targeting configured at both levels is evaluated together. Ensure that the selected identifiers and targeting methods are compatible.
• Direct Targeting vs. App Lists
  • Use App Bundle targeting when applying individual identifiers directly.
  • For larger groups of App Bundle identifiers or targeting that needs to be reused across multiple Campaigns or Lines, consider creating an App List instead.

App Name

App Name allows users to target or exclude application inventory based on the App Name provided in the bid request.

Unlike App Bundle targeting, which uses an application’s identifier, App Name targeting uses its reported name.

This option allows advertisers to include or exclude inventory based on application names rather than individual App Bundle IDs.

Configuring App Name Targeting

1. Navigate to the Targeting section of the applicable Campaign or Line.
2. Under Inventory, select App Name from the Targeting dropdown menu.
3. Enter the applicable App Names.
4. Select an Allow List or Block List based on your targeting strategy.
5. Review the entered values and select Save to apply the targeting configuration.

Targeting Methods

• Allow List: Restricts delivery to inventory matching the specified App Name.
• Block List: Excludes inventory matching the specified App Name.

Additional Options

• Require Apps
  • Enable this option to require the bid request to contain an App Name value. Impressions without an App Name value will be ineligible to serve.
• Split by Commas
  • When entering multiple App Names separated by commas, select Split by Commas to automatically separate them into individual entries. This eliminates the need to enter each separately.

Important Considerations

• App Name Availability
  • App Name targeting relies on the application name provided in the bid request.
  • The availability and formatting of this information may vary by publisher and inventory source.
• Naming Variations
  • The same application may be reported under slightly different names across different inventory sources.
  • For example, an App’s display name may differ from the value passed by a publisher or SSP.
  • Review available inventory or reporting data to confirm that the entered App Names align with the values provided in bid requests.
• App Name vs. App Bundle
  • App Name targeting uses the reported application name, while App Bundle and App Lists targeting uses an application identifier.
  • When a specific application identifier is known, App Bundle targeting can be used to target that identifier directly.
  • App Name targeting can be used when the desired targeting strategy is based on application names.
• Campaign and Line Targeting
  • App Name targeting configured at both levels is evaluated together. Ensure that the selected names and targeting methods are compatible.
• Additional App Restrictions
  • If App Bundle targeting or App Lists are also applied, review all selected values together to avoid conflicting requirements or unintentionally restricting eligible inventory.

App List

App Lists allow users to organize multiple App Bundle identifiers into a reusable list that can be applied to Campaign or Line Targeting.

Rather than entering individual App Bundle IDs each time a Campaign or Line is created, users can create an App List containing the desired applications and reuse it across multiple targeting configurations. This is particularly useful when targeting a consistent group of applications across multiple Campaigns or Lines.

App Lists are created and managed under Inventory > App Lists. For detailed creation, editing, and management instructions, see the App Lists Documentation .

Once created, a saved App List becomes available for selection within Campaign or Line Targeting.

Configuring App List Targeting

1. Navigate to the Targeting section of the applicable Campaign or Line.
2. Under Inventory, select App Lists from the Targeting dropdown menu.
3. Select an Allow List or Block List based on your targeting strategy.
4. Select the green plus sign (+) next to each App List you want to apply.
   • To remove a selected App List, select the red minus sign (−).
5. Review the selected App Lists and select Save to apply the targeting configuration.

Targeting Methods

• Allow List: Restricts delivery to applications associated with the App Bundle identifiers included in the selected App List.
• Block List: Excludes applications associated with the App Bundle identifiers included in the selected App List.

Important Considerations

• Reusable Targeting
  • A single App List can be applied to multiple Campaigns and Lines, reducing the need to configure the same group of applications repeatedly.
• App Bundle Formatting
  • When creating an App List, enter each App Bundle identifier on a separate line.
  • Both alphanumeric and numeric App Bundle identifiers are supported.
• Operating System Differences
  • The same application may use different identifiers across operating systems or devices.
  • Ensure the App List includes the appropriate identifiers for the intended inventory.
• Campaign and Line Targeting
  • App List targeting configured at both the Campaign and Line levels is evaluated together. Review the included App Bundle identifiers and targeting methods to ensure that the requirements are compatible.
• Additional App Restrictions
  • If direct App Bundle or App Name targeting is also configured, review these settings alongside the selected App Lists to avoid conflicting restrictions.
• Inventory Availability
  • Applying an App List does not guarantee delivery. The included applications must have available inventory that satisfies the remaining Campaign and Line targeting requirements.

Curation — Line Level Only

Curation is available under Inventory at the Line level only. It allows users to automatically create a curated Deal through Index or Microsoft using the Line’s targeting configuration.

For full documentation, see Line Targeting > Curation.

When enabled, Pontiac creates a Deal in the selected partner’s marketplace that mirrors the applicable Line targeting parameters and automatically associates it with the Line. This can help increase scale by making inventory available through a curated Deal without requiring manual Deal creation.

Curation supports Display and Video Campaigns.

Available Curation Options

• Index Curation: Enable Use Index Curated Deal to automatically create a curated Deal through Index Exchange.
  • Index Curation – Target CTR (Optional): Index Curation also provides an optional Use Target CTR feature that attempts to filter inventory based on a selected Click-Through Rate (CTR) goal.
  • When enabled, select a Target CTR threshold from the available dropdown options.
  • Important: Higher CTR goals introduce more restrictive inventory filtering and may limit delivery.
• Microsoft Curation: Enable Use Microsoft Curated Deal to automatically create a curated Deal through Microsoft Exchange.

Both options can be enabled on the same Line and require the following:

• Exchange targeting includes Index and/or Microsoft
• All creatives associated to the line must be of one media type: display or video
• Geo targeting must be more granular than Regions or an audience must be attached that pushed to a curation platform

Configuring Curation Targeting

1. Create a new Line or open an existing Line in Edit mode.
2. Navigate to the Targeting section.
3. Under Inventory, select Curation from the Targeting dropdown menu.
4. Enable Use Index Curated Deal and/or Use Microsoft Curated Deal.
5. Confirm that the Line meets the applicable Exchange, creative, and targeting requirements.
6. Select Save to apply the targeting configuration.

Location & Device Targeting controls the geographic locations and device environments where a Campaign or Line is eligible to serve. These settings allow advertisers to define where their ads can appear and restrict delivery based on Device Type, Browser, or Operating System.

