The ‘Onboarded’ section of the ‘Audiences’ tab is a space to house external data that has been pushed to the platform, allowing you to associate these segments with your campaigns. These segments can be integrated using your CRM data through LiveRamp or leverage the Pontiac Team’s partnerships with Bombora and OnSpot to access intent-based and location-based data.

If you would like to leverage your own relationship with a data provider, reach out through the Help Center for more information on how segments can be onboarded from your partners.

Through Pontiac’s partnership with LiveRamp, you can convert your CRM data into targetable Audience lists within the Pontiac platform. LiveRamp is a data management platform (DMP) that allows you to upload personally identifiable information (PII) that you have about your Audience and matches this information with User IDs to create an Audience segment.

Audience data can include:

• Name and Postal Addresses (NAP)
• Email Addresses
• Phone Numbers
• Client Customer IDs (your internal Customer IDs)
  • This functions as an Audience key that allows LiveRamp to delete duplicates in an uploaded file. If there is no Customer ID, LiveRamp will either use the email addresses or NAPs provided.

If you are interested in using LiveRamp to start targeting your CRM data, you will need to sign a LiveRamp user agreement. This agreement can be found in the ‘Admin’ tab under ‘Seat Settings’ in the ‘Addendum’ section. To sign this agreement, check the ‘Accept LiveRamp Addendum’ box at the bottom of the contract and click ‘Submit’. Once you have completed these steps, reach out to the Pontiac Team through the Help Center with the email address you would like to be used for the account. The Pontiac Team will create an account on your behalf using the email address provided. You will then receive an email from LiveRamp with login credentials.

Upload a csv, tsv, or txt file containing PII into LiveRamp, which will match the submitted information with User IDs and allow you to target these individuals across the internet through Pontiac. For instructions on how to upload files to LiveRamp see here: LiveRamp.

Once you have added a segment to distribution for Xandr, email your Account Manager to say that you have pushed a segment. Please provide the Pontiac Team with the segment name and the date you pushed the segment.

Your Onboarded Audience will appear in the ‘Audiences’ tab under ‘On Boarded’. Associate the segment to the Advertiser where you would like to use it, and it will be made available to associate to any Line Item under this Advertiser. LiveRamp segments cost an additional flat CPM of $2. To set the bids, add $2 to the recommended bid ranges for the campaign’s media type. 

Through Pontiac Intelligence you can leverage Bombora Audience Solutions to build custom audiences of users who work at specific companies or specific job titles/roles. For example, you can target ads exclusively to users with the title Marketing Manager or employees of Programmatic Mechanics.

To get started, compile and send the list of job titles or company domains (e.g., cisco.com) to the Pontiac Team through the Help Center. who will then push Companies (using their domain name, ie: cisco.com) or Job Titles to Bombora. The team will process the request and push the segments to Bombora. Within three business days, the segments will be available under the ‘Onboarded’ section of the ‘Audiences’ tab in Pontiac.

Bombora segments carry an additional flat CPM fee, which varies by segment. To set your bids accordingly, add the segment cost (as listed in the ‘Audiences’ tab) to the recommended bid range for your campaign’s media type.

Through our partnership with Onspot Data, you can create Audiences to target users who have visited specific commercial buildings. By using one or hundreds of commercial addresses, we can target ads to users who have visited those locations at any point in the past year. This Audience solution is great for users who want to target people who have visited a specific location or event.  For example, you can target users who have attended a University of Texas football game or those who have visited any Target store across the country.
These Onspot Data-based Audiences can ONLY be used for Mobile In-App campaigns in the United States. They CANNOT be used with CTV, Web (Desktop), or Mobile-Web campaigns.

To create an Audience based on commercial addresses, download and enter the commercial addresses into this excel template: Commercial Address Template. If the zip-4 column does not apply to your addresses, you can leave it blank. Send your completed excel template along with the desired lookback period (choose from last 30 days, last 90 days, or a specific date range within the last year) to the Pontiac Team through the Help Center. After 3 business days, the users from the specified geo locations and time frame will be made available for targeting. They will appear under ‘Onboarded Audiences’ in the platform. OnSpot segments cost an additional flat CPM fee of $2.00. When setting up your campaign bids, add $2.00 to the recommended bid ranges for the campaign’s media type.

Audience Types:

• Regular: Regular Audience captures mobile IDs seen within the geoframe(s) for the look back period.
• Lookalike Audience: Lookalike expands reach based on similarities in demographic, location, behavioral and temporal data. This feature expands on the concept of using demographic lookalike audiences by layering on location behavior to further refine the lookalike audience for improved performance. A baseline group in the initial audience is used to identify relevant demographic variables and incorporates similar location behavior to select targets with similar attributes.
• Household Extension: When building a geoframe based audience a ‘Household Extension’ can also add the devices associated to the households that were seen in the geoframe. Devices such as tablets and gaming units can be added as an extension here.
• Social Extension: Social audiences are people that are not family members who spend time together on a regular basis – such as friends and co-workers with frequent, meaningful interaction. The base audience is used to find other devices that frequently associate with a member in the base audience. These associations do not include devices that are part of the household extension. ‘Social Extension’ audience combines location, temporal and frequency as primary indicators to build the associations for determining the device linkages.
  Example: Both Madison and Kaitlyn’s Mobile Ad ID’s are observed frequently together at the same playgrounds, restaurants, bars, and malls at the same times on the same days. We determine that they have a social connection based on frequently being seen together. Using frequency and location overlap, we would consider these Mobile Ad ID’s as socially linked and would be included in the ‘Social Extensions’.