Device ID Targeting

Overview: Device IDs are unique identification codes issued to every device that can receive ads.  A desktop computer, laptop, and phone belonging to the same user will each have their own unique Device ID.  This information is used to anonymously identify which device a user is active on.  You can load these ID numbers into Pontiac to deliver campaigns directly to a user’s specific device.

Use Cases: This strategy requires having Device IDs prior to campaign launch. Device IDs can be pulled from the log level reports of previous campaigns. If you have a specific target audience you want to reach, you can run a campaign targeting this audience, pull Device IDs from the log level reporting, and target them on a subsequent campaign. Because of the difficulty to collect the IDs prior to campaign launch, these are most useful for serving to users that have already been displayed an ad through Pontiac, or ‘touch remarketing’.

KPI: Click Through Rate (CTR), Cost Per Acquisition (CPA)

Media Type: Display, Native, Audio, Video, CTV

Placement: This is a targeting feature available across all media types.

Bid Structure: This targeting tool follows the bid ranges for the campaign’s media type. Targeting tools limit the size of your potential audience and can restrict campaign delivery. Typically, slightly increasing the bids for these campaigns will win more impressions for the specific devices you are targeting. 

Audience Data Targeting: First and Third-Party Data segments are available to target but can limit the campaign’s ability to serve.  If Third-Party Audiences are added, increase bids by the average cost of all associated segments.

Specs:  Align with the campaign’s media type.



To set up a campaign, you must first create the audience of Device IDs.  Go to the ‘Audience’ tab and select ‘New Custom Audience’. Then select ‘Device ID’ from the dropdown menu.  Enter each Device ID on an individual line, including the corresponding device type prefix, in the following format:

Line format: [Device ID]
Example: 0-123e4567-e89b-12d3-a456-426655440000

Device Type Prefixes:

0 –  IDFA (Apple ID for Advertising)
1 – SHA
2 – MD5
5 – AAID (Android Advertising ID)
6 – WINDOWSADID (Microsoft Advertising ID)

Once saved, this audience can be associated to any Line Item in the seat. Custom audiences are associated to the campaign in the ‘Audiences’ section of the Line Item creation screen. Select ‘Associate Segments’ and choose the audience from the ‘Custom Audiences’ dropdown.