Setting up a Line Item

The Line Item level represents a campaign that will run under an Advertiser. To create a Line item, open the Advertiser under which this Line will fall and select ‘New Line’. Below you will find instructions for each of the modifiable parameters in the Line Item setup. To save your Line Item, select ‘Submit’. Once a Line Item is created, you can edit the Line Item by clicking on it’s name and selecting ‘Edit’ in the top right corner of the screen. 

For a video walkthrough on how to set-up a Line:  https://tinyurl.com/PontiacLineSetup

Line Item Parameters
       Active Box
       Basic & Advanced Setup
       Inventory Type
       KPI
       Creative Type
       Budget Parameters
       Frequency Parameters
       Daily Pacing
       Set as Remarketing
       Enable Foot Traffic Reporting
       Bid Data
       Optimization Schedule
       CPA Weighting
Targeting Menu
       Exchanges
       Deals
       Geo
       Day Parting
       Site list & App list
       Zip Codes
       Inventory
       Video
       Viewability Threshold
       Operating System
       Device Models
       Ads.txt
Associate Creatives
Associate Conversion Pixels
Associate Audiences

 

Line Item Parameters

Active Box

When creating a new Line Item, open the Advertiser under which this Line will fall and select ‘New Line’. Next to the KPI selection you will see the word ‘Active’ with a box next to it. If you would like this campaign to be active, check the box. If you do not want the Line Item to be active, leave this box un-checked. You can return to these settings and check or un-check the Active box at any time.

If your Line Item has already been created and you would like to pause or re-activate the campaign, click on the name of the Line Item to open the Line Item Settings. If you are at the Advertiser level and do not see the Line Item you are looking for, toggle the ‘Active’ dropdown to ‘Inactive’. Then click on the name of the Line Item to open the Line Item Settings. Click the ‘Edit’ button in the top right corner of the screen and select the ‘Active’ box. To pause a campaign, un-check the box. To re-activate a campaign, check the box.

 

Basic & Advanced Setup

When creating a new Line Item, open the Advertiser under which this Line will fall and select ‘New Line’. Select the ‘Basic’ or ‘Advanced’ bubble to toggle between ‘Basic’ setup and Advanced setup. Basic mode will restrict the modifiable parameters for a simpler set-up.

 

Inventory Type

When setting up a Line Item, select from the following Inventory Types:

  • Web- this includes desktop & mobile web
  • In-app – runs on mobile applications
  • CTV – connected TV is a premium video placement that runs either on a smart TV or through an over-the-top device
  • Open- Open allows for all inventory types and should only be used by advanced programmatic buyers. Exercise caution when using this inventory type to ensure you are getting the desired results. For example, if you apply a Site List, but do not specify ‘Web’ inventory, this will serve on these whitelisted sites and ANY app unless an App List is also applied.

Once Inventory Type is selected and the Line is submitted this cannot be changed.

 

KPI

The Pontiac algorithm will optimize the campaign based on this metric. For a KPI recommendation for each Creative type see here: Product Offerings & Targeting Strategies.

  • CTR (Click Through Rate): Select this KPI if you are trying to increase the number of clicks and overall traffic through a site. This is calculated by dividing the number of clicks by the total number of impressions.
  • CPA (Cost Per Acquisition): Select this KPI if you are trying to decrease the cost per conversion on the campaign. This is calculated by dividing the cost of the campaign by the number of conversions.
  • vCTR (Viewable Click Through Rate): Select this KPI to increase the number of clicks on viewable ads. This is calculated by dividing the number of clicks by the total number of VIEWABLE impressions.
  • Viewability: Select this KPI to maximize the viewability of your campaign. Per IAB guidelines, an ad is considered Viewable if 50% of the pixels are in-view for 1 second or more.
  • VCR (Video Completion Rate): Select this KPI for video campaigns.
  • Reach: This KPI will attempt to spend the entire allocated budget without optimizing to a performance metric.

 

Creative Type

Each Line can serve only one Creative type and once the Line is submitted this cannot be changed.

