Audiences

Pontiac Intelligence offers a wide variety of Audience solutions to place highly targeted ads and reach the Advertiser’s desired viewers. These solutions include Custom Audiences, Third-Party Audiences, Onboarded Audiences targeting your CRM data, and Remarketing Audiences. Targeting the Audiences that are most relevant to your campaign can increase the performance and reduce the risk of serving ads to uninterested users.

For a video walkthrough on how to create Audiences:  https://tinyurl.com/PontiacAudiences

Custom Audiences
      Custom Audience Limits
      Custom Audience Updates
      Custom Audience Expiration
      Device ID Audience
      Zip Code Audience
      Lat Long Audience
      Creative Audience
      Domains Audience
      Specific Domains Audience
Third-Party Audiences
      Contextual Segments
      Behavioral Segments
      Demographic Segments
      Brand Safety & Viewability Segments
      Language Segments
      Weather Segments
Onboarded Audiences
       LiveRamp CRM Segments
       Contextual Keyword Segments
       Job Title/Employer Segments
       Geoframed Commercial Address Segments
       Other Audience Integrations
Remarketing Audiences
Associate an Audience to a Line Item
Boolean Logic

 

Custom Audiences

The Pontiac platform offers a variety of Custom Audience options that allow you to customize your targeting at a more granular level. You can create audiences to target using Device IDs, IP Ranges and IP Addresses, Zip Codes, Lat Long coordinates, and User IDs. To create a Custom Audience, go to the ‘Audiences’ tab and select ‘New Custom Audience’. Give the Audience a name and select the type of Audience from the dropdown. Enter the Audience data according to the indicated format. These Audiences will automatically be available to associate to any Line Item. Each seat can have a maximum of 50 updatable custom audiences at a time. These audiences can also only be updated 50 times per day.

 

Custom Audience Limits

Each seat can have a maximum of 50 updatable custom audiences at a time. If you require more than 50 custom audiences, you can chose to ‘freeze’ certain audiences so that they can no longer be edited. These audiences once ‘frozen’ are still active and can still be used on campaigns. To freeze an audience, open the audience and uncheck the ‘Allow Updates’ box. Only audiences with this box checked will count towards the 50 custom audience limit.

 

Custom Audience Updates

There is a maximum of 50 updates that can be made to custom audiences per day. Updates include adding or removing data from an existing Custom Audience as well as creating a new Custom Audience. Changing the name of the Audience does not count as an update. Changing the ‘Allow Updates’ status of a Custom Audience does not count as an update.

 

Custom Audience Expiration

Custom Audiences will expire 180 days from the date they were created. The expiration date of each segment is displayed in the ‘Custom Audiences’ section of the Audience tab. The status symbol of the Audience will turn from green to red once the audience is expired. To continue using a data set after the audience has expired, create a new custom audience.

 

Device ID Audience

Each device that a user owns has a unique identification code that can be targeted. A desktop computer, laptop, and phone belonging to the same user will each have a unique Device ID. You can load these ID numbers into Pontiac to deliver campaigns directly to a user’s specific device. This Audience has a limit of 100,000 Device IDs per list. 

In the ‘Custom Audience’ section, 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
4 – OPENUDID
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.

 

Zip Code Audience

A Zip Code Audience leverages the national postal code system to target a specific geographical area. This Audience has a limit of 100,000 Zips per list. 

Enter the Zip Code followed by a comma and the Country Code with each entry on an individual line in the following format:

Line format: [Zip Code],[Country Code]

Example: 03102,US

The following are valid Country Codes:

 

Lat Long Audience

Lat/Long Targeting allows you to target Lat/Long coordinates and serve ads inside of a small surrounding area.  The surrounding area is defined by the Google Plus Codes grid, and only has two pre-determined sizes, stated as a Radius (where Radius is defined from the center of the rectangle to the corner). Options include a Radius of approximately 150 meters or 2251 meters, and may vary slightly depending on the location of the coordinates. These audiences should be used for Mobile inventory only. Please note that approximately 30% of impressions received contain location data that you can target with lat/long segments.

This Audience has a limit of 100,000 coordinates per list.