Location & Device Targeting can be configured at both the Campaign and Line levels:

• Campaign Targeting: Applies shared requirements to all Lines within the Campaign.
• Line Targeting: Allows users to apply additional restrictions to an individual Line.

How to Access Location & Device Targeting

To configure Location & Device Targeting:

1. Create a new Campaign or Line, or open an existing one in Edit mode.
2. Navigate to the Targeting section.
3. Select Edit Targeting.
4. Under Location & Device, select the applicable targeting method from the Targeting dropdown menu.
5. Configure the desired targeting options and select Save.
6. Complete and save the Campaign or Line configuration.

The following sections explain each available targeting option, how to configure it, and important considerations for inventory eligibility.

Important: Campaign and Line targeting are evaluated together. An impression must satisfy all applicable geographic and device requirements at both levels to be eligible to serve. Conflicting or overly restrictive settings can reduce available inventory or prevent delivery.

Geo

Geo Targeting allows users to target or exclude impressions based on their geographic location. Advertisers can define eligible locations at the Country, Region, or Designated Market Area (DMA) level.

The following geographic targeting options are available:

Geographic Level	Description	Format
Country	Target or exclude entire countries. Country level targeting is required.	Two-letter country code (ISO 3166-1 alpha-2), e.g., US, CA
Region/State	Refine geographic targeting to specific states, provinces, or other supported regional divisions within a country.	Numeric Region Code
DMA	Target or exclude specific geographic markets, commonly used to reach audiences within a particular media market.	DMA Name, e.g., Detroit

Configuring Geo Targeting

1. Navigate to the Targeting section of the applicable Campaign or Line and select Edit Targeting.
2. Under Location & Device, select Geo from the Targeting dropdown menu.
3. Select the applicable Country.
4. Optionally, refine the geographic area by selecting Regions/States or DMAs.
5. Configure the geographic selections as an Allow List or Block List, as applicable.
6. Review the selected locations and select Save to apply the targeting configuration.

Geo > Countries

Geo > Regions

Geo > DMAs

Targeting Methods

• Allow List: Restricts delivery to the selected geographic locations. For example, selecting California as the only Region in an Allow List restricts delivery to eligible inventory within California.
• Block List: Excludes the selected geographic locations from delivery. For example, adding California to a Region Block List prevents delivery to impressions identified as originating from California.

Important Considerations

• Geographic Targeting Hierarchy
  • Geographic targeting works as a series of cumulative requirements. When multiple geographic targeting levels are applied, an impression must satisfy each applicable condition.
  • For example, selecting the United States, California, and the San Francisco-Oakland-San Jose CA DMA restricts eligible delivery to inventory that satisfies all three requirements.
• Conflicting Geographic Requirements
  • All geographic targeting requirements must be compatible.
  • For example, selecting Alabama as the only Region while also targeting the Detroit DMA creates conflicting requirements because Detroit is not located in Alabama. No impressions can satisfy both conditions.
  • Review the selected Countries, Regions, and DMAs together to ensure they represent compatible geographic areas.
• Campaign and Line Targeting
  • Geographic targeting configured at the Campaign level applies to all Lines within that Campaign. Additional geographic requirements can be configured at the Line level.
  • For example, a Campaign targeting the United States can contain individual Lines targeting California, Texas, and Florida.
  • However, if a Campaign targets only California and a Line targets only Texas, the conflicting requirements will prevent the Line from serving.
• Geographic Data Availability
  • Geo Targeting relies on location information available in bid requests. The precision and availability of geographic data can vary by publisher, Exchange, and inventory source.
  • When applying restrictive geographic targeting, review available inventory to confirm that sufficient impressions meet the selected requirements.
• Additional Geographic Restrictions
  • Geo Targeting should be reviewed alongside ZIP Code Targeting, geographic Audiences, ART Audiences, and curated Deals.
  • An impression must satisfy all applicable geographic targeting requirements, regardless of where they are configured.

Zip Codes

ZIP Code Targeting allows users to target or exclude specific ZIP or postal codes within a selected country.

This provides more granular geographic control than targeting entire Countries, Regions, or DMAs. It is useful when advertisers want to reach audiences within specific neighborhoods, service areas, or groups of postal codes.

ZIP Code Targeting supports Allow Lists and Block Lists.

Configuring ZIP Code Targeting

1. Navigate to the Targeting section of the applicable Campaign or Line and select Edit Targeting.
2. Under Location & Device, select Zip Codes from the Targeting dropdown menu.
3. Select the applicable Country.
4. Enter or paste the desired ZIP or postal codes into the input field.
5. Select Validate Zips to confirm that the entered values use the correct format.
6. Select an Allow List or Block List based on the desired targeting strategy.
7. Optionally, use Expand Zip Targets to find additional ZIP Codes within a specified radius.
8. Review the selected ZIP Codes and select Save to apply the targeting configuration.

Targeting Methods

• Allow List: Restricts delivery to impressions associated with the selected ZIP or postal codes.
• Block List: Excludes impressions associated with the selected ZIP or postal codes.

Additional Options

• Expand Zip Targets: Allows users to find additional ZIP Codes within a specified radius of the ZIP Codes originally entered.
  • To expand your ZIP Code targeting:
    1. Enter and validate the original ZIP Codes.
    2. Enter the desired radius in meters.
    3. Select Get Zips.
    4. Review the additional ZIP Codes returned in the results window.
    5. Select Add Zips to add the expanded results to your targeting, or select Close to keep the original list unchanged.
  • For example, enter the ZIP Codes 10010 and 10025 with a radius of 1000 meters. Select Get Zips to view the additional ZIP Codes identified within the specified radius.
  • Important: Expanding ZIP targets adds geographic areas to the original targeting list. Review the results before selecting Add Zips to ensure that the additional locations align with your intended targeting strategy.

• Validate Zips: Select Validate Zips after entering your ZIP or postal codes to check that the values use the appropriate format for the selected country. ZIP or postal code requirements vary by country, so select the correct Country before entering and validating the values.

ZIP Code Formatting

ZIP or postal code formats vary by country.

For example:

Country	Supported format example	Notes
United States	10001
Canada	L4M	For Canadian postal code targeting, Pontiac supports the three-character Forward Sortation Area (FSA) format rather than the full six-character postal code.

Select Validate Zips before saving to confirm that the entered values are formatted correctly.

