Platform & Industry Glossary

The Pontiac Intelligence Platform & Industry Glossary provides definitions of the terms found in the Pontiac platform as well as important concepts used in online advertising.

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Ad Network:

An Ad Network acts as a broker between a group of advertisers and a group of publishers. Ad Networks allow advertisers to more easily access consolidated inventory and audiences from various sources in one purchase.

 

Ad Server:

Ad servers are pieces of advertising technology used by both publishers and advertisers. Publisher ad servers are responsible for displaying ads for web users. Advertiser ad servers are responsible for collecting and reporting data about advertising campaigns. Pontiac can be your ad server, but you can also upload creatives that are hosted in other ad servers using an Ad Server Tag (subject to approval).

 

Ad Server Tag:

The term ‘tag’ is often used as slang for the HTML code that will represent the creative in the ad server. This piece of HTML code contacts the ad server and informs the browser to open a small window and place the returned content (ie. the ad image or video) in that window. 

 

AdChoices Icon:

During the Creative upload process in Pontiac you will see ‘AdChoices Icon’ with the box checked. This box cannot be unchecked, it must be included in all ads. This will include the AdChoices icon at the top of every ad, linking out to the IAB and informing users on how they can opt out of receiving advertisements.

 

Advanced Setup:

Advanced setup is a setup option for Line Items. Advanced setup will give you access to all the Pontiac features allowing you to control bid data, set frequencies, select the KPI the platform is optimizing to and more.

 

Advertiser:

An Advertiser is the Pontiac term for the ‘level’ in the platform that represents an individual brand that is paying for the advertisement.

 

Advertiser ID:

Each Advertiser created will have an ID number in the Pontiac system. This ID number is displayed next to the name of the Advertiser in the ‘Advertiser’ tab.

 

Allow list:

An ‘Allow list’ is a site list that is being targeted by a Line Item. If you associate a site list to a Line Item as a white list, this campaign will only serve on these websites. 

 

Alternative Mobile Click URL:

During the Creative upload process there is a box you can check to ‘Use Alternative Mobile Click URL’. If you are serving a campaign to both Web and Mobile Web inventory, this feature allows you to use a different Click URL for ads served on Mobile Web inventory.

 

Application Programming Interface (API):

The API (Application Programming Interface) enables users to interact with Pontiac programmatically, allowing them to integrate Pontiac’s ad buying capability with external applications. This allows campaign setup, reporting and optimization to be automated or controlled without user interaction with the Pontiac interface.

 

App List:

An App List is a list of mobile applications that can be targeted by a campaign. These can be Android or iOS applications and a custom list can be created in the ‘Inventory’ tab. If an App List is associated to a Line Item, this Line will only attempt to purchase ad space through the listed applications.

 

Artificial Intelligence (AI):

Artificial Intelligence (AI) is the ability for a computer to process information about its environment and use that information to take actions that increase the likelihood of successfully achieving a goal. Pontiac’s AI uses information about ongoing campaign performance in order to bid highest on active, high-value users, and bid lower on users who have not displayed high-value web behavior.

 

ASAP Pacing:

ASAP Pacing is a feature found in the Line Item setup that will attempt to spend the campaign’s daily budget as quickly as possible. ASAP pacing will double the bid prices and focus on spending out the budget as opposed to optimizing towards the selected KPI. 

 

Attribution:

Attribution is the science of evaluating users that converted on your website and determining if the conversion originated from a specific advertisement that the user saw or clicked-on. Post-Click Attribution reports on users who click to reach the end result. Post-view attribution includes users who saw the ad, did not click on it, but later visited the site and converted. Pontiac reports on both types of attributions to help prove the effectiveness of your advertisements. 

 

Audience:

An Audience is any group of users defined by certain parameters that can be targeted and served your ads through the Pontiac platform. Also called ‘Segments’ an Audience can be made up of users who have visited your site previously, users in the same geographic location, users in a certain demographic, etc. 

 

Banner Ad:

A web banner or banner ad is a form of advertising on the World Wide Web delivered by an ad server. This form of digital advertising entails embedding a static or animated image into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser. 