Enter each set of coordinates on an individual line in the following format:

Line format: [Latitude],[Longitude],[Radius] (Radius can be either 150 or 2251)

Example: 123.414,-123.424,150

To find the Google Plus Code and see the surrounding target area for a set of lat, long coordinates go to the Google Plus Codes website here: https://maps.google.com/pluscodes/ and select ‘Find your code’ at the bottom of the webpage.

Enter an address into the bar at the top of the screen that says ‘Enter a Plus Code or an address’. Once you enter an address you will see a red box on the map over this location and at the bottom of the screen the Plus Code will appear as seen in the image below.

 

Select the up arrow to the left of the Plus Code to expand the window like this:

 

The code next to the first blue ‘pin’ symbol is the Plus Code for this specific lat, long coordinate. In this example, 87G8P2R3+PQ.

By removing the letters following the plus sign (in this case ‘PQ’), you can find the Plus Code for the lat, long coordinate and the surrounding area with a Radius of 150 meters. In this example, 87G8P2R3+.

Copy this Plus Code (87G8P2R3+) into the bar that says ‘Enter a plus code or an address’ at the top of the screen to see the designated lat, long coordinate and the surrounding area on the map with a Radius of 150 meters. 

 

This red rectangle is the area that you will be targeting by entering [Lat, Long, 150] into the Custom Audience text box. 

If you wish to enlarge this area, target the Plus Code with a Radius of 2251 by entering [Lat, Long, 2251] into the Custom Audience box. To see this area on Google Maps take the code for a Radius of 150, in this example 87G8P2R3+, and change the last two digits before the plus sign to ‘00’. For example, 87G8P200+.

 

This red rectangle is the area that you will be targeting by entering [Lat, Long, 2251] into the Custom Audience text box.

 

Creative Audience

This audience collects User IDs, Device IDs or IP Addresses of users that have been served a creative through Pontiac and creates an Audience segment to re-target these users directly. Choose the data you wish to follow, either Device ID, User ID, and/or IP Address.  Then select the Creatives, that once served, will add users to the Audience.

 

Domains Audience

This feature allows you target up to 4 subdirectories per domain.  Domain targeting will serve on all pages that fall into the string of subdirectories.  For example, if you target https://www.nytimes.com/section/world/africa, your ads will serve in the World/Africa section, as well as any other section that sit below the Africa section.  

Enter each Domain on an individual line in the ‘Custom Audience’ text box. This Audience has a limit of 50,000 Domains per list.

 

Specific Domains Audience

By creating a Custom Specific Domain Audience you can specifically target certain articles within a webpage, up to 20 subdirectories per domain. For example, https://nypost.com/2020/08/17/didnt-take-long-for-giants-saquon-barkley-to-impress-joe-judge/.  Specific domains will only target these exact pages and not the other pages that fall into the category subdirectory.

Enter each Specific Domain on an individual line in the ‘Custom Audience’ text box. This Audience has a limit of 50,000 Specific Domains per list.

 

Third Party Audiences

Third-Party Audiences allow highly specific targeting (or anti-targeting) contextually, by demographics, by behavioral characteristics and more. In the ‘Audiences’ tab under ‘Third Party’ you can search through the thousands of segments available by category, type, and provider. 

Most Third-Party Audiences have an additional CPM that will be included on top of the closing CPM cost of the media. The CPM for the Third-Party Audience can be seen in the right-most column of the list of Third-Party segments. When you associate Audiences to a Line Item, add the average cost of all associated segments to the Bid Data.

Once you have found a segment, click the red ‘Associate’ button, and send it to the Advertiser this Audience will be used in. This Audience can then be associated to any Line Item under this Advertiser. These can be layered together with Boolean logic to target individual Audiences or a combination of many. To choose between targeting ‘Any’ or ‘All’ between groups, see the section on Boolean Logic here: Boolean Logic.

The following are types of Third-Party segments and examples of how they can be leveraged to enhance campaign performance:

Contextual Segments

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.

Behavioral Segments

Serve your ad to an Audience of users who have demonstrated their specific interests or lifestyles through their web activity by using behavioral segments. For example, to reach users who have been looking for jobs in entertainment, users in the market for school supplies, or users who use teeth-whitening strips.