Countries That Support ZIP Code Targeting

The following countries are available for ZIP or postal code targeting:

Country Name	Country Code
Australia	AU
Canada	CA
Colombia	CO
Germany	DE
Denmark	DK
Spain	ES
Finland	FI
France	FR
United Kingdom	GB
Indonesia	ID
Italy	IT
Japan	JP
Lithuania	LT
New Zealand	NZ
Poland	PL
Portugal	PT
Sweden	SE
Singapore	SG
Thailand	TH
United States	US

Important Considerations

• Geographic Compatibility
  • ZIP Code targeting must be compatible with any Country, Region, or DMA targeting applied to the Campaign or Line.
  • For example, targeting the United States and the Miami DMA while adding a New York ZIP Code to an Allow List creates conflicting geographic requirements and prevents delivery.
  • Review all geographic selections to ensure that the targeted ZIP Codes fall within the intended areas.
• Campaign and Line Targeting
  • ZIP Code targeting can be configured at both levels, and all applicable restrictions are evaluated together.
  • For example, if a Campaign targets one set of ZIP Codes and a Line targets a different, non-overlapping set, the Line may have no eligible inventory.
• Additional ZIP Code Restrictions
  • ZIP Code targeting can also be applied through Audiences, ART Audiences, and curated Deals.
  • Ensure that all ZIP Code-based targeting is aligned across these configurations to avoid conflicting requirements or unintended delivery limitations.
• Postal Code Availability
  • ZIP Code targeting depends on the geographic information available in bid requests.
  • Not all inventory sources provide ZIP or postal code information at the same level of precision. Restrictive ZIP Code targeting may reduce eligible inventory when the required geographic information is unavailable.
• Inventory Availability
  • Before applying a large or highly restrictive ZIP Code list, review available inventory to understand whether sufficient impressions are available within the selected locations.

Device Types

Device Type Targeting allows users to restrict delivery based on the type of device associated with an impression. This setting is useful when advertisers want to reach users on specific device categories, such as Connected TVs, mobile phones, tablets, or desktop computers.

Device Type targeting can be configured at both the Campaign and Line levels.

Pontiac supports the following Device Types:

Value	Description
1	Mobile/Tablet
2	Personal Computer
3	Connected TV
4	Phone
5	Tablet
6	Connected Device
7	Set Top Box

The numeric values identify the Device Type classifications. Mobile/Tablet is a broader classification, while Phone and Tablet are separate device categories.

Configuring Device Type Targeting

1. Navigate to the Targeting section of the applicable Campaign or Line and select Edit Targeting.
2. Under Location & Device, select Device Types from the Targeting dropdown menu.
3. Select the Device Types you want to target.
4. Review your selections and select Save to apply the targeting configuration.

Multiple Device Types can be selected to include more than one device category.

If no Device Types are selected, the Campaign or Line is not restricted by Device Type targeting.

Device Targeting and Deal Compatibility

When using Device Type Targeting with Deals, ensure that the selected Device Types align with the inventory available through the targeted Deals. In the Inventory tab, the Deals table includes a Device Types field displaying the percentage breakdown of bid requests by Device Type for each Deal. This information allows users to review the types of devices associated with a Deal before configuring Device Type Targeting.

For example, a Deal may include a mix of OTT inventory across multiple device categories. If the objective is to serve exclusively within CTV environments, Device Type Targeting can be used to restrict eligibility to Connected TV and Set Top Box inventory.

To review Device Type availability for a Deal:

1. Navigate to the Inventory tab.
2. Locate the applicable Deal in the Deals table.
3. Review the Device Types field to identify the percentage breakdown of requests by device category.
4. Use this information to select compatible Device Types when configuring Campaign or Line targeting.

Important: The Device Types breakdown reflects the distribution of requests associated with the Deal. It does not guarantee delivery for a particular device category. Other targeting, bidding, and inventory requirements must still be satisfied.

Important Considerations

• Device Type vs. Inventory Type
  • Device Type and Inventory Type are separate targeting settings.
    • Inventory Type determines whether eligible inventory originates from Web, In App, or both environments.
    • Device Type determines the category of device associated with the impression.
  • For example, selecting In App as the Inventory Type does not automatically restrict delivery to Connected TV devices. Mobile Apps and other application inventory may also be eligible.
  • To target CTV inventory specifically, select the appropriate Inventory Type and Device Type combination.
• Media Type Compatibility
  • Select Device Types that align with the intended advertising format and inventory environment.
  • For example, a Campaign designed exclusively for Connected TV delivery should use Device Type targeting that reflects the intended CTV environment.
• Campaign and Line Targeting
  • Device Type targeting is evaluated at both levels.
  • For example, if a Campaign is restricted to Connected TV while an individual Line is restricted to Mobile Phone, the Line will have no eligible inventory because the device requirements conflict.
• Device Classification
  • Device Types are determined using information provided in the bid request. Device classification may vary depending on the publisher, Exchange, or inventory source.
  • Review available inventory and reporting data when determining which Device Types correspond to your intended audience and delivery environment.
• Inventory Availability
  • Selecting fewer Device Types restricts the range of eligible inventory.
  • If delivery is limited, review Device Type targeting alongside Inventory Type, Exchanges, Deals, and other applicable requirements.

Browser

Browser Targeting allows users to include or exclude inventory based on the web browser identified in the bid request.

Browser Targeting is available at both the Campaign and Line levels. Users can select multiple Browsers from the dropdown menu and configure them as an Allow List or Block List.

Available Browsers

The Browser dropdown includes the following options:

• Chrome
• Safari
• Firefox
• Opera
• Internet Explorer
• Other
  • Other represents inventory where the browser is classified but does not fall into one of the other listed categories. It should not be confused with impressions where browser information is missing.

Configuring Browser Targeting

1. Navigate to the Targeting section of the applicable Campaign or Line and select Edit Targeting.
2. Under Location & Device, select Browser from the Targeting dropdown menu.
3. Open the Browser dropdown and select one or more Browsers.
4. Choose Allow List or Block List based on your targeting strategy.
5. Optionally, enable Require Browser to require browser information in the bid request.
6. Review your selections and select Save to apply the targeting configuration.

Targeting Methods

• Allow List: Restricts delivery to impressions associated with the selected Browser.
• Block List: Excludes impressions associated with the selected Browser.

Additional Options

• Require Browser: Enable this option to require the bid request to contain browser information. Impressions without a Browser value will be ineligible to serve. This option can be used alongside an Allow List or Block List when browser information must be available for eligible inventory.