  • Banner
  • Video
  • Native
  • Audio

 

Budget Parameters
  • Budget by Spend: select ‘Budget by Spend’ and enter the total budget under ‘Lifetime Cost’. Pontiac will automatically fill the ‘Lifetime Impressions’, ‘Est. Daily Cost’ and ‘Est. Daily Imps’ fields based on the total cost and bid data. You can also enter a daily budget under ‘Est. Daily Cost’ and Pontiac will automatically fill the ‘Lifetime Cost’, ‘Lifetime Impressions’, and ‘Est. Daily Imps’ fields based on the daily cost and bid data.
  • Budget by Impressions: select ‘Budget by Impressions’ and enter the total number of impressions desired. Pontiac will automatically fill the ‘Lifetime Cost’, ‘Est. Daily Cost’ and ‘Est. Daily Imps’ fields based on the number of impressions and bid data. You can also enter a daily impression budget under ‘Est. Daily Imps’ and Pontiac will automatically fill the ‘Lifetime Cost’, ‘Lifetime Impressions’, and ‘Est. Daily Cost’ fields based on the daily impressions and bid data.
  • Dynamic Budget Multiplier: This is built in as a pacing function to ensure campaigns stay on target. It allows Pontiac to adjust the daily spend to either catch the campaign back up to perfect pacing, or slow down spend to keep the campaign from spending out too early. This will adjust daily.
  • Budget Multiplier: If you do not utilize the dynamic budget multiplier, you can set your own budget multiplier that will pace out your campaign by multiplying your budget by this number. For example: a $100 budget with a 1.1 budget multiplier, the campaign will pace out to $110.
    If you are measuring your success of billings via a DoubleClick third-party tag, we recommend using 1.05 or 1.1 as the multiplier. This means you will serve 1.05x or (1.1x) your goal to ensure that you cover the discrepancy against the third-party tag.
  • Soft Cap Budget: This function allows you to remove dynamic budget features to try to maintain stricter daily spend. The platform will attempt to spend the ‘Est Daily Cost’ each day, as opposed to spending to maintain pacing based on the lifetime budget. Actual spend may still exceed the soft cap budget and this function may not work if using ASAP pacing or targeting is too open. 

 

Frequency Parameters
  • Daily Frequency Cap: The daily frequency cap controls the maximum number of times an individual can be served an ad in a single day. 
  • Lifetime Frequency Cap: The lifetime frequency cap controls the maximum number of times an individual can be served an ad in the lifetime of the campaign. 
  • Dynamic Frequency: The dynamic frequency function allows the platform to adjust frequency caps based on the campaign’s pacing. If a campaign is pacing behind, this will increase the number of times a user can be served an ad. If the campaign is pacing ahead, this will decrease the number of times a user can be served an ad.
  • 2 min frequency: This will only allow ads to serve once every 2 minutes to an individual user to avoid publishing your ad to a user multiple times on the same site

 

Daily Pacing
  • Even pacing: Impressions will be paced out evenly throughout the day. 
  • ASAP pacing: The campaign will attempt to spend the daily budget as quickly as possible. This will double your bid price and may cause your Line to pace ahead of schedule. Because ASAP pacing will remove the performance focus of the campaign, we only recommend using ASAP pacing for campaigns that are extremely behind on budget and/or nearing the end of the campaign, or for single-day campaigns. 

 

Set as Remarketing

This box can only be checked when CPA is selected as the KPI. If the campaign is a remarketing campaign select this option, which will require a segment pixel to be attached. 

 

Enable Foot Traffic Reporting

Foot Traffic Attribution is a type of Conversion reporting powered by Onspot, that allows advertisers to track how many users were served an ad unit through Pontiac and then visited a commercial location. When this box is checked the campaign will receive Foot Traffic Attribution Reports. These reports will generate daily in the Reporting tab. Once selected, the Foot Traffic Attribution section will become available to add the addresses that you would like to track. These addresses must be commercial addresses and will be validated by Google Maps. If the validation status appears as ‘Invalid’, you will not be able to receive reporting for this location. 