Demographic Segments

Target Audiences based on demographic factors such as gender and age group. Reduce the risk of running campaigns to uninterested consumers by controlling basic variables, for example, generation, income, and family structure.

Brand Safety & Viewability Segments

Preserve and protect your brand’s integrity by placing your ads on inventory free from potentially hazardous or sensitive content such as drugs, alcohol, firearms, war etc. or utilize industry specific segments to avoid negative industry related content. Draw more attention to your ad by using quality and viewability segments to target pages with high viewability and minimal clutter.

Language Segments

Serve your ad to an Audience of users who are looking at content in a specific language using over 50 different language segments, from Spanish to Macedonian to Thai.

Weather Segments

Serve your ad to an Audience of users based on the weather conditions that they are experiencing in their current location. For example, a sunscreen brand can serve ads to people in “Very Sunny” conditions, or a nasal spray can serve to people in “Allergy Weather.”

 

Onboarded Audiences

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 or SEMcasting, or they can be custom data segments created by your Account Manager through our partnerships with Grapeshot, Bombora, and OnSpot.

LiveRamp CRM Audiencs

Through Pontiac’s partnership with LiveRamp, your CRM data can be converted into targetable Audience lists in the Pontiac platform. 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.

Audience data can include:

  • Name and postal addresses (NAP)
  • Email addresses
  • Phone numbers
  • Client Customer IDs (your internal Customer IDs)
    • This functions as an Audience key that allows LiveRamp to delete duplicates in an uploaded file. If there is no Customer ID, LiveRamp will use either the email addresses or NAPs provided.

If you are interested in LiveRamp to start targeting your CRM data, you will need to sign a LiveRamp user agreement. This agreement can be found in the ‘Admin’ tab under ‘Seat Settings’ in the ‘Addendum’ section. To sign this agreement, check the ‘Accept LiveRamp Addendum’ box at the bottom of the contract and click ‘Submit’. Once you have completed these steps, email your Account Manager with the email address you would like to be used for the account. Your Account Manager will create an account on your behalf using the email address provided. You will then receive an email from LiveRamp with login credentials.

Upload a csv, tsv, or txt file containing PII into LiveRamp, which will match the submitted information with User IDs and allow you to target these individuals across the internet through Pontiac. For instructions on how to upload files to LiveRamp see here: LiveRamp.

Once you have added a segment to distribution for Xandr, email your Account Manager to say that you have pushed a segment. Please provide your Account Manager with the segment name and the date you pushed the segment.

Your Onboarded Audience will appear in the ‘Audiences’ tab under ‘On Boarded’. Associate the segment to the Advertiser where you would like to use it, and it will be made available to associate to any Line Item under this Advertiser. LiveRamp segments cost an additional flat CPM of $2. To set the bids, add $2 to the recommended bid ranges for the campaign’s media type. 

 

Contextual Keyword Segments

Oracle’s Grapeshot is a tool that can be used to build Audience segments to implement custom contextual targeting. Grapeshot creates groups of words and phrases known as “keyword segments”, that reflect a particular topic. The Grapeshot technology then crawls millions of webpages and indexes the text to determine the core meaning, understand the subject matter, and then categorize it appropriately. The understanding of the webpage text is then matched to the keyword segments and a score is provided to indicate the degree of match. For example, a keyword segment concerning “sports” would contain multiple words and phrases that would indicate that the page is about sports if they appear with enough weight on a page.

Through Pontiac you can leverage Grapeshot to build contextual lists of URLs which include keywords or 3-word phrases and serve ads only to those pages. This feature can also be used for Brand Safety purposes, by creating a keyword segment with a list of words or phrases that you would like to avoid or ‘anti-target’. This will block webpages that have been contextually associated with these words.

Compile and send your Keyword List to your Account Manager, who will then create the segment in Grapeshot.  The segment will be available to target in Pontiac after 3 business days, appear in the ‘Audiences’ tab under ‘Onboarded’. Grapeshot segments cost an additional flat CPM that varies depending on the segment. To set the bids, add the associated cost of your segment as seen in the ‘Audience’ tab to the recommended bid ranges for the campaign’s media type. 