Important Considerations

• Browser Information Availability
  • Browser Targeting relies on the browser information provided in the bid request.
  • Not all inventory environments provide the same browser information. Browser data may be unavailable or less relevant for certain application-based environments, including CTV Apps.
• Inventory Type Compatibility
  • Review Browser Targeting alongside Inventory Type.
  • For example, Browser Targeting is generally more relevant when purchasing Web inventory, where impressions are associated with browser-based environments.
  • Applying restrictive Browser Targeting to an In App Campaign may significantly reduce the available inventory.
• Campaign and Line Targeting
  • Browser Targeting configured at both levels is evaluated together.
  • Ensure that the selected Browsers are compatible to avoid conflicting requirements.
• Inventory Availability
  • Restricting delivery to specific Browsers reduces the available inventory to impressions that satisfy the selected browser requirements.
  • Review available inventory when applying highly restrictive Browser Targeting.

Operating Systems

Operating System Targeting allows users to restrict delivery based on the operating system identified for the device associated with an impression.

This setting can be configured at both the Campaign and Line levels. Users can select multiple Operating Systems to target specific device environments or exclude operating systems that do not align with their campaign strategy.

Configuring Operating System Targeting

1. Navigate to the Targeting section of the applicable Campaign or Line and select Edit Targeting.
2. Under Location & Device, select Operating Systems from the Targeting dropdown menu.
3. Select the applicable Operating Systems based on your targeting strategy.
4. Configure the selected Operating Systems as an Allow List or Block List.
5. Optionally, enable Require Operating System to require operating system information in the bid request.
6. Review your selections and select Save to apply the targeting configuration.

Download OS List

Select Download OS List to download a reference file containing the available Operating System options. Use this file to identify the appropriate values before configuring targeting.

Targeting Methods

• Allow List: Restricts delivery to impressions associated with any of the selected Operating Systems.
• Block List: Excludes impressions associated with any of the selected Operating Systems.

Additional Options

• Require Operating System: Enable this option to require the bid request to contain operating system information. Impressions without an Operating System value will be ineligible to serve.

Important Considerations

• Operating System vs. Device Type
  • Operating System Targeting and Device Type Targeting serve different purposes.
  • Device Type identifies the category of device, while Operating System identifies the software platform associated with that device.
  • For example, targeting Mobile Phone as a Device Type restricts delivery to mobile phones, while Operating System Targeting can further refine which operating systems are eligible.
  • Both settings can be used together to create a more specific device strategy.
• Application Compatibility
  • Applications may be available on different operating systems and use different App Bundle identifiers.
  • When combining Operating System Targeting with App Bundle or App List targeting, ensure that the selected identifiers correspond to applications available on the intended operating systems.
• Campaign and Line Targeting
  • Operating System Targeting configured at both levels is evaluated together. Ensure that Campaign level requirements do not conflict with the Operating Systems selected for individual Lines.
• Operating System Information Availability
  • Operating System Targeting relies on the device information provided in the bid request. The availability and accuracy of this information may vary by publisher, Exchange, and device environment.
• Inventory Availability
  • Restricting delivery to specific Operating Systems can reduce eligible inventory.
  • Review Operating System Targeting alongside Device Types, Inventory Type, App Bundles, App Lists, and other applicable requirements when investigating limited delivery.

Content Targeting allows users to include or exclude inventory based on publisher and content metadata provided in the bid request.

These settings can be used to target specific channels, networks, publishers, genres, programs, and other content identifiers. They are particularly useful for Connected TV (CTV) and Online Video (OLV) campaigns where content-level information is available.

Content Targeting can be configured at both the Campaign and Line levels:

• Campaign Targeting: Applies shared content requirements to every Line within the Campaign.
• Line Targeting: Allows users to apply additional content restrictions to an individual Line.

The following Content Targeting options are available:

Targeting Field	Description
Channel	The channel associated with the content or impression.
Content ID	An identifier associated with a specific piece of content.
Genre	The category or genre associated with the content.
Network	The network associated with the content.
Publisher	The publisher associated with the content.
Series	The series associated with the content.
Title	The title associated with the content.
Multi Field	Allows values to be matched across multiple supported content fields.

How to Access Content Targeting

1. Create a new Campaign or Line, or open an existing one in Edit mode.
2. Navigate to the Targeting section.
3. Select Edit Targeting.
4. Under Content, select the applicable targeting field from the Targeting dropdown menu.
5. Enter the desired values and configure the targeting options.
6. Select Save to apply the targeting configuration.
7. Complete and save the Campaign or Line configuration.

Each Content targeting field supports the following controls.

Targeting Methods

• Allow List: Restricts delivery to impressions matching the entered values. For example, entering comedy in a Genre Allow List restricts delivery to inventory where the Genre value matches comedy. Multiple values can be entered. An impression can match any of the allowed values within the selected field, but must still satisfy all other applicable targeting requirements.
• Block List: Excludes impressions matching the entered values. For example, entering comedy in a Genre Block List excludes inventory where the Genre value matches comedy.

Additional Options

• Require Field: Each Content targeting section includes a Require option specific to that field, such as Require Channel, Require Genre, or Require Publisher. Enable this option to require the corresponding metadata field to be present in the bid request. For example, enabling Require Genre makes impressions without a Genre value ineligible to serve. Require Field can be used alongside an Allow List or Block List when the advertiser requires that information to be available.
• Split by Commas: The Split by Commas button allows users to enter multiple targeting values separated by commas and automatically separate them into individual entries. For example, entering: comedy, drama, documentary and selecting Split by Commas separates the values into three individual entries.This is useful when adding multiple values without entering each one separately.

Important: Content Targeting relies on metadata provided by publishers and supply-side platforms (SSPs). The availability and formatting of this information can vary. Review available inventory and reporting data before applying highly restrictive content targeting.

Channel

Channel Targeting allows users to include or exclude inventory based on the Channel value provided in the bid request.

A Channel identifies the content channel associated with an impression. It can be used to target particular television or streaming channels when that information is provided by the inventory source.

For example, a publisher may identify a channel using a value such as tlc.

Configuring Channel Targeting

1. Under Content, select Channel from the Targeting dropdown menu.
2. Enter the applicable Channel values.
3. Select an Allow List or Block List.
4. Optionally, enable Require Channel to exclude impressions without Channel information.
5. Use Split by Commas if entering multiple comma-separated values.
6. Select Save to apply the targeting configuration.

