Serve 15, 30, or 60 second audio ads across a variety of streaming services. With listen-through-rates over 95%, audio placements are great for driving brand awareness.

USE CASES:
Audio placements command undivided attention, driving high completion rates and overall brand awareness. The passive nature of the ads allow for the user to listen and engage with ad content, without breaking from their typical habits. Audio spots of 15, 30 and 60s provide Advertisers with ample time to communicate a detailed message.

PLACEMENT:
Serve across radio station channels, podcasts, streaming audio apps such as Spotify, and websites with audio advertising.

KPI:
Reach, Click Through Rate, Listen Through Rate, IP Conversions, Foot Traffic

SPECS: Audio Specs

SET-UP:

Configure the Line Item with the following considerations:

• Creative Type:
  • Select ‘Audio’
• Bid Recommendations:
  • Deals: Set bid to a minimum of $15
  • Open Exchange: A minimum of $13 is recommended
• Allow for Cookieless Users:
  • Enable the ‘Allow for Cookieless Users’ box. Cookies are not typically available in most streaming audio environments, and requiring them may prevent lines from serving.
• Targeting:
  • Deals:
    • In the ‘Inventory’ tab, search for ‘Audio’ as the Media Type and request access to the desired audio deals. Then in the Targeting section of the Line associate them to the campaign and remove ALL Exchanges.
  • Open Exchange:
    • Select from the following Exchanges: ‘Spotify AB’, ‘Spotify’, ‘Triton Digital’, and/or ‘AdsWizz’
• Frequency Caps: 
  • Set Daily and Lifetime Frequency caps to 0 and do not apply Dynamic Frequency. Setting Frequency caps or applying dynamic frequency may prevent the Line from serving.
• Pixels: 
  • Do not associate any conversion pixels or remarketing pixels to Audio Lines, these may prevent the Line from serving.
• Audiences:
  • Audience targeting is not recommended as it can be very limiting to scale and may prevent the Line from serving.

Reach a highly engaged audience on the largest screens in their homes. From Smart TV applications to streaming devices such as Rokus, ads can be placed in 15, 30, or 60 second videos spots on your target audiences’ TVs.

USE CASES:
Select from over 2,000 Private Marketplace Deals to place your ads through the highest-caliber publishers alongside premium streaming content. Choose PMPs by publisher and channel, or by content category including Sports, News, Family, Lifestyle, Spanish Language and more. As non-skippable placements users are more likely to view the ad in its entirety making these placements excellent for driving brand awareness.

PLACEMENT:
CTV ads run as video placements in either the pre-roll or mid-roll settings.  These placements are non-skippable, and run across Smart TV’s, Game Consoles and Set-top boxes.

KPI:
Video Completion Rate (VCR), IP Conversions, Foot Traffic

SPECS: Video & CTV Specs

CASE STUDY: Audience Targeted CTV & OTT- Mattress Company Drives Awareness for Holiday Promotion

SET-UP:

Configure your Line Item with the following considerations:

• Creative Type:
  • Select ‘Video’
• Inventory Type:
  • Select ‘CTV’
• Bid Recommendations: 
  • Typically, PMPs have a CPM price floor that is set by the publisher and this should be your ‘Base Bid’. We recommend setting the ‘Max Bid’ at least $3-$5 above the ‘Base Bid’.
• Allow for Cookieless Users:
  • Enable the ‘Allow for Cookieless Users’ box. Cookies are not typically available across CTV devices, and requiring them may prevent lines from serving.
• Targeting:
  • We always recommend running CTV campaigns through PMPs as opposed to the Open Exchange. PMPs will provide fraud-free, verified CTV inventory.
    • Exchanges: Remove all exchanges. If exchanges are not removed, the Line may serve openly across the exchanges and the Deals.
    • Deals: To use a PMP, enter the ‘Inventory’ tab and request access to the desired PMPs, then associate the PMP’s that you wish to target. Look for Deals with the Device Types ‘CTV’ or ‘All’.
    • Video: Select player size and playback options.
    • Device Types: TV, Game Console, Set-top Box
• Audience Data Targeting:
  • Use Audience data specifically designed for CTV ads by TruAudience (previously TruOptik), Lotame and Comscore. Targeting these data segments could restrict delivery because it will limit the size of your audience. Increase bids by the average cost of all associated segments.

Engage with consumers while they are on the go across place-based media (taxis, malls) and large format out-of-home (highway billboards, urban panels).

