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

 

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
  • CTV
  • Open- open allows for both Web and In-app inventory

 

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.
  • Hard Cap Budget: This function allows you to cap daily and lifetime spending. Once the daily spend goal is hit for the day, the campaign will pause and resume the following day. Actual spend may still exceed the hard 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

When the ‘Inventory Type’ selected is ‘In-app’, a field will appear below ‘Daily Pacing’ that is called ‘Enable Foot Traffic Attribution’. 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. 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 for mobile in-app campaigns in the United States at this time. This cannot be used for CTV, web or mobile-web campaigns. The cost for Foot Traffic Attribution is $1.50 CPM. For campaigns receiving Foot Traffic reports, add 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 associated Audience 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. 

 

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 seeing success, try targeting a region instead. Only 60% of computers are identifiable to the zip code level, so by using a region, you may achieve better scale and still stay in the target area. 

 

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 from the following list:

  • Unknown
  • Android 2.2 Froyo
  • Android 2.2.1 Froyo
  • Android 2.2.2 Froyo
  • Android 2.2.3 Froyo
  • Android 2.3 Gingerbread
  • Android 2.3.1 Gingerbread
  • Android 2.3.2 Gingerbread
  • Android 2.3.3 Gingerbread
  • Android 2.3.4 Gingerbread
  • Android 2.3.5 Gingerbread
  • Android 2.3.6 Gingerbread
  • Android 2.3.7 Gingerbread
  • Android 3.0 Honeycomb
  • Android 3.1 Honeycomb
  • Android 3.2 Honeycomb
  • Android 3.2.1 Honeycomb
  • Android 3.2.2 Honeycomb
  • Android 3.2.3 Honeycomb
  • Android 3.2.4 Honeycomb
  • Android 3.2.5 Honeycomb
  • Android 3.2.6 Honeycomb
  • Android 4.0 Ice Cream Sandwich
  • Android 4.0.1 Ice Cream Sandwich
  • Android 4.0.2 Ice Cream Sandwich
  • Android 4.0.3 Ice Cream Sandwich
  • Android 4.0.4 Ice Cream Sandwich
  • Android 4.1 Jelly Bean
  • Android 4.1.1 Jelly Bean
  • Android 4.1.2 Jelly Bean
  • Android 4.2 Jelly Bean
  • Android 4.2.1 Jelly Bean
  • Android 4.2.2 Jelly Bean
  • iOS 2.0
  • iOS 2.1
  • iOS 3.1
  • iOS 3.1.1
  • iOS 3.1.2
  • iOS 3.1.3
  • iOS 3.0
  • iOS 3.0.1
  • iOS 4.0
  • iOS 4.0.1
  • iOS 4.0.2
  • iOS 4.1
  • iOS 4.1.1
  • iOS 4.2
  • iOS 4.2.1
  • iOS 4.3
  • iOS 4.3.1
  • Android 2.2 Froyo
  • Android 2.2.1 Froyo
  • Android 2.2.2 Froyo
  • Android 2.2.3 Froyo
  • Android 2.3 Gingerbread
  • Android 2.3.1 Gingerbread
  • Android 2.3.2 Gingerbread
  • Android 2.3.3 Gingerbread
  • Android 2.3.4 Gingerbread
  • Android 2.3.5 Gingerbread
  • Android 2.3.6 Gingerbread
  • Android 2.3.7 Gingerbread
  • Android 3.0 Honeycomb
  • Android 3.1 Honeycomb
  • Android 3.2 Honeycomb
  • Android 3.2.1 Honeycomb
  • Android 3.2.2 Honeycomb
  • Android 3.2.3 Honeycomb
  • Android 3.2.4 Honeycomb
  • Android 3.2.5 Honeycomb
  • Android 3.2.6 Honeycomb
  • Android 4.0 Ice Cream Sandwich
  • Android 4.0.1 Ice Cream Sandwich
  • Android 4.0.2 Ice Cream Sandwich
  • Android 4.0.3 Ice Cream Sandwich
  • Android 4.0.4 Ice Cream Sandwich
  • Android 4.1 Jelly Bean
  • Android 4.1.1 Jelly Bean