Important Considerations

• Channel Value Accuracy
  • Channel targeting matches against the Channel value provided in the bid request. Enter values that correspond to the channel metadata available through your intended inventory sources.
• Channel vs. Network
  • A Channel and a Network may represent different levels of content organization.
  • For example, a publisher may pass a channel name in the Channel field and a broader network name in the Network field.
  • Targeting a value under Channel does not automatically search for that value in the Network field.
• Campaign and Line Targeting
  • Channel restrictions configured at both levels are evaluated together. Ensure that the selected values and targeting methods are compatible.

Content ID

Content ID Targeting allows users to include or exclude inventory based on the Content ID provided in the bid request.

A Content ID is an identifier assigned to a specific piece of content by a publisher or content provider. It can provide a way to target content using an identifier rather than relying on a program or title name.

Content IDs may be alphanumeric or use other identifier formats, depending on the publisher.

Configuring Content ID Targeting

1. Under Content, select Content ID from the Targeting dropdown menu.
2. Enter the applicable Content IDs.
3. Select an Allow List or Block List.
4. Optionally, enable Require Content ID to exclude impressions without Content ID information.
5. Use Split by Commas if entering multiple comma-separated identifiers.
6. Select Save to apply the targeting configuration.

Important Considerations

• Content ID Accuracy
  • Content ID targeting relies on the identifier provided in the bid request. Confirm that the entered IDs correspond to the specific content you intend to target or exclude.
• Publisher-Specific Identifiers
  • Different publishers may use different identifiers for the same or similar content.
  • A Content ID from one publisher should not be assumed to identify that content across all inventory sources.
• Content ID vs. Title
  • Content ID targets an identifier, while Title targets the name provided in the Title field.
  • For example, a publisher may provide an internal identifier for a program or episode separately from its readable title.
  • Use the field that corresponds to the information available in the intended inventory.
• Campaign and Line Targeting
  • Ensure that Content ID restrictions are compatible with all other content targeting requirements, including Series and Title targeting.

Genre

Genre Targeting allows users to include or exclude inventory based on the Genre metadata provided in the bid request.

A Genre describes the category or type of content associated with an impression.

For example, a publisher may provide Genre values such as:

• comedy
• drama
• documentary
• sports

Genre Targeting is useful when advertisers want to reach inventory associated with particular content categories without targeting individual programs, channels, or publishers.

Configuring Genre Targeting

1. Under Content, select Genre from the Targeting dropdown menu.
2. Enter the applicable Genre values.
3. Select an Allow List or Block List.
4. Optionally, enable Require Genre to exclude impressions without Genre information.
5. Use Split by Commas if entering multiple comma-separated Genres.
6. Select Save to apply the targeting configuration.

Important Considerations

• Genre Naming Conventions
  • Genre values may vary across publishers and inventory sources.
  • For example, similar programming may be classified using different Genre labels. Review the values available in your inventory before applying an Allow List.
• Multiple Genre Values
  • If multiple Genres are entered in an Allow List, an impression can match any of the allowed values within the Genre field.
  • For example, entering comedy and drama allows inventory matching either value, provided all other targeting requirements are satisfied.
• Genre vs. Other Content Fields
  • Genre identifies a content category rather than a specific publisher, channel, series, or title.
  • When Genre Targeting is combined with other content restrictions, the impression must satisfy all applicable requirements.
• Inventory Availability
  • Restrictive Genre Targeting may reduce available inventory if publishers do not consistently provide Genre metadata or use values that differ from those entered.

Network

Network Targeting allows users to include or exclude inventory based on the Network value provided in the bid request.

A Network identifies the television or media network associated with the content.

For example, a publisher may provide a Network value such as discovery.

Network Targeting is useful when advertisers want to target content associated with specific networks rather than individual titles or episodes.

Configuring Network Targeting

1. Under Content, select Network from the Targeting dropdown menu.
2. Enter the applicable Network values.
3. Select an Allow List or Block List.
4. Optionally, enable Require Network to exclude impressions without Network information.
5. Use Split by Commas if entering multiple comma-separated values.
6. Select Save to apply the targeting configuration.

Important Considerations

• Network vs. Channel
  • Network and Channel are separate metadata fields.
  • A media brand may be identified as a Network by one publisher and a Channel by another.
  • If the same value may appear in different content fields across inventory sources, consider using Multi Field Targeting.
• Matching Network Values
  • Network Targeting matches the value provided in the Network field. It does not automatically search other content fields for the same value.
• Campaign and Line Targeting
  • Network restrictions at both levels are evaluated together. Review the selected values to ensure they do not create conflicting requirements.

Publisher

Publisher Targeting allows users to include or exclude inventory based on the Publisher value provided in the bid request.

A Publisher identifies the publishing entity associated with the content or inventory.

For example, a bid request may contain a Publisher value such as roku.

Publisher Targeting is useful when advertisers want to restrict delivery based on the publisher identified in the content metadata.

Configuring Publisher Targeting

1. Under Content, select Publisher from the Targeting dropdown menu.
2. Enter the applicable Publisher values.
3. Select an Allow List or Block List.
4. Optionally, enable Require Publisher to exclude impressions without Publisher information.
5. Use Split by Commas if entering multiple comma-separated Publishers.
6. Select Save to apply the targeting configuration.

Important Considerations

• Publisher vs. Network and Channel
  • Publisher, Network, and Channel are distinct targeting fields.
  • A media brand may appear in different fields depending on how the publisher or SSP structures its bid request.
  • For example, a value may appear as Publisher in one inventory source but as Network or Channel in another.
  • Use Multi Field when the goal is to match a value across supported content fields rather than requiring it to appear exclusively in Publisher.
• Publisher Metadata vs. App Targeting
  • Publisher Targeting uses the Publisher value in the content metadata.
  • It should not be confused with App Bundle or App Name targeting, which uses application information.
  • If the objective is to target a specific application, review the App Bundle, App Name, or App List targeting options under Inventory.
• Inventory Availability
  • Publisher information may not be consistently available across all inventory sources. Enabling Require Publisher or applying a restrictive Publisher Allow List can reduce eligible inventory.

Series

Series Targeting allows users to include or exclude inventory based on the Series metadata provided in the bid request.

A Series identifies the television program or series associated with the content.

Depending on the publisher, this information may be represented as a readable series name or an identifier.

For example, a publisher may provide a Series name such as:

law & order: special victims unit

Series Targeting is useful when advertisers want to target content associated with particular programs rather than an entire network or genre.

Configuring Series Targeting

1. Under Content, select Series from the Targeting dropdown menu.
2. Enter the applicable Series values.
3. Select an Allow List or Block List.
4. Optionally, enable Require Series to exclude impressions without Series information.
5. Use Split by Commas if entering multiple comma-separated values.
6. Select Save to apply the targeting configuration.