USE CASES:
Select DOOH screens by address, zip code, venue type or media owner to serve ads across hyper-local placements and in contextually relevant environments. DOOH placements enable you to reach consumers in natural settings throughout their day-to-day activities.

PLACEMENTS:
Select venues such as Apartment Buildings, Pharmacies, Malls, Grocery, Convenience Stores, Doctor’s Offices, Veterinary Offices, Banks, Outdoor Billboards, Gas Stations, Taxi and Rideshare TV, etc across the United States and Canada.

KPIs:
Brand Awareness

SPECS: DOOH Creative Specs

SET-UP:

Read more here: DOOH Line Item Set-up

Use static images or rich media to communicate your brand’s message and reach your target audience through highly targeted digital campaigns

USE CASES:
Display ads are great for campaigns with complex targeting goals. Display campaigns can be layered with a combination of granular targeting strategies to create effective segmentation and deliver your message to the highest value users to your brand. Select from over 50 different ad sizes combined with geo targeting, inventory targeting and data targeting to drive users to your landing page.

PLACEMENTS:
Web, Mobile-Web or In-App Inventory across Desktops & Laptops, Mobile Phones, and Tablets.

KPIs:
CTR, CPC, PV & PC Conversions, CPA, Viewability, Foot Traffic, IP Conversions

SPECS: Banner Specs

Configure the Line Item with the following considerations:

• Creative Type: 
  • Select ‘Banner’
• Bid Recommendations:
  • Bids vary for video inventory, but we recommend a bid structure of at least an $3 base bid.
• Audience Data Targeting:
  • Third-party audience data is available to target for display campaigns.  If you use Third-Party Audiences, increase bids by the average cost of all associated segments.

Ads blend in with the page in a way that makes them appear to be part of the surrounding editorial content.  

OVERVIEW:
A powerful prospecting tool, Native ads reach new users in a way that feels natural and blends in to surrounding content. Native ads drive high direct response rates, exposing users to the ad content without disrupting the flow of the user’s experience.

PLACEMENTS:
Ads run through Microsoft, Triplelift, Sharethrough, Taboola and Outbrain

KPIs:
CTR, CPC, PV & PC Conversions, CPA, Viewability, Foot Traffic, IP Conversions

SPECS: Native Specs

SET-UP:

Configure the Line Item with the following considerations:

• Creative Type:
  • Select ‘Native’
• Bid Recommendations:
  • Format A – Avg. bid between $5.35 and $6.45
  • Format B – Avg. Bid between $1.20 and $2.30
  • Format C – Avg. Bid between $1.20 and $2.30
• Targeting:
  • Format A – Select Triplelift, Sharethrough, LiveIntent, and Microsoft exchanges.
  • Format B – Select the Taboola Exchange
  • Format C – Select the Outbrain Exchange.

Native Text Ads appear at the top of the user’s inbox, commanding attention and delivering direct responses.

OVERVIEW:
Focus all the user’s attention on your call to action through text-only advertisements. Native Text Ads drive high rates of engagement, running on premium placements with high viewability, these units are guaranteed to capture the user’s attention.

PLACEMENTS:
Ads are placed in prominent Microsoft properties, including the MSN Homepage and Outlook mailbox.

KPIs:
CTR, CPC, PV & PC Conversions, CPA, Viewability, Foot Traffic, IP Conversions

SPECS: Native Specs

Case Study: Online Education & Outlook Ads- Language Software Drives Conversions and Improves Overall CPA

SET-UP:

Configure the Line Item with the following considerations:

• Creative Type:
  • Select ‘Native’
• Bid Recommendations:
  • Native placements usually close at a higher CPM compared to standard display.  We recommend setting your ‘Base Bid’ around $7.25 and ‘Max Bid’ at $12.75.
• Targeting:
  • Select the Microsoft Exchange. If you do not have access, you must first request this through the Help Center.
  • In the Inventory tab, create a Site List with only outlook.live.com
  • Associate the Site List to the Line as an ‘Allow’ list

Capture the attention of your audience by placing targeted online video ads of up to 60 seconds across the web or in mobile applications to drive clicks or conversions.

OVERVIEW:
Online video can be layered with audience targeting, inventory targeting, and geo targeting to reach your desired audience and drive engagement across all KPIs from CTRs and online conversions to Foot Traffic Attribution. Place your video alongside a relevant article or serve your video to your remarketing audience wherever they are browsing the web.

