Daily Frequency Cap:

The daily frequency cap controls the maximum number of times an individual can be served an ad in a single day. 


Daily Pacing:

Daily Pacing controls how the campaign will spend the daily budget throughout the course of a day. ‘Even’ pacing will spend the daily budget spaced out evenly throughout the day. ‘ASAP’ pacing 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. 


Data Management Platform (DMP):

A data management platform (DMP) is a system for integrating third-party data with first-party and applying this data to one’s advertising strategy. LiveRamp is a DMP that allows you to match CRM data with User IDs to target these users on the open web.


Day Parting:

Day Parting allows the Advertiser to select the times of day and days of the week they would like to serve an ad. The times will serve based on the user time zone (UTC). Campaigns will start serving 3 hours later to the west coast and continue 3 hours after the east coast has stopped for the day.



These are private marketplace deals or ‘PMPs’ with pre-negotiated rates and inventory. Typically, these deals are made directly with a publisher to guarantee inventory at a certain floor CPM.


Demand Side Platform (DSP):

Programmatic advertising allows demand-side platforms (DSPs) to bid on advertising space made available by publishers in real time auctions. When a web page is loaded, the publisher’s SSP sends an ad call to DSPs. The DSP recognizes the ad call and replies with the amount that they would be willing to pay to advertise in that space. The SSPs then determine the winning bidder and award the highest bidding DSP the ad space. Pontiac Intelligence is a DSP platform.


Device ID:

A ‘Device ID’ is an advertising code assigned to each singular device. If a user has multiple devices (Mobile Phone, laptop, tablet, etc.) each one of these will have a unique device ID to target. 


Device Make:

Device Make refers to the manufacturer of the device, for example, Apple or Samsung. In Custom Reports, Device Make is a dimension that can be retrieved for impressions served.


Device Model:

Device manufacturers use a Device Model number as an identifying factor for the type of device. For example, an Iphone 7 would have a different model number from an Iphone 8.  In Custom Reports, Device Model is a dimension that can be retrieved for impressions served.


Device Type:

Device Type can be defined as Mobile, Desktop, or Tablet. In Standard and Custom reports, Device Type is a dimension that can be retrieved for impressions served.


Device Type Prefix:

The Device Type Prefix is a numerical value that must precede the Device ID in a Custom Device ID Audience to indicate the operating system of the Device. 


Designated Marketing Area (DMA)

A DMA region is a group of counties that form an exclusive geographic area in which the population receives the same TV or Radio offerings. There are 210 DMA regions in the United States. DMAs are identified by the largest city, which is usually located in the center of the market region. 


Dynamic Budget Multiplier

Pontiac offers a Dynamic Budget Multiplier option to automatically adjust the budget multiplier on your behalf based on the spending patterns that it detects. If the campaign is behind on pacing, the campaign will adjust the budget multiplier to increase the amount of budget that the campaign can spend that day.  This will adjust daily to keep the campaign on pace.


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.


Dynamic IP Address:

Internet protocol address (IP Address) is a numerical label assigned to each device that is connected to a single network.  This allows targeting of a network and all the devices that are connected to that network. A dynamic IP address is an IP address that is periodically reassigned. Most home networks are likely to have a dynamic IP address and do not represent the same user.


Estimated Daily Cost:

The Estimated Daily Cost is the estimated amount in dollars that the Line will spend each day. The platform will automatically calculate the Estimated Daily Cost for a campaign by using the lifetime budget, the bid data and the dates of the campaign. 


Estimated Daily Impressions:

The Estimated Daily Impressions is the estimated number of impressions that the Line will be able to serve each day. The platform will automatically calculate the Estimated Daily Impressions for a campaign by using the lifetime budget, the bid data and the dates of the campaign. 


Even Pacing:

Selecting ‘Even’ pacing in the Line Item setup will attempt to spend the campaign budget evenly throughout the day.



Ad exchanges, also known as supply-side platforms (SSPs), are used by publishers that want to sell ad spaces programmatically. When a person visits a publisher’s site, the SSP triggers an instantaneous auction that deconstructs the available ad spaces into a string of text called an HTTP call. This call is sent to bidders, or DSPs, which rapidly evaluate the value of the space on behalf of their advertisers and issue a bid.


Exchange ID:

Pontiac Intelligence assigns an identification number to each exchange or SSP through which a user can buy ad space. 


File Transfer Protocol (FTP):

The File Transfer Protocol is a standard network protocol used for the transfer of computer files between a client and server on a computer network. FTP is built on a client-server model architecture using separate control and data connections between the client and the server. 



In the Pontiac platform the term frequency refers to the number of times that a single user has seen an advertisement.



The General Data Protection Regulation 2016/679 is a regulation in EU law on data protection and privacy in the European Union. It also addresses the transfer of personal data outside the EU and EEA areas.



An HTML5 Ad allows you to upload an interactive or animated ad by uploading an html file.


Hybrid Trigger (Conversion Pixel):

A ‘hybrid’ trigger will allow a conversion pixel to fire for both post-view and post-click conversions. 



An HTML iFrame tag is an inline frame used inside a webpage to load another mini browser window inside the current window. This prevents ad units from expanding beyond the indicated size.



The number of times your ad has been served to a user. 


Insertion Order (IO):

An insertion order is the agreed upon media plan that will govern managed service campaigns. This includes the CPM, budget, number of impressions, flight dates, site lists that will be used and any additional information necessary for the implementation of the campaign.


Instream Video:

Instream Video is the placement of a video ad before, during or after existing video content, by selecting ‘Pre-roll’, ‘Mid-roll’ or ‘Post-roll’ as the player type. While sometimes skippable, these video ads cannot typically be stopped.



