Ad Network:

An Ad Network acts as a broker between a group of advertisers and a group of publishers. Ad Networks allow advertisers to more easily access consolidated inventory and audiences from various sources in one purchase.


Ad Server:

Ad servers are pieces of advertising technology used by both publishers and advertisers. Publisher ad servers are responsible for displaying ads for web users. Advertiser ad servers are responsible for collecting and reporting data about advertising campaigns. Pontiac can be your ad server, but you can also upload creatives that are hosted in other ad servers using an Ad Server Tag (subject to approval).


Ad Server Tag:

The term ‘tag’ is often used as slang for the HTML code that will represent the creative in the ad server. This piece of HTML code contacts the ad server and informs the browser to open a small window and place the returned content (ie. the ad image or video) in that window. 


AdChoices Icon:

During the Creative upload process in Pontiac you will see ‘AdChoices Icon’ with the box checked. This box cannot be unchecked, it must be included in all ads. This will include the AdChoices icon at the top of every ad, linking out to the IAB and informing users on how they can opt out of receiving advertisements.


Advanced Setup:

Advanced setup is a setup option for Line Items. Advanced setup will give you access to all the Pontiac features allowing you to control bid data, set frequencies, select the KPI the platform is optimizing to and more.



An Advertiser is the Pontiac term for the ‘level’ in the platform that represents an individual brand that is paying for the advertisement.


Advertiser ID:

Each Advertiser created will have an ID number in the Pontiac system. This ID number is displayed next to the name of the Advertiser in the ‘Advertiser’ tab.


Allow list:

An ‘Allow list’ is a site list that is being targeted by a Line Item. If you associate a site list to a Line Item as a white list, this campaign will only serve on these websites. 


Alternative Mobile Click URL:

During the Creative upload process there is a box you can check to ‘Use Alternative Mobile Click URL’. If you are serving a campaign to both Web and Mobile Web inventory, this feature allows you to use a different Click URL for ads served on Mobile Web inventory.


Application Programming Interface (API):

The API (Application Programming Interface) enables users to interact with Pontiac programmatically, allowing them to integrate Pontiac’s ad buying capability with external applications. This allows campaign setup, reporting and optimization to be automated or controlled without user interaction with the Pontiac interface.


App List:

An App List is a list of mobile applications that can be targeted by a campaign. These can be Android or iOS applications and a custom list can be created in the ‘Inventory’ tab. If an App List is associated to a Line Item, this Line will only attempt to purchase ad space through the listed applications.


Artificial Intelligence (AI):

Artificial Intelligence (AI) is the ability for a computer to process information about its environment and use that information to take actions that increase the likelihood of successfully achieving a goal. Pontiac’s AI uses information about ongoing campaign performance in order to bid highest on active, high-value users, and bid lower on users who have not displayed high-value web behavior.


ASAP Pacing:

ASAP Pacing is a feature found in the Line Item setup that will attempt to spend the campaign’s daily budget as quickly as possible. ASAP pacing will double the bid prices and focus on spending out the budget as opposed to optimizing towards the selected KPI. 



Attribution is the science of evaluating users that converted on your website and determining if the conversion originated from a specific advertisement that the user saw or clicked-on. Post-Click Attribution reports on users who click to reach the end result. Post-view attribution includes users who saw the ad, did not click on it, but later visited the site and converted. Pontiac reports on both types of attributions to help prove the effectiveness of your advertisements. 



An Audience is any group of users defined by certain parameters that can be targeted and served your ads through the Pontiac platform. Also called ‘Segments’ an Audience can be made up of users who have visited your site previously, users in the same geographic location, users in a certain demographic, etc. 


Banner Ad:

A web banner or banner ad is a form of advertising on the World Wide Web delivered by an ad server. This form of digital advertising entails embedding a static or animated image into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser. 


Base Bid:

The ‘Base Bid’ that is set for a Line Item is the CPM (Cost per 1000 ads) at which the Line will enter an Auction. This is the default amount your campaign will bid on it’s first bid. If the closing price comes in below the base bid, the AI will bid the amount one cent more than the next highest bid.


Basic Setup:

‘Basic Setup’ is an option in the Line Item setup that will limit the configurable parameters for the campaign to simplify the process. Basic Setup is great for users who are new to programmatic advertising. 