PLACEMENTS:
Videos can run in pre-roll, mid-roll, post-roll or outstream contexts across Web, Mobile-Web and In-App Inventory. Premium Video PMPs are also available for OTT on Mobile & Desktop.

KPIs:
Video Completion Rate (VCR), CTR, CPC, PV & PC Conversions, CPA, Viewability, Foot Traffic, IP Conversions

SPECS: Video & CTV Specs

SET-UP:

Configure the Line Item with the following considerations:

• Creative Type: 
  • Select ‘Video’
• Bid Recommendations:
  • Bids vary for video inventory, but we recommend a bid structure of at least an $8 base bid.
• Targeting:
  • Select a Video Context from Pre-roll, Mid-Roll, Post-roll and Outstream
  • Select a Video Player Size
• Audience Data Targeting:
  • Third-party audience data is available to target for video campaigns.  If you use Third-Party Audiences, increase bids by the average cost of all associated segments.

Pick and choose exactly which applications you want your ads to serve in.

OVERVIEW:
Select from one of Pontiac’s pre-set app lists by content category, such as Real Estate Apps, Weather Apps, News Apps, Gaming Apps and more or create your own custom list. Contextually place ads to reach users while they are using an app relevant to your product or service or reach your target audience by targeting apps these users frequent to optimize your ad spend without paying for Third-Party data segments.

MEDIA TYPE:
Banner, Native, Audio, Video

INVENTORY TYPE:
Mobile In-App, OTT, CTV

DEVICE TYPES:
Mobile Phones & Tablets, TV, Game Console, Set Top Box

PRICING:
No Additional Cost

SET-UP:
To build your App List, go to the ‘Inventory Tab’ click ‘New App List’ and paste the app code for each desired app on an individual line. The app codes can be found by locating the page for the app on either the Apple App Store or the Google Play Store for Android apps and taking the highlighted portion of the URL shown below.

Examples (use only the red text):
Android Apps:  https://play.google.com/store/apps/details?id=com.easybrain.sudoku.android&hl=en_US&gl=US
Line format : com.easybrain.sudoku.android
Apple Apps:  https://apps.apple.com/us/app/sudoku-com-brain-games/id1193508329
Line format: 1193508329

When setting up a new Line Item, the App List you created (as well as preconfigured App Lists by category) will be available to associate to the campaign in the Line Item ‘Targeting’ menu under the ‘App List’ tab. Select whether to use the list as an ‘Allow’ list or ‘Block’ list.

It is recommended to apply the ‘Allow for Cookieless Users’ feature when targeting In App Inventory.

For more information on App List targeting, see here: Site Lists & App Lists

Contextual AI is Pontiac’s AI-based, custom targeting solution that performs deep content analysis to find the best contextual placements for your ads.

OVERVIEW:
Contextual AI uses Natural Language Processing (NLP) to digest the content of articles across the web and understand the text the way a human would. By processing entire websites, the AI overcomes the ambiguities in language that over-simplified tools such as keywords can overlook, accurately assigning meaning to the words in context. (For example, does the word ‘Apple’ in this article refer to a company or a fruit?).
Leverage this rich contextual analysis to build custom lookalike segments from a few sample articles or select from our list of curated contextual segments for over 300 IAB content categories.

MEDIA TYPE:
Banner

INVENTORY TYPE:
Web, Mobile-Web

DEVICE TYPES:
Desktop & Laptop, Mobile Phones, Tablets

PRICING: $0.25 CPM

Depicted above, the AI converts text to a list of numbers which represent semantic meaning, allowing full webpages to be indexed for contextual relevance.

SET-UP:

To use one of the curated contextual segments for an IAB content category, create a Line Item and select the audience from the ‘Contextual Audiences’ section under ‘Associate Segments’.

To leverage a custom contextual segment, follow these steps:

1. Define your target content: Find 4-5 sample articles that represent your brand’s target content.
2. Create the Audience: In the ‘Audiences’ tab, select ‘New Contextual Audience’ and enter your sample articles. Using NLP, the sample articles are analyzed to achieve a deep understanding of content and meaning. The algorithm compares your sample articles to millions of URLs across the web to find the closest contextual matches.
3. Target the Audience on a Line: Matched articles are compiled in a custom segment that can be added to your Line Item under ‘Audiences’ using the ‘Associate Segments’ button.