 

Base Bid:

The ‘Base Bid’ that is set for a Line Item is the CPM (Cost per 1000 ads) at which the Line will enter an Auction. This is the default amount your campaign will bid on it’s first bid. If the closing price comes in below the base bid, the AI will bid the amount one cent more than the next highest bid.

 

Basic Setup:

‘Basic Setup’ is an option in the Line Item setup that will limit the configurable parameters for the campaign to simplify the process. Basic Setup is great for users who are new to programmatic advertising. 

 

Behavioral Targeting:

Behavioral targeting can be leveraged to serve your ad to an Audience of users who have demonstrated their specific interests or lifestyles through their web activity. For example, users who have been looking for jobs in entertainment, users in the market for school supplies, or users who use teeth-whitening strips.

 

Bid Data:

This is where you can control the CPM (Cost per 1000 ads) of the campaign. Pontiac users have full control of the value of a Line’s bids. Base Bid is the CPM in dollars at which your line will aim to bid, while Min and Max Bid allow you control over the upper and lower bounds of bid values.

 

Bidder:

A bidder is the component of a DSP that uses code and algorithms to receive bid requests and respond by placing bids on inventory during real-time bidding (RTB) auctions. 

 

Blocklist:

A ‘Block list’ is an anti-targeting tool that allows you to create a list of sites or apps that you would like your campaign to avoid. If a ‘Block list’ is associated to a Line Item, the Line will not purchase ad space on the listed applications or websites. 

 

Boolean Logic:

Boolean Logic is a form of algebra which is centered around three simple words known as Boolean Operators: “Or,” “And,” and “Not”. In the Pontiac platform, Boolean logic can be used to layer Audiences, to target users who fall into multiple groups 

 

Bounce Rate:

Bounce rate is a term used in web traffic analysis to represent the percentage of visitors who open a site and then immediately click away, rather than continuing to view other pages within the site. Bounce rate can be measured through third-party systems such as Google Analytics.

 

Budget by Impressions:

The budget of a campaign can be set in the Line Item setup by indicating the total number of impressions that you would like to serve in the lifetime of the Line.

 

Budget by Spend:

The budget of a campaign can be set in the Line Item setup by indicating the total dollar amount that you would like to spend in the lifetime of the Line.

 

Budget Multiplier:

This is built in as a pacing function to ensure campaigns stay on target. It allows the Pontiac AI to adjust the daily spend to either catch the campaign up to perfect pacing, or slow down spend to keep the campaign from spending out too early. The budget multiplier multiplies the budgeted amount by this number. For example with a $100 Budget and a 1.1 budget multiplier, the campaign will pace out to $110. 

 

Budget Type:

A Pontiac campaign can either be budgeted by spend in dollars or by number of impressions.

 

Campaign Count:

The ‘Campaign Count’ displayed in the Line Item Flight Metrics indicates the number of optimizations that have been made to the Line Item by the Pontiac Algorithm to date.

 

Campaigns:

In the quick metrics displayed next to the name of a Line Item in the ‘Advertiser’ tab, ‘Campaigns’ indicates the number of optimizations that have been made to the Line by the Pontiac Algorithm during the selected Reporting Interval.

 

Carrier:

‘Carrier’ is the mobile service provider of the user that was served an impression- ie. Verizon Wireless. Carrier is a dimension that can be included in Basic Custom Reports and Log Level Custom Reports. 

 

Click Through Rate (CTR):

The number of clicks divided by the number of impressions. This is the rate at which users interact with your ad.

 

Click Trigger (Conversion Pixel):

A conversion pixel configured with the ‘click’ trigger will only fire when a user clicks the ad and immediately completes a conversion. Only ‘post-click’ conversions will be registered by this pixel.

 

Click URL:

The link to the web page where a user will land if they click on an ad, also referred to as the ‘landing page’.

 

Click:

The action of selecting something in a computer interface by pressing a button on a control device (such as a mouse). A click on a Creative will take the user to the designated landing page.

