Targeting Menu

Exchanges
Deals
Geo
Day Parting
Site list & App list
Zip Codes
Inventory
Video
Viewability Threshold
Operating System
Device Models
Ads.txt

 

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.