These audience segments contain Full URLs for precise contextual targeting. It is not recommended to layer this segment with any additional inventory or audience targeting as this may restrict campaign scale.

For recommendations on selecting sample articles and more information on how the AI works, see here: Contextual AI

Hear what Pontiac CTO, Erik Thorson, and independent data scientist, Michael Misiewicz, have to say about the future of cookies and role of Natural Language Processing (NLP) in contextual targeting solutions on the 2022 Pontiac Summit Tech Panel:

Programmatic placements in your audience’s inbox through the newsletters of 2,000+ premium publishers & brands.

OVERVIEW:

Place your ads in the email newsletters of publishers such as the Food Network, Glamour, MarketWatch, The Washington Post, The New York Times, Kraft, Better Home & Gardens, and many more! Diversify your programmatic portfolio with a unique new channel, reaching a 100% opted-in and highly engaged audience as they interact with the newsletters from the brands they love most. Allow or block specific publishers to serve your ads in the most contextually relevant and brand-safe newsletters.

MEDIA TYPE:
Native

INVENTORY TYPE:
Web, Mobile-Web

DEVICE TYPES:
Desktop & Laptop, Mobile Phones, Tablets

PRICING:

Recommended $2-5 bid depending on the level of targeting.

_{Figure 1: LiveIntent Placement Adapted from: Master Deck 22}

SET-UP:

Configure the Line Item with the following considerations:

• Creative Type:
  • Select ‘Native’. The Creative should follow specs for Native Format A, except for the ‘Body’, which must be under 90 characters.
  • You can see these specs here: Native Specs
• Bid Recommendations:
  • If you are serving LiveIntent RON with no other targeting, we recommend starting with a bid of $2. If you are adding geo, audience or more granular inventory targeting via a site list, we recommend bidding between $2-$5.
• Targeting:
  • Deals:
    • In the ‘Inventory’ tab, search for ‘LiveIntent’ and request access to Deal ID 1569806. Then in the Targeting section of the Line associate the Deal to the Line and remove ALL Exchanges.
  • Open Exchange:
    • Select the exchange, LiveIntent ID 8171
  • Do not include the viewability threshold, this is not available for this inventory and will prevent the Line from serving.

• Site List
  • If you would like to serve ads in specific newsletters, you can target the domain of the newsletter publisher through a Site List. In the ‘Inventory tab’ select ‘New Site List’ and add the domains for the publishers you would like to target. In the Targeting section of the Line, apply this Site list as an ‘Allow’ list and your ads will only serve in newsletters from these publishers.
  • Download a full list of available publishers and their domains here:

• Audiences:
  • Third Party Audience targeting can be used for demographic and behavioral targeting of users that are receiving these email newsletters, but keep in mind that this may be restricting to campaign scale. We recommend leveraging broad demographic audiences such as gender, age and income levels.

Select from over 2,000 pre-negotiated deals across CTV, OTT or Audio for exclusive Select from over 2,000 pre-negotiated deals across CTV, OTT, OLV, or Audio for exclusive access to premium inventory.

OVERVIEW

Private Marketplaces (PMPs), or Deals, provide exclusive access to premium inventory. These placements supply fraud-free inventory of the highest quality. Pontiac provides pre-negotiated CTV, OTT, OLV and Audio Deals through a wide variety of publishers in all content categories, available directly in the platform.
If you have access to a PMP through your own publisher relationship it can also be onboarded for targeting in the platform.

PRICING:
All deals available in the platform are real-time bidding environments with a CPM price floor set by the publisher. We recommend setting your bids at least $3-5 over the price floor to start.

SET-UP:
Go to the Inventory tab and request access to the desired Deals. Once access is approved, the Deals can be associated to the Line in the ‘Targeting’ section. Remove all exchanges from the Line. If Deals AND Exchanges are associated to the Line, the line may serve through both, but in most cases it will only serve through the exchanges.

To onboard your own PMP, publish the Deal to Xandr Client ID 3344 then send a message to the Pontiac Team through the Help Center with the details for the Deal. The Deal will then be made available for targeting in your seat.

Pick and choose the specific domains you want your ads to serve on. 

OVERVIEW
Guarantee the quality, relevance, and brand-safety of the inventory you are buying by designating the exact domains your ads will serve on. Select from Pontiac’s pre-set site lists organized by category, including Beauty & Fitness, Home & Garden, Finance, Real Estate, News and more. Or create your own custom site list to contextually place ads or serve on sites most relevant to your target audience for effective targeting without the cost of third-party data.