Important Considerations

• Series Value Formatting
  • Series metadata may be provided as a name or identifier, depending on the publisher.
  • Use the value actually provided in the Series field rather than assuming that the program’s public-facing name will match.
• Series vs. Title
  • Series typically identifies the broader program, while Title identifies the title associated with a specific piece of content.
  • For example, a bid request may identify a television series separately from an episode title.
  • The exact information provided in each field can vary by publisher.
• Inventory Availability
  • Series-level metadata is not available in every bid request. Enable Require Series only when impressions without that information should be excluded.
• Campaign and Line Targeting
  • Review Series Targeting alongside Title, Content ID, Genre, and other applicable requirements to ensure the settings are compatible.

Title

Title Targeting allows users to include or exclude inventory based on the Title metadata provided in the bid request.

A Title identifies the name or title associated with the content being viewed.

Depending on the publisher, this may represent a program, movie, episode, or another piece of content.

Title Targeting is useful when advertisers want to target or exclude specific content titles rather than broader categories such as Genres or Networks.

Configuring Title Targeting

1. Under Content, select Title from the Targeting dropdown menu.
2. Enter the applicable Title values.
3. Select an Allow List or Block List.
4. Optionally, enable Require Title to exclude impressions without Title information.
5. Use Split by Commas if entering multiple comma-separated Titles.
6. Select Save to apply the targeting configuration.

Important Considerations

• Title Matching
  • Title Targeting relies on the Title value provided in the bid request.
  • Differences in naming conventions, punctuation, spacing, or the use of episode titles instead of series names may prevent the intended content from matching.
  • Review the available Title values before configuring restrictive targeting.
• Title vs. Series
  • Title and Series are separate fields. A publisher may provide the program name in Series and the episode name in Title.
  • If the objective is to target an entire television series, confirm which metadata field contains the relevant value for the intended inventory.
• Content Metadata Availability
  • Not all publishers provide Title metadata for every impression.
  • Enabling Require Title excludes impressions without this information.
• Campaign and Line Targeting
  • Title restrictions are evaluated together with all other applicable content targeting requirements.
  • For example, a Line targeting a specific Title must also satisfy any Genre, Network, or Publisher restrictions applied at the Campaign level.

Multi Field

Multi Field Targeting allows users to include or exclude inventory by matching entered values across multiple supported content fields simultaneously.

Unlike individual content targeting options, which evaluate values within a specific field, Multi Field searches across the supported content fields.

This is useful when the same content value may be provided in different fields depending on the publisher or inventory source.

For example, a media brand may appear as Publisher in one bid request, Network in another, or Channel in another.

Instead of entering the same value separately in each field, Multi Field allows users to target it across the supported fields.

Configuring Multi Field Targeting

1. Under Content, select Multi Field from the Targeting dropdown menu.
2. Enter the content values you want to target or exclude.
3. Select an Allow List or Block List.
4. Optionally, enable Require Multi Field to require applicable content-field information.
5. Use Split by Commas if entering multiple comma-separated values.
6. Select Save to apply the targeting configuration.

Important Considerations

• Multi Field vs. Individual Content Fields
  • Use individual Content targeting fields when the value must match a specific metadata field.
  • Use Multi Field when a value may appear across different supported fields and you do not want to restrict matching to a single field.

For example:

Targeting Configuration	Matching Behavior
Publisher Allow List: roku	Matches roku in the Publisher field.
Network Allow List: roku	Matches roku in the Network field.
Multi Field Allow List: roku	Matches roku in any supported content field.

• Additional Content Restrictions
  • Multi Field Targeting does not override other targeting requirements.
  • For example, if a Campaign has a Publisher Allow List and a Line has a Multi Field Allow List, the impression must satisfy both requirements.
• Inventory Availability
  • Multi Field can accommodate variations in where content values are supplied, but it does not guarantee additional inventory or delivery. The relevant metadata and matching values must still be present in eligible bid requests.

Matching Content Values

Content Targeting depends on the values provided in the bid request. To target the intended inventory accurately, entered values must align with the corresponding publisher or content metadata. Matching is case-insensitive, but other formatting differences may prevent a match. For example, differences in spaces, underscores, punctuation, or naming conventions can affect whether an entered value matches the available inventory.

Field-Specific Matching

Individual Content targeting fields evaluate values against the corresponding field in the bid request.

For example:

Configured Targeting	Bid Request	Result
Channel Allow List: tlc	Channel: TLC	Matches
Channel Allow List: tlc	Network: tlc, Channel: another value	Does not satisfy the Channel Allow List
Genre Allow List: comedy	Genre: COMEDY	Matches
Publisher Allow List: roku	Channel: roku, Publisher: another value	Does not satisfy the Publisher Allow List

Multi Field is the exception: it evaluates entered values across multiple supported content fields rather than requiring a match in one specific field.

Content Metadata Availability

Publishers and SSPs may provide different levels of content information. Some bid requests include detailed Publisher, Network, Channel, Series, and Title metadata, while others provide only a subset of these fields.

When a Require option is enabled, impressions without the corresponding metadata are ineligible to serve.

Restrictive Allow Lists can also reduce delivery when the requested content values are not present in available inventory.

Campaign and Line Compatibility

Content Targeting configured at the Campaign and Line levels is evaluated together.

For example, a Campaign targeting a specific Publisher and a Line targeting a specific Genre will only serve impressions that satisfy both requirements.

Conflicting or overly restrictive combinations may result in limited or no eligible impressions.

Best Practice: Use Pontiac’s Inventory Availability Tool, sample logs, and reporting data to review the content metadata available from your intended publishers and Exchanges before applying restrictive Content Targeting. Confirm that the values and fields you enter correspond to the inventory you want to reach.

Streaming & Video Targeting allows users to restrict delivery based on whether content is livestreamed and, for Online Video (OLV), the video placement, player size, and playback method associated with an impression.

These settings can be configured at both the Campaign and Line levels. Campaign-level targeting applies shared requirements to every Line, while Line-level targeting allows users to apply additional restrictions to an individual Line.

How to Access Streaming & Video Targeting

1. Create a new Campaign or Line, or open an existing one in Edit mode.
2. Navigate to the Targeting section.
3. Select Edit Targeting.
4. Under Streaming & Video, select Livestream or OLV from the Targeting dropdown menu.
5. Configure the desired targeting options and select Save.
6. Complete and save the Campaign or Line configuration.