 

Clone:

Clicking the ‘clone’ button will duplicate the Line Item. When a Line Item has not been used for 60 days, it will be archived. An archived Line Item can not be edited or activated, but it can be cloned. 

 

Co-branded White Label:

With the co-branded White Label, the platform will show the Pontiac Intelligence name and logo as well as your own. We will build you a version of the platform with its own login page, and a url that displays your company such as, yourcompanynamehere.pontiac.media, allowing you to provide access to the platform through a unique URL. Sub seats are a unique feature to our platform that allow your clients to obtain access to the platform to either run or view their campaigns in their own Pontiac seat.  Your parent account will have a screen that allows you to manage all accounts connected to the master seat.  Through this you can manage additional margin on the seats, view all spending on the seat, as well as move into the specific seat for a more in-depth view.

 

Connected Television (CTV):

Connected TV (CTV), also referred to as over-the-top (OTT), is a TV that can be connected to the internet. Ads can be placed on any TV or device that can be connected to the internet and access video streaming content beyond what is available via the normal offering from a cable provider. CTV ads include ads bought programmatically and shown on consoles, computer/mobile streaming, gaming devices, over-the-top (OTT), or Smart TVs.

 

Contextual Targeting:

Contextual targeting can be leveraged to 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.

 

Conversion Pixel:

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

 

Conversion Report:

A Conversion report is a type of custom report that can be created to view data for conversions and attributed revenue generated by Pontiac campaigns.
 

Cookie:

When a web user is exposed to an ad unit, that ad unit will put a short line of code called a “cookie” on that user’s browser. Pontiac is then able to keep track of who has been exposed to the advertisement, to control frequency, remarket, and attribute conversions to these users. 

 

Cost per Acquisition (CPA)

Cost per acquisition or action is the cost of the campaign divided by the number of conversions the campaign has driven. (Acquisition/action are other terms for conversions)

 

Cost per Click (CPC)

Cost of campaign to date divided by the number of clicks the campaign has received. This is the average cost incurred to drive a user to the landing page. 

 

Cost per Install (CPI)

Cost of campaign to date divided by the number of app installs the campaign has driven.

 

Cost per Mille / Cost per thousand (CPM)

The cost of 1000 ads. (Cost per Mille, Latin meaning thousand). A commonly used measurement in advertisement, all inventory bought through Pontiac is on a CPM pricing model.

 

Country Code:

A Country Code is a 2 letter abbreviation used to identify a specific country when targeting a local postal code system using the Zip Code Custom Audience.

 

Created Date:

The ‘Created Date’ is the date on which the Line Item was created.

 

Creative:

A Creative is the advertisement unit that a web user sees on their webpage. This can be a banner ad, native ad, video ad, audio clip, or HTML5 that is designed to communicate a brand’s marketing message to the user that sees the advertisement. 

 

Creative Audience:

The ‘Creative Audience’ allows for dynamic retargeting of users who have received an ad previously run through Pontiac.  This audience collects User IDs, Device IDs or IP Addresses of users that have been served a Creative through Pontiac and follows the user around the internet to any page they visit, allowing us to re-target that user directly in subsequent campaigns.

 

Creative Audit:

The Creative Audit process is the method used to review Creatives and ensure that they comply with the Pontiac Intelligence Creative Acceptance Policy. All Creatives pass through two external audits conducted by Xandr/AppNexus & RiskIQ, the result of which will be reflected next to each Creative in the platform. In addition, Pontiac Intelligence conducts its own human and technological audit.

 

Creative Bulk Upload:

Creative Bulk Upload is a feature that allows a user to upload a large quantity of Creatives to an Advertiser in the Pontiac platform at one time, from a CSV file. All Creatives uploaded through this feature must be uploaded to the same Advertiser. This feature cannot be used to upload Creatives to multiple Advertisers.

 

Creative ID:

Each Creative unit uploaded to the Pontiac platform will be assigned an identification number that can be found next to the name of the Creative in the ‘Creatives’ section of the Advertiser.

 

Creative Type:

During the configuration of a Line Item, the ‘Creative Type’ can be either Standard, Video, Native, Audio, or CTV. Standard includes Banner, HTML5 and Ad Server Tag Banners. Video includes Hosted Video and Ad Server Tag Video.