MEDIA TYPE:

Banner, Native, Audio, Video

INVENTORY TYPE:

Web, Mobile-Web

DEVICE TYPES:

Desktop & Laptop, Mobile Devices, Tablets

PRICING:

No Additional Cost

SET-UP:
To build your Site List, go to the ‘Inventory Tab’ click ‘New Site List’.  Add the sites separated by commas, following the example provided in the Site List creation window. When setting up a new Line Item, the Site List you created (as well as preconfigured Site Lists by category) will be available to associate to the campaign in the Line Item ‘Targeting’ menu under the ‘Site List’ tab. Choose whether to associate the list as an ‘Allow’ list or ‘Block’ list.

Create your own contextual URL lists to place ads down to the specific articles

OVERVIEW:
Strategically place ads on specific subdirectories or specific articles with content related to your ad or brand. As regular site lists hit top level domains that can umbrella many subdirectories and articles spanning a wide variety of topics, deep URL targeting allows you to filter down to the most relevant content.
For example, go from targeting ESPN.com and serving on all ESPN properties, to specifically target espn.com/nba/standings.

MEDIA TYPE:
Banner, Native, Audio, Video

INVENTORY TYPE:
Web, Mobile-Web

DEVICE TYPES:
Mobile devices & tablets

PRICING:
No Additional Cost

SET-UP:

Go to the ‘Audience’ tab and select ‘New Custom Audience’. Then select ‘Subdirectory URL Targeting’ or ‘Full URL Targeting’ from the dropdown menu:

• Subdirectory URL Targeting: 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.  
• Full URL Targeting: Allows you to 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.  Specific domains will only target these exact pages and not the other pages that fall into the category subdirectory.

Enter each URL on an individual line, if applicable remove the ‘https://’ and/or ‘www.’ from the URL.

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.

The Audience Research Tool (ART) is a proprietary cookie-less identity solution designed by Pontiac Intelligence to enable Advertisers to both better understand and better reach the users of highest potential value to their brand and subsequently maximize their ad spend.

OVERVIEW:

Centered around the U.S. zip code, ART reports aggregate and analyze demographic data & content consumption by zip to build audiences for all channels & media types. A privacy-compliant targeting solution that drives both performance and scale across all your digital campaigns.

MEDIA TYPE:
Banner, Video, Native, Audio, CTV, OTT

INVENTORY TYPE:
Web, Mobile-Web, Mobile In-App, CTV, OTT, DOOH

DEVICE TYPES:
Desktops, Mobile Phones, Tablets, TVs, Set-top boxes, Game Consoles, Billboards, Gas Station TVs, Urban Panels & more!

PRICING:
No Additional Cost

SET-UP:

The first step to create an ART audience is to build out an ART report in the ‘ART’ section of the platform under ‘Audience Research’ or ‘Audience Discovery’. Create a lookalike model from an existing audience or build a new audience according to desired demographics or interests.

Once you have created an Audience Research or Audience Discovery report, the report data can be published as a custom audience for cookieless targeting across all your Pontiac campaigns.

1. Open the ART report and select the ‘Download Results’ button.
2. Select the threshold for matched zip codes you would like to include in the audience. Filter results to select ‘all results’ or the ‘top 10%’, ‘top 20%’, or ‘top 50%’ depending on the desired reach & scale of the campaign.
3. Select the Results Format ‘Custom Audience Data’. This will download the zip codes pre-formatted with the country code to be easily uploaded into Pontiac as a custom zip code audience for targeting.
4. Click the ‘Download’ button.
5. It is recommended to open the downloaded file in a text editor to avoid potential issues with formatting. If opened in excel, zip codes that begin with 0 will be missing this first digit.
6. Open the ‘DSP’ section of the platform and navigate to the ‘Audiences’ tab.
7. Select ‘New Custom Audience’, give the audience a name, and select ‘Zips’ as the audience type.
8. Paste the zip codes from the ART report into the text box and save the audience.
9. This can then be added to any Line Item in the ‘Associate Segments’ section of the Line for cookieless targeting across all channels & media types.

For more information, see here: ART Documentation

Use multiple ads to tell a story to your audience with sequential messaging or employ cross device retargeting for a 360-degree approach will allow you to reach users across all channels and all their devices to maintain consistent messaging and create continuity in the customer’s entire digital experience.