Important: Campaign and Line targeting are evaluated together. An impression must satisfy all applicable targeting requirements at both levels to be eligible to serve. Conflicting or overly restrictive settings can reduce available inventory or prevent delivery.

Livestream

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, it is recommended to run an Inventory Availability report to verify if live content is available prior to applying this targeting

Live content can include sports, news, and other live events.

Configuring Livestream Targeting

1. Navigate to the Targeting section of the applicable Campaign or Line and select Edit Targeting.
2. Under Streaming & Video, select Livestream from the Targeting dropdown menu.
3. Enable the Livestream checkbox.
4. Select Save to apply the targeting configuration.

Important Considerations

• Livestream vs. Video on Demand
  • Livestream and VOD refer to how content is made available to viewers.
  • Livestream content is broadcast in real time, while VOD allows viewers to access prerecorded content when they choose.
  • Enabling Livestream specifically restricts delivery to the former.
• Inventory Availability
  • Not all publishers and streaming platforms offer live programming. Available Livestream inventory can vary significantly by publisher, Exchange, geography, and other targeting requirements.
  • Before enabling Livestream, run an Inventory Availability Report to evaluate whether sufficient live inventory is available for your targeting configuration.
• Campaign and Line Targeting
  • Livestream targeting configured at the Campaign level applies to every Line within that Campaign.
  • Review any additional Line-level targeting to ensure that the targeted Deals, Exchanges, and other requirements are compatible with live inventory.
• Additional Inventory Restrictions
  • Enabling Livestream does not override other targeting settings.
  • The impression must also satisfy all applicable inventory, geographic, device, audience, and other Campaign and Line requirements.

OLV

Online Video (OLV) Targeting allows users to restrict video inventory based on the placement and playback characteristics of the video player. These settings provide additional control over where a video ad appears, the size of the player displaying it, and how playback is initiated.

OLV Targeting includes three categories:

Targeting Category	Description
Video Playback Type	Determines where the advertisement appears in relation to video content or other page content.
Video Player Size	Restricts inventory based on the reported width of the video player.
Video Playback Method	Restricts inventory based on how video playback is initiated and whether sound is enabled by default.

OLV Targeting is available at both the Campaign and Line levels.

Configuring OLV Targeting

1. Navigate to the Targeting section of the applicable Campaign or Line and select Edit Targeting.
2. Under Streaming & Video, select OLV from the Targeting dropdown menu.
3. Configure the applicable Video Playback Type, Video Player Size, and Video Playback Method options.
4. Review your selections and select Save to apply the targeting configuration.

• Video Playback Type: Identifies where a video advertisement appears in relation to the video content being viewed.
  • Pre-Roll: An instream advertisement that plays before the primary video content begins.
  • Mid-Roll: An instream advertisement that plays during the primary video content.
  • Post-Roll: An instream advertisement that plays after the primary video content ends.
  • Outstream: A video advertisement displayed outside a traditional video-content player, such as within a web article or mobile game.
• Video Player Size: Allows users to restrict inventory based on the reported width of the video player. These thresholds correspond to the player-size definitions in Pontiac’s OLV targeting documentation.
  • Large: 640 pixels or greater
  • Medium: 320–639 pixels
  • Small: 319 pixels or less
• Video Playback Method: Allows users to restrict inventory based on how video playback is initiated and the default sound behavior associated with the player.
  • Autoplay with Sound On: Video playback starts automatically with sound enabled.
  • Autoplay with Sound Off by Default: Video playback starts automatically with sound muted by default.
  • Click to Play: Video playback begins when the user clicks or otherwise activates the video player.
  • Mouse-Over: Video playback is initiated when the user moves their cursor over the applicable video area.

Important Considerations

• Inventory Type and Device Type
  • OLV Targeting should be configured alongside Inventory Type and Device Type targeting.
  • For example, an OLV Campaign designed to reach users on desktop and mobile devices can use the appropriate Web or In App inventory settings together with Phone, Tablet, and Personal Computer targeting.
• Exchange Compatibility
  • Select Exchanges that support the intended OLV inventory.
  • Available video inventory and supported playback characteristics may vary across Exchanges.
• Deal Targeting
  • When purchasing OLV inventory through Deals, select Deals that correspond to the intended video environment.
  • Ensure that the selected Deals and Exchanges are compatible with the OLV targeting requirements.
• Campaign and Line Targeting
  • OLV targeting configured at the Campaign and Line levels is evaluated together.
  • For example, if a Campaign is restricted to Pre-Roll inventory while an individual Line is restricted to Outstream, the conflicting playback requirements may prevent the Line from serving.
• Inventory Availability
  • Combining multiple restrictive OLV settings can significantly reduce eligible inventory.
  • For example, selecting Pre-Roll, Large Player Size, and Click to Play restricts delivery to inventory satisfying all three conditions.
  • Use an Inventory Availability Report to evaluate available inventory before applying highly restrictive OLV targeting.

Advanced Targeting provides additional controls for applying Custom Models and managing eligibility for inventory with specific privacy requirements.

These settings are available within the Campaign and Line Targeting workflow. Campaign-level targeting applies shared requirements across all Lines, while Line-level targeting allows users to configure additional requirements for an individual Line.

How to Access Advanced Targeting

1. Create a new Campaign or Line, or open an existing one in Edit mode.
2. Navigate to the Targeting section.
3. Select Edit Targeting.
4. Under Advanced, select Custom Model or Privacy from the Targeting dropdown menu.
5. Configure the applicable settings and select Save.
6. Complete and save the Campaign or Line configuration.

Custom Model

Custom Model Targeting allows users to apply an available Custom Model directly to a Campaign or Line.

Custom Models provide a way to activate optimization models generated through Pontiac’s Analytics Suite within the targeting workflow.

Configuring Custom Model Targeting

1. Navigate to the Targeting section of the applicable Campaign or Line and select Edit Targeting.
2. Under Advanced, select Custom Model from the Targeting dropdown menu.
3. Enable Use custom models.
4. Select the model you want to apply using the radio button next to its name in the available models table.

5. Select the applicable Threshold Type: Single Value or Spread.
   • Single Value uses one probability threshold to determine bid eligibility.
     • Predictions above the entered threshold will pass the model’s bidding criteria.
     • Predictions below the threshold will be excluded from bidding.
     • For example, if the Single Value threshold is set to 0.35, bid requests with a predicted probability above 0.35 pass the model’s criteria, while requests below that value are excluded.
   • Spread allows users to enter a lower and an upper probability threshold.