Foot Traffic Attribution is only available in the United States at this time. The cost for Foot Traffic Attribution is $1.50 CPM. For campaigns receiving Foot Traffic reports, we recommend adding the $1.50 CPM to the bid recommendations for the media type of the campaign.

See additional information on Foot Traffic Attribution here: Foot Traffic Attribution

 

Bid Data

This is where you can control the CPM (cost per 1000 ads) of the campaign. Higher bids will help win more auctions and access higher quality inventory. Closing bids are an ‘all-in’ price and include the Pontiac 20% Software User Licensing Fee and any other relevant fees. 

  • Min Bid: This is the minimum CPM you will accept entering auctions at. This will keep the lower quality impressions from being targeted as the campaign will not try to serve to places that are below a certain CPM threshold.
  • Base Bid: This is the first bid that you enter an auction at. If the closing price comes in below the base bid, the CPM will bid the amount one cent more than the next highest bid.
  • Max Bid: This is the highest CPM you would be willing to pay for impressions on the campaign. Once an auction reaches this point, the system will stop bidding on that placement.

For general bid recommendations see here: Bid Recommendations

 

Optimization Schedule

The optimization schedule allows you to select the days of the week and the frequency at which the Pontiac algorithm will make optimizations to your campaign. To allow the algorithm to learn effectively we recommend optimizing only once per week to start

When your campaign reaches 35-50 clicks a day (if KPI is CTR) or 35-50 conversions a day (if KPI is CPA), you can change this to two to three times a week.

 

CPA Weighting

When CPA is selected as the KPI a sliding bar ‘CPA Weighting’ will appear next to the optimization schedule. You can choose to optimize more heavily toward post-click or post-view conversions. If your conversion pixel is using a hybrid trigger, we recommend a 50/50 weighting.

 

Targeting Menu

Exchanges

Select the exchanges that you wish to buy media through. These are inventory sources that your ad will run through (also known as supply side platforms). You can select as many or as few exchanges as you would like, but as a starting point, we recommend you run on ALL exchanges, so you have access to the most inventory. To target an exchange, click the green plus button next to the name of the exchange in the list on the left-hand side. This will add this exchange to the campaign. To remove an exchange, click the red minus button next to the name of the exchange in the list on the right-hand side.

See the full list of available exchanges here: Exchanges

 

Deals

These are private marketplace deals, or PMPs, made with publishers with pre-negotiated rates and inventory. You can see the full list of available PMPs in the ‘Inventory’ tab. To request access to a specific PMP, use the ‘Request Access’ button next to the name of the PMP. Once access is granted the PMP will appear in the ‘Deal’ section of the Targeting Menu. Please allow at least 2 business days for this to be completed, with longer turnaround times if a large number of Deals is requested. Remove all exchanges and associate the Deal by selecting the green plus sign next to the name of the Deal. You will also see a ‘min bid’ recommendation here. We recommend setting this as your Min Bid, with your Base Bid $1 higher than the Min Bid, and the Max Bid $3 higher than the Min Bid to ensure delivery.

 

Geo

Here you can select countries, regions, and DMAs. A DMA is a ‘Designated Marketing Area’ and these are only available in the United States. If you select regions or DMAs you must still leave the country associated. 

 

Day Parting

Select the times of day and days of the week you would like to serve. The times will serve based on the user time zone. Campaigns will start serving 3 hours later to the west coast and continue 3 hours after the east coast has stopped for the day. If the box is checked next to the day of the week, the campaign will serve on this day. To remove a day, uncheck the box. 

 

Site & App Lists

For a video walk through on the set-up of a site or app list:  https://tinyurl.com/PontiacInventory

If no site list is attached, domain targeting will be open. To build a custom site or app list go to the ‘Inventory’ tab and select ‘New Site List’ or ‘New App List’. Once a list is saved it will automatically appear in under the ‘Site lists’ or ‘App lists’ section of the ‘Targeting’ menu of a Line item. There are also premade site lists and app lists for different categories that you can choose from. Once created, an app or site list can be implemented as either an ‘Allow list’ (target) or ‘Block list’ (avoid). 