Behavioral Targeting:

Behavioral targeting can be leveraged to serve your ad to an Audience of users who have demonstrated their specific interests or lifestyles through their web activity. For example, users who have been looking for jobs in entertainment, users in the market for school supplies, or users who use teeth-whitening strips.


Bid Data:

This is where you can control the CPM (Cost per 1000 ads) of the campaign. Pontiac users have full control of the value of a Line’s bids. Base Bid is the CPM in dollars at which your line will aim to bid, while Min and Max Bid allow you control over the upper and lower bounds of bid values.



A bidder is the component of a DSP that uses code and algorithms to receive bid requests and respond by placing bids on inventory during real-time bidding (RTB) auctions. 



A ‘Block list’ is an anti-targeting tool that allows you to create a list of sites or apps that you would like your campaign to avoid. If a ‘Block list’ is associated to a Line Item, the Line will not purchase ad space on the listed applications or websites. 


Boolean Logic:

Boolean Logic is a form of algebra which is centered around three simple words known as Boolean Operators: “Or,” “And,” and “Not”. In the Pontiac platform, Boolean logic can be used to layer Audiences, to target users who fall into multiple groups 


Bounce Rate:

Bounce rate is a term used in web traffic analysis to represent the percentage of visitors who open a site and then immediately click away, rather than continuing to view other pages within the site. Bounce rate can be measured through third-party systems such as Google Analytics.


Budget by Impressions:

The budget of a campaign can be set in the Line Item setup by indicating the total number of impressions that you would like to serve in the lifetime of the Line.


Budget by Spend:

The budget of a campaign can be set in the Line Item setup by indicating the total dollar amount that you would like to spend in the lifetime of the Line.


Budget Multiplier:

This is built in as a pacing function to ensure campaigns stay on target. It allows the Pontiac AI to adjust the daily spend to either catch the campaign up to perfect pacing, or slow down spend to keep the campaign from spending out too early. The budget multiplier multiplies the budgeted amount by this number. For example with a $100 Budget and a 1.1 budget multiplier, the campaign will pace out to $110. 


Budget Type:

A Pontiac campaign can either be budgeted by spend in dollars or by number of impressions.


Campaign Count:

The ‘Campaign Count’ displayed in the Line Item Flight Metrics indicates the number of optimizations that have been made to the Line Item by the Pontiac Algorithm to date.



In the quick metrics displayed next to the name of a Line Item in the ‘Advertiser’ tab, ‘Campaigns’ indicates the number of optimizations that have been made to the Line by the Pontiac Algorithm during the selected Reporting Interval.



‘Carrier’ is the mobile service provider of the user that was served an impression- ie. Verizon Wireless. Carrier is a dimension that can be included in Basic Custom Reports and Log Level Custom Reports. 


Click Through Rate (CTR):

The number of clicks divided by the number of impressions. This is the rate at which users interact with your ad.


Click Trigger (Conversion Pixel):

A conversion pixel configured with the ‘click’ trigger will only fire when a user clicks the ad and immediately completes a conversion. Only ‘post-click’ conversions will be registered by this pixel.


Click URL:

The link to the web page where a user will land if they click on an ad, also referred to as the ‘landing page’.



The action of selecting something in a computer interface by pressing a button on a control device (such as a mouse). A click on a Creative will take the user to the designated landing page.



Clicking the ‘clone’ button will duplicate the Line Item. When a Line Item has not been used for 60 days, it will be archived. An archived Line Item can not be edited or activated, but it can be cloned. 


Co-branded White Label:

With the co-branded White Label, the platform will show the Pontiac Intelligence name and logo as well as your own. We will build you a version of the platform with its own login page, and a url that displays your company such as, yourcompanynamehere.pontiac.media, allowing you to provide access to the platform through a unique URL. Sub seats are a unique feature to our platform that allow your clients to obtain access to the platform to either run or view their campaigns in their own Pontiac seat.  Your parent account will have a screen that allows you to manage all accounts connected to the master seat.  Through this you can manage additional margin on the seats, view all spending on the seat, as well as move into the specific seat for a more in-depth view.