 

Job Title/Employer Segments

Through Pontiac Intelligence you can leverage Bombora Audience Solutions to build custom audiences of users who work at specific companies or who have specific job titles/roles. For example, you can serve ads only to people who have the title “Marketing Manager”, or only people who work at Programmatic Mechanics.

Compile and send the list of Job Titles or Companies to your Account Manager, who will then push Companies (using their domain name, ie: cisco.com) or Job Titles to Bombora.  These segments will be available to target in Pontiac within 3 business days, and appear in the ‘Audiences’ tab under ‘Onboarded’. Bombora segments cost an additional flat CPM that varies depending on the segment. To set the bids, add the associated cost of your segment as seen in the ‘Audience’ tab to the recommended bid ranges for the campaign’s media type. 

 

Geoframed Commercial Address Segments

Through our partnership with Onspot Data, Audiences can be created to target users who have been in a certain commercial building. By using one or hundreds of commercial addresses, we can target ads to users who have visited those locations at any point in time in the past year.  This Audience solution is great for users who want to target people who have visited a specific location or event.  For example, you can target users who have attended a University of Texas football game, or people who have visited any Target across the country. 

These Audiences can ONLY be used for Mobile In-App campaigns in the United States. They CANNOT be used with CTV, Web (Desktop), or Mobile-Web campaigns.

To create a commercial address Audience, enter the commercial addresses into this excel template: Commercial Address Template. If the zip-4 column does not apply, it can be left blank. Send your completed excel template as well as the lookback period you would like to use (last 30 days, last 90 days, or a specific date range in the last year) to your Account Manager.

After 3 business days, users from the defined geo locations and time frame will be made available for targeting, and will appear under ‘Onboarded Audiences’. OnSpot segments cost an additional flat CPM of $2.00. To set the bids, add $2.00 to the recommended bid ranges for the campaign’s media type.

OnSpot Audience Types:

  • Regular: Regular Audience captures mobile ids seen within the geoframe(s) for the look back period.
  • Lookalike Audience: Look-a-like expands reach based on similarities in demographic, location, behavioral and temporal data. This feature expands on the concept of using demographic lookalike audiences by layering in location behavior to further refine the lookalike audience for improved performance. A baseline group in the initial audience is used to identify relevant demographic variables and incorporates similar location behavior to select targets with similar attributes.
  • Household Extension: When building a geoframe based audience a ‘Household Extension’ can also add the devices associated to the households that were seen in the geoframe. Devices such as tablets and gaming units can be added as an extension here.
  • Social Extension: Social audiences are people that are not family members who spend time together on a regular basis – friends and co-workers with frequent, meaningful interaction. The base audience is used to find other devices that frequently associate with a member in the base audience. These associations do not include devices that are part of the household extension. ‘Social Extension’ audience combines location, temporal and frequency as primary indicators to build the associations for determining the device linkages.
    Example: Both Madison and Kaitlyn’s mobile ad id’s are observed frequently together at the same playgrounds, restaurants, bars, and malls at the same times on the same days. We determine that they have a social connection based on frequently being seen together. Using frequency and location overlap we would consider these Mobile Ad Id’s as socially linked and would be included in the ‘Social Extensions’.
Other Audience Integrations

Audiences can also be integrated into the platform from a variety of other behavioral targeting companies such as Factual or eXelate. To push Audiences from one of these companies reach out to your Account Manager. Once the Audience is pushed to your seat it will appear in the ‘Audiences’ tab under ‘Onboarded’. See the full  list of accepted behavioral targeting companies here: Other Audience Integrations.

 

Remarketing Audience

To create an Audience of users who have previously visited your website for remarketing purposes, you must first create a segment pixel and place it on the Advertiser’s website. For more information on creating this pixel see here: Segment Pixels.

Once created and placed, the remarketing pixel will fire when a user lands on the page and store that User’s ID in an Audience segment. This Audience can then be associated to a Line Item. By associating this Audience to a Line Item, ads will serve on the web only to users who have visited the webpage where the pixel is placed. 

