Advertisers

The Advertiser level in the Pontiac platform represents an individual brand, product or client. This Advertiser will house all of the campaigns for this brand or product and the associated Creatives, Pixels and Audiences.

For a video walk through on how to create an Advertiser: https://tinyurl.com/PontiacAdvertiser

Creating an Advertiser
Using the Advertiser Tab
       Filter Status
       Reporting Interval
Managing Advertisers
       Edit Advertiser
       Create and Manage Line Items
       Upload and Manage Creatives
       Add Third-Party Pixels (Trackers)
       Create Conversion Pixels
       Create Remarketing Pixels
       Associate and Manage Audiences

 

Creating an Advertiser
  1. Select ‘New Advertiser’ and give the Advertiser a name.
  2. Check the ‘Active’ box to set the Advertiser live.
  3. Verify the following details and check each box that applies. If none of these apply, save your Advertiser and continue.
    • GDPR: Check this box if the Advertiser will serve in European countries that are subject to General Data Protection Regulation.
    • Gambling: Check this box if the Advertiser will be used to promote gambling or gambling related services. Download this Gambling Addendum: Gambling Addendum, then review, and sign the addendum. Send this to your account manager.
      If checked Advertiser will be restricted to Exchanges that allow this content.
    • Political content: Check this box if the Advertiser will run ads related to an election, ballot initiative, or political candidate in the United States. Fill in the relevant information about yourself and the political organization that is funding the ad.
      If checked Advertiser will be restricted to Exchanges that allow this content.

 

Using the Advertiser Tab

In the Advertiser tab you will see all of your Advertisers, which can then be expanded to show the Line Items under this Advertiser, by clicking on the arrow on the left-most part of the Advertiser. Line Items can also be further expanded to show the breakdown of Optimizations that were made to the Line. For more information on the metrics displayed in the Advertiser tab see the following pages: Advertiser Level Metrics, Line Item Level Metrics, Optimization Breakdowns.

Filter Status

Use the ‘Filter Status’ dropdown to see your Advertisers that are currently ‘Active’ or to switch to see Advertisers that are ‘Inactive’. If you are not seeing an Advertiser that you are looking for, try switching the Filter Status to ‘Inactive’. If the Advertiser appears with a red box as opposed to a green check, click on the name of the Advertiser to open the Advertiser menu. Select ‘Edit’ and check the ‘Active’ box. This Advertiser should now appear in your ‘Advertiser’ tab when the ‘Filter Status’ is set to ‘Active’, displaying the green Active box.

If all of your Advertisers appear under ‘Inactive’, switch to the ‘Admin’ tab and verify that your account has a positive balance. If funding becomes low in your account, your seat has been deactivated and all Advertisers will appear ‘Inactive’. The platform pauses the campaigns on the account until either a budget is added that is more than the daily spend or the daily spend is lowered so it is less than the budget in your account. To reactivate your Advertisers, either add funds to your account or adjust the Lines to spend less.

Reporting Interval

The default Reporting Interval in the Advertiser tab is ‘Yesterday’. Upon opening the Advertiser tab you will see all metrics for the previous day. To see metrics for a different Reporting Interval, select the desired time frame from the ‘Reporting Interval’. Available options include, ‘Today’, ‘Yesterday’, ‘7 day’, ’30 day’ and ‘Lifetime’. ‘Lifetime’ will display metrics from the start date of the Advertiser or Line, until the current date (with a 3 hour delay). See more on the Reporting Lag here: Reporting Lag.

 

Managing Advertisers

To open the expanded Advertiser Menu and manage your Advertiser, open the Advertiser tab and click on the name of the Advertiser. The following functions will be available in this screen:

 

Edit Advertiser

To edit an Advertiser, go to the Advertiser tab, click on the name of the Advertiser to open the Advertiser menu and select ‘Edit’. The following screen will open:

Here you can rename your Advertiser, turn it to ‘Active’ or ‘Inactive’ or change the GDPR, Gambling, or Political regulations that the Advertiser will be running under.

 

Create and Manage Line Items

The Line Item level represents a campaign that will run under an Advertiser. To create a new campaign, open the Advertiser menu by clicking on the name of the Advertiser in the Advertiser tab, and select ‘New Line’. See the following page for details on setting up a Line Item: Setting up a Line Item.

If you do not see the Line Item that you are looking for here, try switching the ‘Filter Status’ to ‘Inactive’. If the Line Item appears under ‘Inactive’ and you would like to re-activate it, click on the Line Item name to open the Line Item Settings. Select ‘Edit’, then check the ‘Active’ box. For more on the ‘Active’ box see here: Active Box.

For additional information on the metrics for the Line Item displayed here see the following page: Line Item Level Metrics.

 

Upload and Manage Creatives

To upload a Creative, open the Advertiser menu by clicking on the name of the Advertiser. Then select ‘New Creative’ and select the Creative Type. Before uploading any Creatives, review the Creative Acceptance Policy here: Pontiac Creative Acceptance Policy. For information on Creative Specs, the Creative Audit process, Editing a Creative and more, see here: Creatives.

