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.