The segment pixel can also be associated to a Creative during the Creative upload process. This will cause the pixel to fire and add a user to the Audience segment when they are served the Creative, even if they do not click on the ad or land on the webpage.

 

Associate an Audience to a Line Item

To associate an Audience to a Line Item follow these steps:

  1. Create or select a Line Item and open the Line Item configuration menu.
  2. Scroll down to the ‘Audiences’ dropdown and choose the ‘Associate Segments’ button on the right-hand side.
  3. Choose the red ‘Add New Group’ button on the right-hand side of the window. A box should appear with the words ‘drag and drop segments to add new group’.
  4. Choose to target ‘Any’ or ‘All’ between groups. See the ‘Boolean Logic’ section below for an explanation of these functions.
  5. Find the segments you wish to add on the left-hand side and drag them into the box on the right-hand side.

    • ‘Audiences’: Audiences created with a remarketing pixel under this Advertiser will appear here.
    • ‘Custom Audiences’: Custom Audiences can be created in the ‘Audiences’ tab and will automatically be available to all Advertisers in the seat. Certain custom Audiences will only be available to associate when the correct ‘Inventory Type’ is selected. For example, Lat/Long Audiences can only be used when ‘In-app’ or ‘Open’ is selected as the inventory type.
    • ‘Third-Party Audiences’: For Third-Party Audiences to appear here, open the ‘Audience’ tab and use the blue ‘Associate’ button to associate the selected Audience segment to the Advertiser.
    • ‘Onboarded Audiences’: For Onboarded Audiences to appear here, open the ‘Audience’ tab and use the blue ‘Associate’ button to associate the selected Audience segment to the Advertiser.
  6. These Audiences can be ‘targeted’, or ‘anti-targeted’. To switch to ‘exclude’ or ‘anti-target’ an Audience, select the gray minus sign next to the name of the segment. When you click on the minus symbol it will change from gray to red, indicating that the Audience is now being ‘anti-targeted’. This Line Item will now serve to any user that is NOT in this Audience. In the example below, the Line will serve to anyone who is not in this segment of politically conservative users. If you are only using one Audience, there is no difference in the exclusion feature between ‘any’ and ‘all’. See the Boolean logic section below if you are using multiple Audience segments.
  7. Select the red ‘Add New Segments’ button at the bottom of the window to save the changes and then submit or save the Line Item.
  8. Add the average cost (CPM) for all associated segments to the Bid Data for the Line Item.

 

Boolean Logic

If you are targeting multiple Audience segments they can be layered together in groups through Boolean logic. To choose ‘Any’ or ‘All’ between groups read the following descriptions of each.

‘All, between segment groups’

If you only have one segment group, the internal group logic will default to OR, meaning that if ANY of the conditions within the group are met the impression will be eligible to serve. For example, below is targeting users found in the ‘Female’ Audience OR ‘Age 18-24′.

If you have created multiple segment groups, the intergroup logic will automatically default to AND, meaning that at least one condition must be met in ALL segment groups. For example, below a user would need to be found in one of the two segments in the first grouping AND would need to be found in one segment in each of the other segment groups associated.

‘Any, between segment groups’

If you only have one segment group, the internal logic will default to AND, meaning that ALL the conditions within the group must be met for the creative to be eligible to serve. For example, a user must be found in ‘Female’ AND ‘Age 18-24’ for an impression to be served.

If you have created multiple segment groups, the intergroup logic will automatically default to OR, meaning that the conditions of one segment group are to be met OR the conditions of the second group are to be met.

 

Anti-Targeting
‘All, between segment groups’

By selecting the ‘All’ between segment groups and using the ‘exclude’ feature with multiple Audiences the internal group logic will default to OR. For example, below an impression could server to any user found in the ‘Female’ OR NOT FOUND in the ‘Age 18-24’ Audience 

‘Any, between segment groups’

By selecting the ‘All’ between segment groups and using the ‘exclude’ feature with multiple Audiences, the internal logic will default to AND, meaning that ALL the conditions within the group must be met for the creative to be eligible to serve. For example, a user must be found in ‘Female’ AND NOT FOUND in ‘Age 18-24’ to be served.