Inventory refers to the advertisement spaces available for purchase on websites or in applications. The Pontiac ‘Inventory’ tab is where Site lists and App lists are housed. The predetermined lists are not exhaustive of Pontiac inventory, they are simply suggested sites in certain categories. 


IP Address:

Internet protocol address (IP Address) is a numerical label assigned to each device that is connected to a single network.  This allows targeting of a network and all the devices that are connected to that network. 



Keywords are words or phrases that define the content of a webpage. Keywords can be used to target certain websites based on their content, to serve your ads in a contextually relevant environment.


Key Performance Indicator (KPI):

A key performance indicator or KPI is a metric used to evaluate the performance of a campaign. The Pontiac algorithm will optimize to the KPI chosen in the setup of a Line Item.


Last Opt Date:

Displayed in the Line Item Flight Metrics, ‘Last Opt Date’ indicates the last date on which the Pontiac algorithm made an optimization to a Line Item.


Lifetime Cost:

The Lifetime Cost of a Line Item is the total budget for the campaign. If the budget is set by impressions, the Lifetime Cost will be estimated based on the budgeted impressions and the bid data. 


Lifetime Frequency Cap:

During the configuration of a Line Item, this feature allows the Pontiac user to set a maximum number of times that they would like an individual user to see their ad in the entirety of the campaign or the ‘lifetime’ of the Line.


Lifetime Impressions:

During the configuration of a Line Item, this feature will display the total budget of the campaign if the user is budgeting by impressions. If the user is budgeting by spend, this feature will display an estimate of the number of impressions that will be served in the lifetime of this Line based on the budgeted spend, flight dates and bid data. 


Lifetime Report:

A Lifetime Report is a Custom Report that can be run for any date or date range in the lifetime of a Line or Advertiser. 


Line ID:

Each Line Item created in the Pontiac platform will be assigned an identification number that can be found next to the name of the Line in the ‘Advertiser’ tab.


Line Item:

The Line Item level represents a campaign that will run under an Advertiser. 



LiveRamp is a data management platform (DMP) that allows you to upload personally identifiable information (PII) that you have about your Audience and match this information with User IDs to create an Audience segment.



Pixel loads indicate the number of times that a pixel has been triggered during the selected Reporting Interval. This is the number of times that a user has been on the page where the pixel is placed, causing the pixel to fire. 


Log Level Report:

Log Level reports make all of the relevant data available across every dimension for each and every individual impression served. 



A macro is a line of placeholder code located in the HTML tag for third-party ad hosting services, which is filled in when the creative serves.



Malvertising is the use of digital advertising for spreading malware, such as by having an ad link place a virus on a user’s computer. Risk IQ and AppNexus vet creatives before a campaign runs to ensure that advertisements are not malicious. Pontiac clients who upload ads deemed malicious will lose access to the platform and forfeit deposit funding.


Managed Service:

Pontiac Intelligence offers a managed service solution in which one of our experienced Account Managers can manage your campaigns for you. Your Account Manager will advise on campaign strategies, execute and optimize all line items, and provide weekly reporting and insights. Pricing is set on a flat rate CPM basis, and all pricing and terms are governed by a signed Media Plan and Terms & Conditions.


Max Bid:

The ‘Max Bid’ is the highest CPM that you are willing to pay for the specific campaign. Once an auction reaches this point, the system will stop bidding on that placement.


Measured Impressions:

‘Measured Impressions’ in the Line Item Flight Metrics is the number of View Measured Impressions. There are times when an impression cannot be measured for viewability. View Measured Impressions is the number of impressions served that the publisher confirmed were able to be measured for viewability.


Mid-Roll Video:

A video ad that is played in the middle of an existing streaming video. 


Min Bid:

The ‘Min Bid’ is the lowest CPM you are willing to target. This will keep the lower quality impressions from being targeted as the campaign will not try to serve the ad in spaces that are below a certain CPM threshold.


Native Ad:

A Native ad is an advertisement that matches the form and function of the webpage where it is published. Native Ads blend in with the page in such a way that they appear to be part of the surrounding editorial content. 


Net Terms:

Net Terms refers to the payment method in which an invoice is received at the end of the month for all media and associated costs incurred.


Onboarded Audience:

The Onboarded section of the ‘Audiences’ tab is a space to house external data pushed to the platform, that can then be associated to a campaign. These segments can be integrated using your CRM data through LiveRamp, they can be custom segments created in Grapeshot, Bombora or Onspot, or they can be segments provided by other Third-Party behavioral targeting companies such as Factual. 


Operating System:

An operating system is the software on which a potential ad viewer’s device runs. Pontiac offers the ability to decide whether or not ads target Android, Apple iOS, Apple Mac, and Microsoft Windows devices.



In the breakdown of optimizations made to a Line Item, the optimization type ‘Opt’ indicates an update to a previous optimization.



In the breakdown of optimizations made to a Line Item, the optimization type ‘OPT_Base’ indicates the base campaign that all optimizations stem from.


Optimization Schedule:

Pontiac’s optimization algorithm operates on a schedule that you can control. On the selected days of the week, an optimization will make changes in the bid rate, budget, and allocation across Sellers, Sites, Geo’s, and Placement IDs. In order to allow the algorithm to learn effectively, we recommend optimizing only once per week to start.



The Pontiac Algorithm will make specific performance enhancement changes called optimizations. As the Line runs, the Pontiac optimization technology makes and records categories that are essentially sub-lines within a line. 100% of the budget for a Line gets distributed across the categories that the AI creates. The AI will consistently reevaluate the distributed budget percentage of each category depending on predicted performance.



‘Order_ID’ is a string query macro that allows the platform to track the exact order ID number of a transaction generated from a Pontiac ad.


Outstream Video:

Outstream video is mobile-specific and the video ad is placed in non-video environments among other content.