  • Android 4.1.2 Jelly Bean
  • Android 4.2 Jelly Bean
  • Android 4.2.1 Jelly Bean
  • Android 4.2.2 Jelly Bean
  • iOS 2.0
  • iOS 2.1
  • iOS 3.1
  • iOS 3.1.1
  • iOS 3.1.2
  • iOS 3.1.3
  • iOS 3.0
  • iOS 3.0.1
  • iOS 4.0
  • iOS 4.0.1
  • iOS 4.0.2
  • iOS 4.1
  • iOS 4.1.1
  • iOS 4.2
  • iOS 4.2.1
  • iOS 4.3
  • iOS 4.3.1
  • iOS 4.3.2
  • iOS 4.3.3
  • iOS 4.3.4
  • iOS 4.3.5
  • iOS 5.0
  • iOS 5.0.1
  • iOS 5.1
  • iOS 5.1.1
  • iOS 6.0
  • iOS 6.0.1
  • iOS 6.0.2
  • iOS 6.1
  • iOS 6.1.1
  • iOS 6.1.2
  • iOS 6.1.3
  • iOS 6.1.4
  • iOS 7.0
  • 10.8 Mountain Lion
  • 10.7 Lion
  • 10.6 Snow Leopard
  • 10.5 Leopard
  • 10.4 Tiger
  • 10.3 Tiger
  • 10.2 Jaguar
  • 10.1 Puma
  • Windows 2000
  • Windows XP
  • Windows Vista
  • Windows 7
  • Windows 8
  • BlackBerry (all)
  • Windows Phone 7
  • Windows Phone 7.5
  • Windows Phone 8
  • Linux x64
  • Linux i86
  • Linux arm
  • Windows Phone 7.8
  • Symbian OS 9.4
  • Symbian OS 9.3
  • Symbian OS 9.2
  • Symbian OS 9.1
  • Symbian Generic
  • Android 4.3 Jelly Bean
  • Android 4.4 Kit Kat
  • iOS 7.0.1
  • iOS 7.0.2
  • iOS 7.0.3
  • iOS 7.0.4
  • 10.9 Maverick
  • iOS 7.0.5
  • iOS 7.0.6
  • iOS 7.1
  • Windows 8.1
  • Windows Phone 8.1
  • iOS 8.0
  • iOS 8.1
  • Android 5.0 Lollipop
  • Windows Phone 8.1
  • iOS 8.2
  • iOS 8.3
  • Windows 10
  • iOS 8.4
  • iOS 8.4.1
  • iOS 9.0
  • Android 5.1 Lollipop
  • Android 6.0 Marshmallow
  • iOS 9.1
  • iOS 9.2
  • 10.10 Yosemite
  • 10.11 El Capitan
  • iOS 9.3
  • Windows Phone 10
  • iOS 10.0
  • iOS 10.0.1
  • iOS 10.0.2
  • Android 6.0.1 Marshmallow
  • Android 7.0 Nougat
  • Android 7.1 Nougat
  • iOS 10.1
  • iOS 10.0.3
  • iOS 10.1.1
  • iOS 10.2
  • 10.12 Sierra
  • iOS 10.3
  • BB10
  • Window Phone 8.10
  • iOS 10.3.2
  • iOS 10.3.1
  • iOS 10.3.3
  • iOS 11.0
  • Android 8.0 Oreo
  • 10.13 High Sierra
  • iOS 11.0.1
  • iOS 11.1.0
  • iOS 11.0.2
  • iOS 11.0.3
  • Android 8.1 Oreo
  • iOS 11.2.0
  • iOS 11.1.1
  • iOS 11.1.2
  • iOS 11.2.1
  • iOS 11.2.5
  • Roku OS 8.0
  • Roku OS 5.0
  • iOS 11.2.2
  • iOS 11.3.0
  • Roku OS 8.1
  • iOS 11.2.6
  • Roku OS 4.1
  • Roku OS 5.2
  • iOS 11.4.0
  • iOS 11.3.1
  • PlayStation 4 OS 5.55
  • iOS 11.4.1
  • iOS 12.0.0
  • Android 9.0 Popsicle
  • Tizen 3.0
  • Roku OS 8.10
  • 10.14 Mojave
  • PlayStation 4 OS 6.0
  • iOS 12.1.0
  • Tizen 2.4
  • Roku OS 8.3
  • iOS 12.0.1
  • PlayStation 4 OS 6.02
  • Roku OS 6.2
  • iOS 12.1.1
  • Roku OS 8.20
  • Roku OS 7.0
  • Roku OS 9.0
  • Roku OS 8.16
  • iOS 12.1.2
  • PlayStation 4 OS 6.20
  • iOS 12.1.3
  • iOS 5.1.2
  • Roku OS 7.70
  • Tizen 4.0
  • iOS 12.2.0
  • iOS 12.1.4
  • iOS 5.1.3
  • PlayStation 4 OS 6.50
  • iOS 12.3.0
  • PlayStation 4 OS 6.51
  • iOS 12.2.1
  • Roku OS 9.10
  • Tizen 2.3
  • iOS 12.4.0
  • iOS 12.3.1
  • Android 10.0
  • PlayStation 4 OS 6.70
  • PlayStation 4 OS 6.71
  • iOS 12.3.2
  • iOS 5.2.1
  • iOS 13.0.0
  • Roku OS 9.2
  • PlayStation 4 OS 6.72
  • 10.15 Catalina
  • iOS 10.3.4
  • Tizen 5.0
  • iOS 12.4.1
  • iOS 13.1.0
  • iOS 13.1.1
  • iOS 12.4.2
  • iOS 13.1.2
  • iOS 13.2.0
  • PlayStation 4 OS 7.00
  • Roku OS 9.20
  • iOS 13.1.3
  • Roku OS 9.11
  • iOS 12.4.3
  • iOS 13.2.2
  • iOS 13.3.0
  • iOS 13.2.3
  • iOS 12.4.4
  • PlayStation 4 OS 7.01
  • Roku OS 9.21
  • iOS 13.3.1
  • PlayStation 4 OS 7.02
  • tvOS 13.3
  • iOS 12.4.5
  • iOS 13.4.0
  • Roku OS 9.26
  • tvOS 9.0

 

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