If you do not see the Creative that you are looking for in the Advertiser menu, try switching the ‘Filter Status’ to ‘Inactive’. If the Creative appears under ‘Inactive’ and you would like to re-activate it, click on the Creative name to open the Creative Settings and check the ‘Active’ box. If the Creative is expired, see this section: Creative Expiration.

 

Add Third-Party Pixels (Trackers)

Third-Party pixels, or ‘trackers’ allow the attachment of trackers to your ads from external providers allowing you to call external servers at the time that the ad is rendered on a page. This allows Advertisers to collect data and real time stats about the ad being served.

  1. To use a pixel from an external provider, enter the Advertiser menu by clicking on the name of the Advertiser that this pixel will help track, and select ‘New Third Party Pixel’. 
  2. Select the code type of the pixel. 
  3. Enter the pixel code into the content box and save it. 
  4. These pixels MUST then be associated to each Creative that you wish to track.  While uploading or editing a specific Creative, you will notice a tab for ‘Third-Party Pixels’ or ‘Trackers’. Select the third-party pixel that you desire to attach to the Creative and save the Creative.

For more information on Third-Party Pixels see here: Third-Party Pixels.

 

Create Conversion Pixels

Conversion pixels are codes that when fired, allow for the tracking of an event on your webpage. These are placed on pages where Pontiac 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 be used to track micro conversions on your site as well, such as newsletter signups, meeting requests and more. 

To create a Conversion pixel, open the Advertiser menu by clicking on the name of the Advertiser. Then select ‘New Conversion Pixel’ and configure the following parameters:

Trigger Type: 

  • Click: This pixel will only fire when a user clicks the ad and immediately completes a conversion.
  • View:  This pixel will only fire when a user views an ad and completes a conversion. View will also count for users that click, do not immediately convert, but return to the domain and convert at a later time.
  • Hybrid: This pixel will fire on both click AND view. Reporting can be broken out to examine click vs view.

Post View Expiration Days: The number of days between a user being served the ad and then completing a conversion for a transaction to be counted as a valid post-view conversion attributable to the Pontiac ad. This is the ‘attribution window’ for post-view conversions.

Post Click Expiration Days: The number of days between a user clicking on an ad and the user completing a conversion for the transaction to be counted as a valid post-click conversion attributable to the Pontiac ad. This is the ‘attribution window’ for post-click conversions.

Minimum Minutes Per Conversion: Minimum duration of time during which a user can complete a conversion before registering another conversion.

Wait a few minutes for the pixel to generate. Your pixel will appear in the Advertiser menu, under the conversion pixel dropdown, and when you click the name of the pixel you will see the following window:

Copy the ‘Pixel URL Img’ and place it on your website on the page that the user will see after completing a conversion. For more information on Pixel Placement see here: Pixel Placement.

Query String Macros

You will have the option once the conversion pixel generates to add in query string macros.

  • Order_ID: Allows the platform to track the exact order ID number of a transaction generated from a Pontiac ad.
  • Value: Allows the platform to track the exact value of a transaction generated from a Pontiac ad.

Speak with your web developer to swap in the values that you would like to pass in. For example, ${ORDER_ID} must be replaced by the actual order ID and ${REVENUE} must be switched out for the actual value of the conversion when firing this pixel.

For more information on the metrics displayed for Conversion pixels, see here: Conversion Pixel Metrics.

 

Create Remarketing Pixels

A segment pixel or Remarketing pixel is an HTML code placed on the Advertiser’s website to collect the User ID of the individuals that visit the page where they are placed. These User IDs are collected in an audience in the platform that you can then target in remarketing campaigns. Pontiac segment pixels store user data for 180 days.

To create a pixel for Remarketing, open the Advertiser menu by clicking on the name of the Advertiser. On the right-hand side of the ‘Audiences’ bar, select ‘New Segment’. Give the segment a name and click save. Wait a few minutes for the pixel to generate. Your pixel will appear in your list of audiences under the Advertiser and when you click the name of the pixel you will see the following window:

Copy the ‘Pixel URL Img’ and place it on your website. It can be placed anywhere, but we recommend placing it in the header. For more information on Pixel Placement see here: Pixel Placement.

For more information on the metrics displayed for Remarketing Pixels see here: Audience Metrics.

 

Associate and Manage Audiences

Audiences that you would like to target with a campaign, must first be associated to the Advertiser level. To associate a Third-Party Audience or Onboarded Audience to your Advertiser, open the ‘Audience’ tab, find the Audience you would like to associate and select the red ‘Associate’ button. Then select the name of the Advertiser for which you would like to use this Audience from the dropdown.

To view associated Audiences, go to the Advertisers tab, click on the name of the Advertiser, and expand the ‘Audiences’ bar. These Audiences can then be associated to any Line Item created under the Advertiser. For more information on associating an Audience to a Line Item, see here: Associate Audience to a Line Item.

For more information on the metrics displayed for Audiences see here: Audience Metrics.