The Pontiac platform offers a variety of Custom Audience options that allow you to customize your targeting at a more granular level. You can create audiences to target using Device IDs, IP Ranges and IP Addresses, Zip Codes, Lat Long coordinates, and User IDs. 
To create a Custom Audience, go to the ‘Audiences’ tab and select ‘New Custom Audience’. Give the Audience a name and select the type of Audience from the dropdown. Enter the Audience data according to the indicated format. These Audiences will automatically be available to associate to any Line Item. Each seat can have a maximum of 50 updatable custom audiences at a time. These audiences can also only be updated 50 times per day.

Each seat can have a maximum of 50 updatable custom audiences at a time. If you require more than 50 custom audiences, you can chose to ‘freeze’ certain audiences so that they can no longer be edited. These audiences once ‘frozen’ are still active and can still be used on campaigns. To freeze an audience, open the audience and uncheck the ‘Allow Updates’ box. Only audiences with this box checked will count towards the 50 custom audience limit.

There is also a maximum of 50 updates that can be made to custom audiences per day. Updates include adding or removing data from an existing Custom Audience as well as creating a new Custom Audience. Changing the name of the Audience will not count as an update. Changing the ‘Allow Updates’ status of a Custom Audience will not count as an update.

Custom Audiences will expire 180 days after they are created. The expiration date for each Custom Audience is visible in the ‘Audiences’ tab. Once an Audience expires, it will need to be removed from any Active Lines. If an expired Audience is on an Active Line, it will prevent the Line from optimizing and changes made to the Line will not save until the expired Audience is removed.

In most cases the data that is in the Custom Audience does not actually expire. For example Device IDs, Subdirectory URLs, Lat/Longs, etc., are still valid and could still be used on campaigns. In these cases, you can open the Custom Audience and check the active box, then click ‘Save’. This will re-submit the data and extend the expiration date for another 180 days. In some cases with User IDs and IP Addresses, the data may no longer be valid.

For Creative Custom Audiences, each time a user is added to the audience (when the selected creative serves an impression), the end date will be pushed to 180 days from the date the impression was served. This means that Creative Custom Audiences will expire 180 days after the Creatives selected stop serving on a campaign. For this reason, these Audiences cannot be refreshed as they are constantly refreshing if the Creatives are serving and the collected IDs are only valid for 180 days after the impression is served.

Each device that a user owns has a unique identification code that can be targeted. A desktop computer, laptop, and phone belonging to the same user will each have a unique Device ID. You can load these ID numbers into Pontiac to deliver campaigns directly to a user’s specific device. This Audience has a limit of 100,000 Device IDs per list. 
In the ‘Custom Audience’ section, enter each Device ID on an individual line, including the corresponding device type prefix, in the following format:
Line format: [Device ID]
Example: 0-123e4567-e89b-12d3-a456-426655440000
Device Type Prefixes:
0 –  IDFA (Apple ID for Advertising)
1 – SHA
2 – MD5
4 – OPENUDID
5 – AAID (Android Advertising ID)
6 – WINDOWSADID (Microsoft Advertising ID)
Once saved, this audience can be associated to any Line Item in the seat. Custom audiences are associated to the campaign in the ‘Audiences’ section of the Line Item creation screen. Select ‘Associate Segments’ and choose the audience from the ‘Custom Audiences’ dropdown.

A Zip Code Audience leverages the national postal code system to target a specific geographical area. This Audience has a limit of 100,000 Zips per list. 
Enter the Zip Code followed by a comma and the Country Code with each entry on an individual line in the following format:
Line format: [Zip Code],[Country Code]
Example: 03102,US
The following are valid Country Codes:

Lat/Long Targeting allows you to target lat/long coordinates and serve ads inside of a small surrounding area.  The surrounding area is defined by the Google Plus Codes grid, and only has two pre-determined sizes, stated as a Radius (where Radius is defined from the center of the rectangle to the corner). Options include a Radius of approximately 150 meters or 2251 meters, and may vary slightly depending on the location of the coordinates. It is recommended to start with the 2251 radius, as the smaller radius can be very difficult to scale and may prevent the Line from serving.

Enter each set of coordinates on an individual line in the following format:
Line format: [Latitude],[Longitude],[Radius] (Radius can be either 150 or 2251)
Example: 123.414,-123.424,2251

This Audience has a limit of 100,000 coordinates per list.

Lat Long Audiences & Campaign Scale

These audiences should be used with Mobile In-App and Mobile Web inventory only. Lat/Long targeting relies on mobile GPS data and location services to pinpoint the exact latitude and longitude where the user is located. This data is not typically shared by browsers, so most impressions will be for mobile applications. It is strongly recommended to always include Mobile In-App inventory on Lines targeting Lat/Long Audiences. Note, that approximately 30% of mobile impressions received contain location data that you can target with lat/long segments.

