Unlike most programmatic platforms, Pontiac is fully transparent, and charges a 20% margin usage fee, which is applied to the all-in cost of media. This is a usage-based fee for access to the Pontiac buying and artificial intelligence (AI) optimization platform. All media is purchased on a CPM basis. The all-in cost includes any fees Pontiac occurs in the actual procurement process, such as third-party bidder fees, credit card processing fees, exchange fees, data fees, and any other fees that are incurred prior to the publisher receiving payment for their specific ad units. All of these fees, if incurred, are bundled into the CPM the Pontiac seat user pays, which will include the Pontiac 20% margin usage fee.