Prediction	Model behavior
Above the upper threshold	Always passes the model’s bidding criteria.
Below the lower threshold	Excluded from bidding.
Between the two thresholds	Randomly classified for bidding.

For example, if the lower threshold is 0.31 and the upper threshold is 0.42:

• Predictions above 0.42 pass the model’s bidding criteria.
• Predictions below 0.31 are excluded.
• Predictions between 0.31 and 0.42 are randomly classified.

Spread provides flexibility in how the model handles predictions that fall between two defined thresholds.

Important: Passing the Custom Model’s bidding criteria does not guarantee an impression will serve. The bid request must still satisfy all other applicable targeting, budget, and bidding requirements.

6. Enter the desired threshold value or values.
   • For guidance, hover over the Recommended Threshold figures. See further details below.

7. Review your configuration and select Save.

Available Models

When Use custom models is enabled, a table displays the available models associated with the Advertiser.

The table includes the following information:

Column	Description
Name	Name of the model.
Date	Date the model was generated.
Pipeline	Analysis pipeline associated with the model.
Entities	Advertiser, Campaign, or Line entities associated with the model.
Recommended Threshold	Recommended probability threshold range associated with the model.

Use the Search bar to find a model by name. Select the radio button next to the desired model to apply it to the targeting configuration.

Recommended Threshold

The Recommended Threshold column displays a suggested probability range for each model.

For example, a model may display a Recommended Threshold of 0.31–0.42.

Users can reference this range when configuring their threshold settings:

• Single Value: Choose one threshold value.
• Spread: Configure a lower and upper threshold.

The recommended range serves as guidance for configuring the model. Users should review the selected thresholds based on their campaign objectives and desired inventory eligibility.

Important Considerations

• Threshold Selection
  • Thresholds determine how restrictive the Custom Model is when evaluating bid requests.
  • For Single Value, increasing the threshold excludes more predictions below the cutoff.
  • For Spread, predictions between the lower and upper thresholds are randomly classified rather than automatically included or excluded.
• Campaign and Line Targeting
  • Custom Model Targeting does not override other targeting requirements. An impression must still satisfy all applicable Campaign and Line settings to be eligible to serve.
• Model Availability
  • Only models available to the applicable Advertiser are displayed for selection.

For information about generating models through Pontiac’s Analytics Suite, see the Analytics Documentation .

Privacy

Privacy Targeting controls eligibility for inventory associated with specific privacy restrictions. These settings allow advertisers to enable delivery to inventory identified as subject to COPPA or Do Not Track (DNT) restrictions.

Available Privacy Options

Option	Description
Serve to COPPA	Allows delivery to inventory identified as subject to the Children’s Online Privacy Protection Act (COPPA).
Serve to DNT	Allows delivery to impressions associated with users who have indicated a Do Not Track preference.

Configuring Privacy Targeting

1. Navigate to the Targeting section of the applicable Campaign or Line and select Edit Targeting.
2. Under Advanced, select Privacy from the Targeting dropdown menu.
3. Enable Serve to COPPA and/or Serve to DNT, as applicable.
4. Select Save to apply the targeting configuration.

Important Considerations

• Data Restrictions
  • When either Serve to COPPA or Serve to DNT is enabled, the following information is restricted from use in targeting:
    • Persistent identifiers, including cookies, IDFAs, Google Advertising IDs, and device fingerprints.
    • Precise geolocation.
    • Full IP addresses.
    • Full referrer URLs.
  • Pontiac strips this restricted information from the bid request before targeting filters are applied.
  • Additionally, IP addresses and mobile advertising identifiers (IFAs) cannot be passed back to clients or included in pixel or creative macros for these impressions.
• Targeting Compatibility
  • Targeting methods that depend on restricted identifiers or precise location information may not be applicable to this inventory.
  • Review Audience, Device, Geographic, and other targeting requirements to ensure the Campaign can serve without relying on unavailable information.
• Campaign and Line Targeting
  • Privacy settings do not override other targeting requirements. Impressions must still satisfy all applicable Campaign and Line restrictions to be eligible to serve.

Important: Enabling these options allows delivery to the corresponding inventory categories; it does not remove the associated privacy restrictions or independently establish compliance with applicable requirements.

Audience Targeting allows users to apply Custom, Third Party, Contextual, and ART Audiences to a Campaign or Line.

Audiences can be organized into groups and combined using Boolean logic to create more specific targeting strategies.

Audience Targeting can be configured at both the Campaign and Line levels:

• Campaign Targeting: Applies shared Audience requirements to all Lines within the Campaign.
• Line Targeting: Allows users to apply additional Audience requirements to an individual Line.

Configuring Audience Targeting

1. Create a new Campaign or Line, or open an existing one in Edit mode.
2. Navigate to the Audience section.
3. Select Add New Group.
4. Drag and drop the applicable Audiences to the group.
5. Toggle the Target method between groups:
   • Any
   • All
6. If needed, create additional Audience Groups and configure the Boolean logic used to combine them.
7. Review your selections and save the Campaign or Line configuration.

For detailed instructions on selecting and applying Audience segments, see the Associate Segments Documentation .

Audience Groups and Boolean Logic

Audience Groups allow users to organize multiple Audiences and define how they work together.

Boolean logic determines whether an impression must satisfy multiple Audience conditions or can qualify by meeting one of several conditions.

For example:

Logic	Description
AND	Requires the impression to satisfy both Audience conditions.
OR	Allows the impression to satisfy either Audience condition.

Multiple Audience Groups can be combined to create more complex targeting strategies.

For additional explanations and configuration examples, see the Boolean Logic Documentation .

Important Considerations

• Campaign and Line Association
  • Audience associations configured at the Campaign and Line levels is evaluated together. Ensure the selected Audiences and Boolean logic do not create conflicting or overly restrictive requirements.
• Audience Availability
  • Audience eligibility depends on the selected segment, available inventory, and the information required to identify qualifying impressions. Applying multiple restrictive Audience requirements may reduce available inventory.
• Additional Targeting Requirements
  • Audience Targeting does not override other targeting settings. Impressions must also satisfy all applicable Inventory, Location & Device, Content, and other Campaign and Line requirements.
• Best Practice: Review the Audience Groups and their Boolean logic before saving to ensure they reflect your intended targeting strategy. For step-by-step setup instructions, refer to the Associate Segments and Boolean Logic documentation linked above.