Scaling lat/long campaigns can be difficult as several conditions must be met in order for an impression to be eligible and accessible for targeting:

• The user must be within the lat/long radius
• The user must be using a mobile application, or website on a mobile browser that monetizes ad space through the open exchange and has an ad slot up for auction for the creative size that you are using
• The user must have location services turned on and the mobile application must be sharing the exact lat/long coordinate for the user’s location in the ad call (this is estimated to occur for 30% of impressions)
• All other targeting parameters set on the Line Item must be met, and you must win the auction

This strategy is only recommended for certain use cases, such as an event, where your target audience is in a very tight geo at the same time. We encourage users to consider incorporating a Geo-framed Custom Audience to retarget visitors that have visited the location at a later date into their strategies as well, as these audiences tend to provide better scale. Read more about these audiences here: Geoframed Commercial Address Segments

Estimating Potential Budget for a Lat/Long Campaign

Here is an example of the recommended math to estimate the potential spend for your lat/long campaign:

1. Estimate the number of potential users:
   Estimate the number of users that you think will attend the event, or that will be within the geo-fence in a 24-hour period. In this case we will use an event with 1,500 attendees as an example.
   We estimate that 50% of all attendees will use their mobile phones in ad-enabled apps during the event:
   1,500 * 0.5 = 750

2. Estimate the number of potential impressions available:
   An estimated 30% of those impressions would be targetable by lat/long (location services on and app sharing precise location):
   750 * 0.3 = 225 addressable users
   
   We will then estimate that these 225 users can be served 3-5 ads as they use the app:
   225 * 3 = 675
   250 * 5 = 1,125
   
   This would give us an estimated range of 675 – 1,125 potential impressions per day
   
3. Estimate the daily budget as a dollar amount:
   In-App inventory typically runs between $6-$12 CPM depending on the App.
   This would give you a daily budget range:
   675/1000 * $6 = $4.05
   1125/1000 * $12 = $13.5
   
   The estimated daily potential budget would be between $4.05 and $13.50.

This is an estimate and not a guarantee, as there is a lot of room for uncertainty as to the percentage of users that will open ad-enabled apps monetized on the open exchange AND have their location services turned on while they are in the designated geo-fence.

NOTE: any other targeting parameters applied to the Line Item, for example, an app list, frequency capping, OS targeting, day parts, limiting the exchange list, etc. will further limit scale and IS NOT RECOMMENDED.

View the Geo-fence Area on the Google Plus Codes Map

To find the Google Plus Code and see the surrounding target area for a set of lat, long coordinates go to the Google Plus Codes website here: https://maps.google.com/pluscodes/ and select ‘Find your code’ at the bottom of the webpage.
Enter an address into the bar at the top of the screen that says ‘Enter a Plus Code or an address’. Once you enter an address you will see a red box on the map over this location and at the bottom of the screen the Plus Code will appear as seen in the image below.

Select the up arrow to the left of the Plus Code to expand the window like this:

The code next to the first blue ‘pin’ symbol is the Plus Code for this specific lat, long coordinate. In this example, 87G8P2R3+PQ.
By removing the letters following the plus sign (in this case ‘PQ’), you can find the Plus Code for the lat, long coordinate and the surrounding area with a Radius of 150 meters. In this example, 87G8P2R3+.
Copy this Plus Code (87G8P2R3+) into the bar that says ‘Enter a plus code or an address’ at the top of the screen to see the designated lat, long coordinate and the surrounding area on the map with a Radius of 150 meters. 

This red rectangle is the area that you will be targeting by entering [Lat, Long, 150] into the Custom Audience text box. 
If you wish to enlarge this area, target the Plus Code with a Radius of 2251 by entering [Lat, Long, 2251] into the Custom Audience box. To see this area on Google Maps take the code for a Radius of 150, in this example 87G8P2R3+, and change the last two digits before the plus sign to ‘00’. For example, 87G8P200+.

This red rectangle is the area that you will be targeting by entering [Lat, Long, 2251] into the Custom Audience text box.

This audience collects User IDs, Device IDs or IP Addresses of users that have been served a creative through Pontiac and creates an Audience segment to re-target these users directly. Choose the data you wish to follow, either Device ID, User ID, and/or IP Address.  Then select the Creatives, that once served, will add users to the Audience.

This feature allows you target up to 4 subdirectories per domain.  Subdirectory URL Targeting will serve on all pages that fall into the string of subdirectories.  For example, if you target nytimes.com/section/world/africa, your ads will serve in the World/Africa section, as well as any other section that sit below the Africa section.  
Enter each URL on an individual line in the ‘Custom Audience’ text box, remove the ‘https://’ and ‘www.’ before the domains if applicable. This Audience has a limit of 50,000 URLs per list.

By creating a Full URL Targeting Audience you can specifically target certain articles within a webpage, up to 20 subdirectories per domain. For example, nypost.com/2020/08/17/didnt-take-long-for-giants-saquon-barkley-to-impress-joe-judge.  A campaign targeting this Audience will only serve on these exact pages and not the other pages that fall into the category subdirectory.
Enter each URL on an individual line in the ‘Custom Audience’ text box, remove the ‘https://’ and ‘www.’ before the domains if applicabl. This Audience has a limit of 50,000 Full URLs per list.