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.