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.