OVERVIEW:
The Creative Audience allows for dynamic retargeting of users who have received an ad previously run through Pontiac, by collecting User IDs, Device IDs or IP Addresses of the users that were served an ad. Create sequential messaging to tell a story or employ cross-device remarketing to create a holistic 360-degree campaign. The Creative Audience allows for the collection of IP addresses, making cross channel remarketing from CTV to Display possible. Collect the IP addresses of users that viewed your CTV ad on their Smart TVs, Game Consoles and Set-top boxes and retarget these users with display ads across the web on their other devices – mobile phones, desktops, laptops, and tablets.

MEDIA TYPE:
Banner, Video

INVENTORY TYPE:
Web, Mobile-Web, Mobile In-App

DEVICE TYPES:
Desktops, Mobile Phones, Tablets

PRICING:
No Additional Cost

SET-UP:

Go to the ‘Audience’ tab and select ‘New Custom Audience’. Then select ‘Creative Audience’ from the dropdown menu.  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.

In the above screenshot, the three creatives are capturing the Device ID, IP Address, and User ID, which are building the audience.

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.

Create custom audiences through Device IDs to target your brand’s Audience wherever they are seen across the web.

OVERVIEW:
Device IDs are unique identification codes issued to every device that can receive ads.  A desktop computer, laptop, and phone belonging to the same user will each have their own unique Device ID. You can load these ID numbers into Pontiac, creating a custom audience to deliver campaigns directly to a user’s specific device.

MEDIA TYPE:
Banner, Video

INVENTORY TYPE:
Web, Mobile-Web, Mobile In-App

DEVICE TYPES:
Desktop & Laptop, Mobile Phones, Tablets

PRICING:
No Additional Cost

SET-UP:

To set up a campaign, you must first create the audience of Device IDs.  Go to the ‘Audience’ tab and select ‘New Custom Audience’. Then select ‘Device ID’ from the dropdown menu.  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.

Use lat/long coordinates to geofence any location across the world to serve ads inside of a small surrounding area.

OVERVIEW:
Serve ads to users across their mobile devices while they are on the go and enter the specified geo-frame. This tool can be leveraged to target users while they are at an event, near a retail location, in a specific neighborhood or any tight geo location for hyper-local campaigns.

MEDIA TYPE:
Banner, Video

INVENTORY TYPE:
Mobile In-App, Mobile Web

DEVICE TYPES:
Mobile Phones, Tablets

PRICING:
No Additional Cost

SET-UP:

To set up a campaign, you must first create the Audience with Lat/Long coordinates, and the surrounding area in square meters.  Go to the ‘Audience’ tab and select ‘New Custom Audience’. Then select ‘Lat Long’ from the dropdown menu.  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,-123.424,150

The Radius is predetermined by Google Plus Codes with defaults of approximately 150 meters (492 feet) or 2251 meters (7385 feet). Entering a Radius other than 150 or 2251 will not create a custom Radius or area, you will still be targeting a Radius of either 150 or 2251.
The size of the target area will vary slightly depending on the location of the coordinates.
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.

These audiences should be used with Mobile In-App 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. Note, that approximately 30% of mobile impressions received contain location data that you can target with lat/long segments.

It is recommended to apply the ‘Allow for Cookieless Users’ feature on the Line when targeting In App Inventory.

For more information on setting up Lat/Long Targeting and estimating your potential budget, see here : Lat/Long Audience.

For more information on Google Plus Codes: https://maps.google.com/pluscodes/technology/

A defined Audience of users who were in a geographic location during a specified time frame is compiled and then targeted. 

OVERVIEW:
This tactic can be utilized to target people who have visited a specific location or event to serve ads to them on a later date. For example, you can target users who have attended a University of Michigan football game, or people who have visited any Target across the country in the last week. Remarket to users who have visited your retail locations, or conquest by targeting users who have been to competitor’s locations.

MEDIA TYPE:
Banner, Video

INVENTORY TYPE:
Mobile In-App

DEVICE TYPES:
Mobile Phones, Tablets

PRICING:
$2.00 CPM for Audience Data

SET-UP:
You must send the locations you wish to target to the Pontiac Team through the Help Center. The data will then be pushed to your seat via OnSpot Data Technology.  After 3 business days, users from the defined geo locations and time frame will be made available for targeting, and will appear under ‘Onboarded Audiences’. OnSpot segments cost an additional flat CPM of $2.00. To set the bids, add $2.00 to the recommended bid ranges for the campaign’s media type. 
It is recommended to apply the ‘Allow for Cookieless Users’ feature on the Line when targeting In App Inventory.
See additional information about Geoframed Audiences here: Geoframed Commercial Address Segments.