To associate a site or app list to the campaign, choose ‘Edit Targeting’, then go to the ‘Site lists’ or ‘App lists’ tab, choose the ‘Block List’ bubble if this is a list of sites or apps you want to avoid, or the ‘Allow list’ bubble if this is a list of sites or apps you want to target. Click on the green plus sign next to the name of the list you would like to target. Associated site and app lists should appear on the right-side of the screen. 

 

Zip Codes

Target zip codes in the United States, or other nations through their regional postal code system. By targeting a set of zip codes, a client’s ads will only serve in relevant areas. You can use as few zip codes as needed, but keep in mind that a small set of zip codes will limit delivery. These zip codes can be created in either the ‘Audiences’ tab through the custom zip code audience, or in the Line item targeting menu.

To create a list of zip codes in the Line item targeting menu, select the country from the dropdown menu and paste your zip codes into the textbox separated by a comma. To add a country to the drop-down menu, email your Account Manager.

If you are using zip codes and not achieving the desired scale, try using the ‘Expand Zip Targets’ feature. By adding additional zip codes within a tight radius you may achieve better scale and still stay in the target area. In the Targeting menu, open the zip code tab. Enter a radius in meters and select ‘Get Zips’. This will find zip codes within this radius from the center point of the zip code/s entered. A window will open showing you the list of zip codes found within this radius. Select ‘Add Zips’ to add the new zip codes to the targeting on the Line Item.

 

Inventory

Inventory Type will be selected in the Line Item Setup. In this Inventory Targeting tab you will see the Inventory type that was selected in the Line Item settings appears with a check box.

If the Inventory type selected was ‘Web’, this is where you can specify if you would like to target Desktop, Mobile-Web, Tablets or a combination of the three.

If you selected  ‘CTV’ as the inventory type, you can specify if you would like to target TV, Game Consoles or Set Top Box. Return to the Line Item parameters to change the Inventory type.

You can also choose operating systems here including: Android, Apple iOS, Apple Mac and Microsoft Windows. For ‘Connected TV’ additional choices of Roku OS, Samsung OS, Unknown, Apple TV, Chrome OS, Life is Good OS, and PlayStation 4 OS are available. More specific Operating Systems can be chosen in the ‘Operating Systems’ tab.

 

Video

When Video is selected as the Creative type, a Video tab will appear in the Targeting menu to select Playback Type and Player Size.

Playback Type

  • MidRoll: Ad plays automatically in the middle of the online video content 
  • Outstream: Outstream video is mobile-specific and is placed in non-video environments among other content.
  • PostRoll: Ad plays automatically at the end of an online video
  • PreRoll: Ad plays automatically before an online video starts

Player Size

These sizes are publisher defined and do not have exact specifications, however, there are examples of each below for reference.

Large Player Size:


Medium Player Size:

Small Player Size:

 

Viewability Threshold

If you want your Line item to aim for a specific viewability threshold, check the ‘Enable Viewability Targeting’ box, and enter the viewability threshold you wish to target in the ‘Viewability Target’ area. 

This is not a guarantee, but rather a benchmark. The platform will determine how likely an impression is to be viewable through pre-bidding technology. Per IAB guidelines, an ad is considered viewable if 50% of the pixels are in-view for 1 second or more. Using a high threshold may limit delivery of the Line. While the IAB benchmark is 70%, this may limit the number of impressions that can be won causing the campaign to under pace. If you are using a viewability threshold bids should be greatly increased. If viewability is an important metric for you, you can also try running smaller Creatives or native ads as they tend to have higher viewability. 

