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

 

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
  • CTV

 

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.