A robust B2B targeting tool, create and target custom audiences of businesses, organizations, or professional groups through Pontiac’s Bombora integration.

OVERVIEW:
Enter any company’s website to create a targetable audience of employees and company devices. Reach key decision makers with filters by position, or target companies displaying interest in certain topics. Targetable B2B parameters include: Seniority, Functional Area, Industry, Company Size and Revenue, Installed Data & Programs, Intent & predictive signals and more.

MEDIA TYPE:
Banner, Video

INVENTORY TYPE:
Web, Mobile-Web, Mobile In-App

DEVICE TYPES:
Desktops & Laptops, Mobile Phones, Tablets

PRICING:
Audience CPMs will vary according to parameters selected

SET-UP:
You must send the Job Titles or Companies that you wish to target to the Pontiac Team through the Help Center. They will then push Companies (using their domain name, ie: cisco.com) or Job Titles to Bombora.  Audiences will be available to target in Pontiac within 3 business days, and will appear under ‘Onboarded Audiences’.  To set the bids, add the associated cost of your segment to the recommended bid ranges for the campaign’s media type.

Leverage Pontiac’s LiveRamp integration to target a list of email addresses, phone numbers, or names and postal addresses.  

OVERVIEW
Turn your CRM data into targetable audience lists in the Pontiac platform to digitally reach users from previous email lists and/or mailing campaigns on the open web.

MEDIA TYPE:
Banner, Video

INVENTORY TYPE:
Web, Mobile-Web, Mobile In-App

DEVICE TYPES:
Desktops & Laptops, Mobile Phones, Tablets

PRICING:
$2.00 CPM for Audience Data

SET-UP:
To get started using LiveRamp, read the LiveRamp tutorial here: LiveRamp Tutorial

Show ads across the web to users who previously visited your website. 

OVERVIEW:
A cost-effective way to drive conversions, your Remarketing Audience contains the most valuable users to your brand, as they have already shown awareness and interest. Serve ads to these users wherever they are seen across the web to keep them engaged and nurture their journey from awareness to conversion.

Case Study: Remarketing for E-Commerce- Skin-Care Brand Revitalizes Online Product Sales

MEDIA TYPE:
Banner, Video

INVENTORY TYPE:
Web, Mobile- Web, Mobile In-App

DEVICE TYPES:
Desktops & Laptops, Mobile Phones, Tablets

PRICING:
No Additional Cost

SET-UP:
Remarketing campaigns require the setup of a pixel to track the visitors to your website and target those users after they leave your page.  To create one of these pixels, click into the Advertiser, and select ‘New Segment’.  Allow a few minutes for the code to build, then click the pixel name, and copy the ‘Pixel URL Img’.  This should be placed on your homepage and any other page where you want to track visitors. 

Once the pixel is placed it will start to register loads for the visitors to the page where it is placed. Keep in mind that your Remarketing Audience size will be determined by the number of users that visited the page AFTER the pixel is placed. As a rule of thumb we recommend a 1-2 week lead time between placing the pixel and launching a Remarketing campaign, but ideal lead time to achieve the desired scale will vary depending on site traffic and campaign budget.

To target this audience, create a new Line Item and select ‘Associate Segment’. The segment will appear under the ‘Audiences’ dropdown with the same name that you gave your remarketing pixel. Associate this segment to the line and your campaign will serve only to the users who have been captured in this segment by visiting your website.

Read more on Pixel creation here: Pixel Creation & Implementation

Target (or anti-target) by demographics, behavioral characteristics, contextual relevance and more to deliver ads to users who are most interested in your product. 

OVERVIEW:
Over 300 data providers with segments in more than 150 categories make your ideal audience accessible through one segment, or many segments layered with AND/OR Boolean logic. Choose parameters from behavioral, demographic, contextual, brand safety categories and more to define a group of users most likely to engage with your advertisements.

MEDIA TYPE:
Banner, Video, CTV*, OTT*

INVENTORY TYPE:
Web, Mobile-Web, Mobile In-App, CTV*, OTT*

DEVICE TYPES:
Desktops, Mobile Phones, Tablets, TVs, Game Consoles, Set-top Boxes

PRICING:
Audience CPMs will vary by provider and audience

*For OTT/CTV it is only recommended to use audiences from the providers TruAudience (TruOptik), Lotame and Comscore.

