All inventory targeting can be applied at either the campaign level or on the line Item. Targeting parameters should only be applied on the campaign level if they apply to all line item strategies associated to the campaign. An impression must meet both the targeting criteria of the line and the campaign it is associated to in order to be eligible.

Inventory Type

At the Line Item level, the inventory type can be set to Web, In App, or combined. This will filter impressions based on whether they are running on a web domain in a browser, inside an application – for example a mobile app or smart TV app, or allow for both.

Deals

Private-Marketplace (PMPs) Deals or Programmatic Guaranteed (PG) Deals can be used on the Pontiac platform as supply sources.

• Private Marketplace (PMPs): These are private, invite-only auctions that provide higher priority access to inventory than the open exchange. PMPs are one to many deals and in most cases do not require minimums or spend commitments. These deals have a price floor or minimum bid required to enter the auction, but closing prices are determined by real time bidding.
• Programmatic Guaranteed (PG): PG deals are a form of programmatic direct deal that are created between a publisher and one advertiser with a fixed rate and guaranteed volume of impressions. There is no auction and the advertiser is required to purchase all of the impressions coming through the deal id, all targeting must be applied on the supply-side. This is the highest priority for programmatic deals.

In the ‘Inventory’ tab of the platform, under ‘Deals’ you can see and request access to any of the public deals that Pontiac has negotiated directly with publishers.

Exchanges

The exchanges are supply-side platforms (SSPs) that give publishers and media owners the ability to send Pontiac requests for ads. If a deal is targeted on the line, then it will only serve on the selected deal, it will not serve on the open exchange. The line must include both the deal and the exchange the deal is on in order to serve. In the ‘Deals’ table in the Inventory tab you can find the exchange listed for each deal.

• Magnite: the magnite exchange provides access to streaming TV content across all device types
• DVplus: the DV+ exchange provides access to online video content (non streaming-TV), including both web & in app video placements
• Freewheel: the Freewheel exchange provides access to streaming TV content across all device types
• Index: the Index exchange provides access to streaming TV content across all device types (CTV & OTT) as well as online video content for both web and in-app placements
• Media.net: the Media.net exchange provides access to online video content (non streaming-TV), including both web & in app video placements

To run on open exchange inventory, selected the desired exchanges and do not select any deals.

Site List

Sit List Targeting allows you to choose the domains you want your ads to serve on. Custom Site Lists can be created with any number of sites, but only using top level domains.

• KPI: Click Through Rate (CTR)
• Media Type: Display, Native, Video
• Use Case: Site List Targeting is best used when you have an idea of your target audience, and that audience frequents certain websites or types of websites. If your audience frequently visits a domain, serving ads there allows you to reach your audience without paying for Third-Party audience data.
• Placement: Ads targeting a site list will run across the domains specified in the site list.
• Bid Structure: This targeting tool follows the bid ranges for the campaign’s media type, but bids may vary.
• Audience Data Targeting: First and Third-Party data segments are available for targeting but can limit the campaign’s ability to serve.

Site lists can be created to target or block a list of web domains on your campaign or lines. In the ‘Inventory’ tab of the platform, select ‘New Site List’, then enter the list of the domains and ‘Save’. This can then be added as an ‘allow’ or ‘block’ list on any campaign or line item.

App List

App List targeting allows you to pick and choose the apps you want your ads to serve in. Custom App Lists can be created with any number of apps.

• KPI: Click Through Rate (CTR)
• Media Type: Display, Native, Audio, Video, CTV
• Use Case: Best used when you have an idea of the audience you are targeting and the apps that they use. If you audience frequently uses an app, serving ads there allows you to reach your audience without paying for Third-Party data segments.
• Placement: Ads targeting an App List will serve on mobile devices and tablets in the apps specified in the lists.
• Bid Structure: Bids depend on the apps chosen. For standard apps we recommend starting around $3.75, noting that premium apps will need to be significantly higher.
• Audience Data Targeting: First and Third-Party data segments are available for targeting but can limit the campaign’s ability to serve.

App lists can be used to target or block specific applications. In the ‘Inventory’ tab of the platform, select ‘New App List’, then enter the list of app bundle ids and ‘Save’. This can then be added as an ‘allow’ or ‘block’ list on any campaign or line item. App Bundle IDs can be found in custom reporting from previous or existing campaigns, in the Inventory Availability tool and in sample log reports under the CTV Landscape. Note, the same app may have different bundle ids for every operating system, device type etc.

Connected Television (CTV)

Connected Television is a premium placement that sees Video Completion Rates over 90%.

• KPI: Video Completion Rate (VCR)
• Media Type: Video
• Use Case: CTV ads are best for driving brand awareness. By serving non-skippable, premium video ads, users are more likely to view the ad in its entirety.
• Placement: CTV ads run as video placements in either the pre-roll or mid-roll settings. These are non-skippable and run across Smart TV’s, game consoles, tablets and more.
• Bid Structure: CTV campaigns can run through a PMP Deal or through the Open Exchange. PMP rates are negotiated with Publishers and offered at a fixed CPM floor. CTV placements on the Open Exchange may sell at a lower CPM, but we recommend using PMP’s as they guarantee fraud-free inventory. The typical prices for CTV placements range from $28-40, with premium inventory available at prices over $40.
• Audience Data Targeting: Use Audience data specifically designed for CTV ads by Tru-Optik and AT&T. Targeting these data segments could restrict delivery because it will limit the size of your audience.

CTV Inventory Targeting Parameters

For CTV inventory Pontiac provides the capabilities to target the following parameters in either an ‘allow’ or ‘block’ list. These lists can be added directly in the ‘Targeting’ section of the campaign or line item:

• Publisher
• Network
• Channel
• Series
• Title
• Genre

The ‘Multi Field’ targeting section can be used for allowing or blocking values that may be passed through multiple content fields. For example, ESPN may sometimes come through Publisher, other times Network, or Channel. Enter ‘ESPN’ in the multi-field section to target across any of the content fields where this value is seen in the bid request.

The value in the allow or block list must be an exact match for the value in the bid request (except capitalization). For example, if you enter ‘Fox News’ in the Network list and the media owner passes ‘fox_news’ in the Network field, this would not be an eligible impression. If applied as an allow list, your line would not serve on this impression. If applied as a block list, your line would be able to serve on this impression.

Due to inconsistencies in both the naming conventions and usage of each of the fields listed above, it is recommended to do some preliminary research via the Inventory Availability and Inventory Discovery tools to verify the viability of any CTV inventory targeting on the platform. When and how these fields are used can vary greatly by partner, media owner, SSP etc.