 

Operating System

Choose from over 200 specific Operating Systems to target, see the full list here: Operating Systems

 

Device Models

Choose to target specific Device Models from over 14,000 offerings. See the full list of Device Models that you can target here: Device Models

 

Ads.txt

The Ads.txt filter is a feature that can be used to restrict domains purchased through the platform to only come from sellers which are defined in the websites Ads.txt file. Ads.txt stands for Authorized Digital Sellers and is a project that aims to create transparency in the programmatic advertising ecosystem. In the Ads.txt file, publishers can declare the authorized sellers for their inventory. Ensuring that domains can only be purchased through this list of sellers defined by the publisher, this increases protections against fraudulent inventory and authenticates that the URL passed in the ad call is an accurate representation of the inventory being bought and the seller it is coming from. You can see an example of an ads.txt file here: cnn.com/ads.txt

For more information on the Ads.txt project, visit the IAB website here: https://iabtechlab.com/ads-txt-about

To enable the Ads.txt feature, open the ‘Edit Targeting’ section of a Line Item. In the ‘Ads.txt’ tab, check the box, then ‘Save’ and submit the Line. This feature can only be applied to ‘Web’ inventory and will not affect targeting for Deal inventory or In-App inventory. The Ads.txt file is only applicable to domains sold through the Open Exchange.

 

Associate Creatives

Once you have selected the targeting parameters for your Line Item, you will see a section to associate your Creatives to the Line. Click the ‘Associate Creatives’ button and it will open a window where you should see the names or your Creatives uploaded to this Advertiser on the left-hand side. (For steps to upload Creatives see here: Creative Upload). We recommend associating multiple Creative sizes to the Line when possible to increase access to inventory. To associate a Creative, click on the green plus sign next to the name of the Creative. The Creative will pass from the left-hand side of the screen to the right-hand side to indicate that the Creative is associated.

Associate Conversion Pixels

To track conversions resulting from your advertisement, you must create and place a conversion pixel then associate it to the Line Item. To create and place a conversion pixel see here: Conversion Pixels. Once a Conversion pixel is created at the Advertiser level, it will appear at the Line Item level. To associate the conversion pixel to the Line, select ‘Associate Pixels’ and a window will appear with a list of the conversion pixels under the Advertiser. Click the green plus sign next to the pixel name to associate the pixel to the Line.

 

Associate Audiences

To associate an Audience to a Line Item follow these steps:

  1. Create or select a Line Item and open the Line Item configuration menu.
  2. Scroll down to the ‘Audiences’ dropdown and choose the ‘Associate Segments’ button on the right-hand side.
  3. Choose the red ‘Add New Group’ button on the right-hand side of the window. A box should appear with the words ‘drag and drop segments to add new group’.
  4. Choose to target ‘Any’ or ‘All’ between groups. See the ‘Boolean Logic’ section below for an explanation of these functions.
  5. Find the segments you wish to add on the left-hand side and drag them into the box on the right-hand side.

    • ‘Audiences’: Audiences created with a remarketing pixel under this Advertiser will appear here.
    • ‘Custom Audiences’: Custom Audiences can be created in the ‘Audiences’ tab and will automatically be available to all Advertisers in the seat. Certain custom Audiences will only be available to associate when the correct ‘Inventory Type’ is selected. For example, Lat/Long Audiences can only be used when ‘In-app’ or ‘Open’ is selected as the inventory type.
    • ‘Third-Party Audiences’: For Third-Party Audiences to appear here, open the ‘Audience’ tab and use the blue ‘Associate’ button to associate the selected Audience segment to the Advertiser.
    • ‘Onboarded Audiences’: For Onboarded Audiences to appear here, open the ‘Audience’ tab and use the blue ‘Associate’ button to associate the selected Audience segment to the Advertiser.
  6. These Audiences can be ‘targeted’, or ‘anti-targeted’. To switch to ‘exclude’ or ‘anti-target’ an Audience, select the gray minus sign next to the name of the segment. When you click on the minus symbol it will change from gray to red, indicating that the Audience is now being ‘anti-targeted’. This Line Item will now serve to any user that is NOT in this Audience. In the example below, the Line will serve to anyone who is not in this segment of politically conservative users. If you are only using one Audience, there is no difference in the exclusion feature between ‘any’ and ‘all’. See the Boolean logic section below if you are using multiple Audience segments.
  7. Select the red ‘Add New Segments’ button at the bottom of the window to save the changes and then submit or save the Line Item.
  8. Add the average cost (CPM) for all associated segments to the Bid Data for the Line Item.