Connected Television (CTV):

Connected TV (CTV), also referred to as over-the-top (OTT), is a TV that can be connected to the internet. Ads can be placed on any TV or device that can be connected to the internet and access video streaming content beyond what is available via the normal offering from a cable provider. CTV ads include ads bought programmatically and shown on consoles, computer/mobile streaming, gaming devices, over-the-top (OTT), or Smart TVs.


Contextual Targeting:

Contextual targeting can be leveraged to target Audiences that are on websites looking at relevant content. For example, ‘Pets’ contextual advertising can be used to reach users who are currently consuming content related to pets, or ‘Women’s Fashion’ to serve to users browsing articles on that topic.


Conversion Pixel:

Conversion pixels are a line of code that when fired, allows for the tracking of an event on your webpage. These pixels are placed on pages where Pontiac Intelligence will ultimately try to drive users. Usually this is a purchase ‘Thank You’ page, and this pixel will fire whenever a user completes a transaction.  These can also be used to track micro conversions on your site such as, newsletter signups, meeting requests and more.


Conversion Report:

A Conversion report is a type of custom report that can be created to view data for conversions and attributed revenue generated by Pontiac campaigns.


When a web user is exposed to an ad unit, that ad unit will put a short line of code called a “cookie” on that user’s browser. Pontiac is then able to keep track of who has been exposed to the advertisement, to control frequency, remarket, and attribute conversions to these users. 


Cost per Acquisition (CPA)

Cost per acquisition or action is the cost of the campaign divided by the number of conversions the campaign has driven. (Acquisition/action are other terms for conversions)


Cost per Click (CPC)

Cost of campaign to date divided by the number of clicks the campaign has received. This is the average cost incurred to drive a user to the landing page. 


Cost per Install (CPI)

Cost of campaign to date divided by the number of app installs the campaign has driven.


Cost per Mille / Cost per thousand (CPM)

The cost of 1000 ads. (Cost per Mille, Latin meaning thousand). A commonly used measurement in advertisement, all inventory bought through Pontiac is on a CPM pricing model.


Country Code:

A Country Code is a 2 letter abbreviation used to identify a specific country when targeting a local postal code system using the Zip Code Custom Audience.


Created Date:

The ‘Created Date’ is the date on which the Line Item was created.



A Creative is the advertisement unit that a web user sees on their webpage. This can be a banner ad, native ad, video ad, audio clip, or HTML5 that is designed to communicate a brand’s marketing message to the user that sees the advertisement. 


Creative Audience:

The ‘Creative Audience’ allows for dynamic retargeting of users who have received an ad previously run through Pontiac.  This audience collects User IDs, Device IDs or IP Addresses of users that have been served a Creative through Pontiac and follows the user around the internet to any page they visit, allowing us to re-target that user directly in subsequent campaigns.


Creative Audit:

The Creative Audit process is the method used to review Creatives and ensure that they comply with the Pontiac Intelligence Creative Acceptance Policy. All Creatives pass through two external audits conducted by Xandr/AppNexus & RiskIQ, the result of which will be reflected next to each Creative in the platform. In addition, Pontiac Intelligence conducts its own human and technological audit.


Creative Bulk Upload:

Creative Bulk Upload is a feature that allows a user to upload a large quantity of Creatives to an Advertiser in the Pontiac platform at one time, from a CSV file. All Creatives uploaded through this feature must be uploaded to the same Advertiser. This feature cannot be used to upload Creatives to multiple Advertisers.


Creative ID:

Each Creative unit uploaded to the Pontiac platform will be assigned an identification number that can be found next to the name of the Creative in the ‘Creatives’ section of the Advertiser.


Creative Type:

During the configuration of a Line Item, the ‘Creative Type’ can be either Standard, Video, Native, Audio, or CTV. Standard includes Banner, HTML5 and Ad Server Tag Banners. Video includes Hosted Video and Ad Server Tag Video.


CRM Data:

Custom Relationship Management (CRM) data refers to any customer data collected by a business and includes email addresses, names, phone numbers, etc.  


CSV File:

A comma-separated values file is a delimited text file that uses a comma to separate values. Each line of the file is a data record. Each record consists of one or more fields, separated by commas. CSV files can be used with most any spreadsheet program, such as Microsoft Excel or Google Spreadsheets.


Custom Audiences:

Custom Audiences are a feature in the Pontiac platform that allow Advertisers to target users using first-party data such as Zip Codes, Device IDs, Lat Long Coordinates etc.