The Pontiac system is designed to push scale and will try to win all available impressions within the targeting parameters on the Line Item to try to hit the daily and lifetime budgets.  The system is not designed to limit impressions by hour or spread them out evenly throughout the day, but to win impressions as they are seen to ensure that the desired scale can be reached. With very open, or ‘un-targeted’ campaigns, this means that the system may encounter all necessary impressions to meet the Line’s daily budget within a short window in the morning. There are a few changes that can be made to the Line Item set-up to move towards a more even distribution of delivery throughout the day:

1. Tight Frequency Caps: Remove the ‘Dynamic Frequency’ control if it has been applied and decrease the ‘Daily Frequency Cap’ and ‘Lifetime Frequency Cap’.
2. Apply 2 min frequency:  Check the box ‘Enable 2 min freq’. This will control for multiple ads being shown to the same user either on the same page or within a 2-minute timeframe. Reducing the frequency to the same users will help to spread out the impressions over time.
3. Tighten exchange lists: If the Line is serving through all exchanges, you can tighten the targeting by removing any poor performing exchanges.
4. Tighten or add site/app list: If the Line is open with no inventory targeting, you can tighten the targeting by adding either a site/app list or a block list. Review the sites and apps where the Line is serving and block poor performing inventory, or set-up a targeting list to only serve on the top performers.
5. Tighten the geo: If you are targeting at the Country or State level, try to home in on DMAs or Zip Codes that are performing well to tighten the geo targeting.
6. Decrease bids: Your Line may be winning out the impressions very quickly because you are over-bidding for the media type or targeting parameters selected. Review our bid guidance here: Bid Recommendations

Keep in mind that all the above suggestions are intended to slow down the delivery or the campaign to spread out impressions more evenly throughout the day. We recommend testing these changes one at a time and evaluating the affects that they have on delivery and scale. Implementing these changes may limit the achievable scale for the Line and prevent the Line from hitting it’s daily or lifetime budget. As you make changes, continue to monitor reporting and delivery to adjust Line parameters as needed.