SET-UP:
Third-Party Audiences are available in the ‘Audience’ tab.  You can easily search to identify and select appropriate Audiences. Once you find a segment you wish to use, click ‘Associate’, and send it to the Advertiser where you wish to use the Audience.

Once this is complete, your segment(s) can be associated to any Line Item in the selected Advertiser. These audiences are selected in the ‘Audiences’ section of the Line Item creation screen. Select ‘Associate Segments’ and choose the audience from the ‘Third Party Audiences’ dropdown. Add the average cost of all associated segments to the bid data for the Line Item.
These can be layered together with Boolean logic to target individual audiences or a combination of many. For more information on Boolean Logic see here: Boolean Logic.

Leverage the U.S. Postal Code system to create hyper-local campaigns focused on the geos most relevant to your brand.

OVERVIEW:
Zip Code Targeting allows you to serve ads to users in a tight geo area defined by the U.S. Postal Code system. Target one or many zip codes to blanket an area most relevant to your brand or target audience. This targeting tool is available for all media and inventory types.

CASE STUDY: CBD Across Display- CBD Brand Drives Conversions by Geo-Targeting Specific Regions

MEDIA TYPE:
Banner, Native, Audio, Video, CTV

INVENTORY TYPE:
Web, Mobile-Web, Mobile In-App, CTV

DEVICE TYPES:
Desktops, Mobile Phones, Tablets, TVs, Game Consoles, Set-top Boxes

PRICING:
No Additional Cost

SET-UP:

There are two places in the Pontiac Platform to implement zip code targeting.  The first option is in the ‘Audience’s tab, under ‘New Custom Audience’.  You can build an audience of zip codes to be used on any Line Item.  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. Enter the zip code followed by a comma and the country code with each zip code on an individual line.
Line format: [Zip Code],[Country Code]
Example: 03102,US
The other option to implement zip code targeting is at the Line Item level.  This is available in the ‘Targeting’ menu, under the ‘Zip Codes’ tab.  Select the country from the dropdown menu, enter the zip codes you wish to target, and press save.

Track the number of users that are served an ad and then visit a physical location

OVERVIEW:
A key performance metric for industries where online conversions are not the norm, Foot Traffic is directly integrated into the Pontiac platform & available across all channels. Utilizing Mobile Advertising IDs and the GPS systems of mobile devices, Pontiac registers the users who were served your ad and are subsequently seen at the location that you are tracking. Drive customers to convert in-store and seamlessly measure the lift in traffic.

MEDIA TYPE:
Banner, Native, Audio, Video, CTV

INVENTORY TYPE:
Web, Mobile-Web, Mobile In-App, CTV

PRICING:
$1.50 CPM for Banner, Native, Audio & Video creatives and $4.00 CPM for CTV creatives

SET-UP:
Read more here: Foot Traffic Attribution

Proprietary & privacy compliant cookieless attribution solution

OVERVIEW

Place this IP Pixel on your website and attribute online actions (browsing a page, loading the shopping cart, purchases) to CTV or Streaming Audio campaigns. Typically, pixels are based on third party cookies creating limitations for attribution in cookieless environments such as CTV and Streaming Audio. Pontiac IP Conversion Pixels are a proprietary attribution solution that utilizes the user’s IP Address to track actions driven by your campaigns.

MEDIA TYPE:

Banner, Native, Audio, Video, CTV

INVENTORY TYPE:

Web, Mobile-Web, Mobile In-App, CTV

PRICING:

No Additional Cost

SET-UP:

Read more here: IP Conversion Pixels

A cookie-based attribution solution, place a pixel on your website to track an action such as a purchase or form completion driven by your Pontiac campaigns.

OVERVIEW:
Place this pixel on your website on the page the user will land on after completing a transaction such as the ‘Thank you’ page. Purchases will then be attributed to your campaigns run through Pontiac, enabling Conversions and CPA as key performance indicators across digital campaigns. Include Order ID and Revenue Macros to track the value of each transaction and measure the ROI of campaign.

MEDIA TYPE:
Banner, Native, Video

INVENTORY TYPE:
Web, Mobile-Web, Mobile In-App

PRICING:
No Additional Cost

SET-UP:
Read more here: Standard Conversion Pixels