 

CRM Data:

Custom Relationship Management (CRM) data refers to any customer data collected by a business and includes email addresses, names, phone numbers, etc.  

 

CSV File:

A comma-separated values file is a delimited text file that uses a comma to separate values. Each line of the file is a data record. Each record consists of one or more fields, separated by commas. CSV files can be used with most any spreadsheet program, such as Microsoft Excel or Google Spreadsheets.

 

Custom Audiences:

Custom Audiences are a feature in the Pontiac platform that allow Advertisers to target users using first-party data such as Zip Codes, Device IDs, Lat Long Coordinates etc.

 

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.

 

Deals:

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.

 

Exchange:

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. 

 

Frequency:

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

 

GDPR:

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.

 

HTML5 Ad:

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. 

 

iFrame:

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.

 

Impressions:

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:

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:

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:

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.

 

Loads:

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. 

 

Macros:

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:

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.

 

Opt:

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

 

Opt_Base:

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.

 

Optimization:

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:

‘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.

 

Pacing:

The is a measure of the total spend to date, compared to what the spend would be with perfect pacing. This percentage indicates how the Line is actually spending compared to how it was budgeted to spend. 

 

Performance:

In the Line Item Flight Metrics, ‘Performance’ will display the Line Item KPI. If the Line is optimizing to CTR, then Performance will display the average CTR for the Line to date. 

 

Personally identifiable information (PII):

Information the real-world identity of a data subject to be determined. To maintain strict privacy standards Pontiac Intelligence does not receive or view any PII gathered or utilized by Pontiac users. If a Pontiac user utilizes PII through LiveRamp, this data will be entered and anonymized by the Pontiac user directly, using their own LiveRamp credentials. 

 

Pixel:

Pixels are small pieces of HTML code which are placed on webpages to track users online. Pontiac Intelligence provides the capability to create Segment pixels and Conversion pixels. 

 

Player Size:

For Video advertisements a player size of small, medium or large can be selected in the Targeting menu. These sizes are publisher defined and do not have exact specifications.

 

PMP:

Private Marketplace, or PMP, refers to a digital marketplace where advertising is bought and sold programmatically between exclusive parties. These deals are made with publishers with pre-negotiated rates and inventory.

 

Political Disclosure:

If an advertisement is of political nature, the Advertiser must include a disclosure that includes the information of both the Pontiac user and the political organization funding the advertisement. 

 

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.

 

Post View Expiration Days:

The number of days between a user viewing 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 Conversion:

A user that clicked on an ad served through Pontiac and then completed a transaction within the ‘post-click’ expiration window as defined during the configuration of the conversion pixel.

 

Post-Click Revenue:

The revenue that was generated by a user that clicked on an ad served through Pontiac and then completed a transaction within the ‘post-click’ expiration window. This is revenue attributable to a certain ad served on Pontiac generated by post-click conversions that are tracked with a Pontiac conversion pixel.

 

Post-Roll Video:

A video ad that is played after existing streaming video content. 

 

Post-View Conversion

A Post-View Conversion is generated by a user that viewed an ad served through Pontiac, and later completed a transaction within the ‘post-view’ expiration window as defined during the configuration of the conversion pixel.

 

Post-View Revenue:

Post-View Revenue is the revenue generated by a user that viewed an ad served through Pontiac, and later completed a transaction within the ‘post-view’ expiration window. This is revenue attributable to a certain ad served on Pontiac generated by post-view conversions that are tracked with a Pontiac conversion pixel.

 

Pre-Roll Video:

A video ad that is played before existing streaming video content. 

 

Programmatic Advertising:

Programmatic Advertising is the use of software to purchase advertising space, as opposed to traditional processes that use human negotiations between a single advertiser and a single publisher.

 

Prospecting:

Prospecting is an online marketing strategy that serves advertisements to individuals across the open web. Although it does not get high levels of engagement compared with remarketing, which serves specifically to individuals who have already expressed interest by visiting the site, it allows you to acquire visitors who have not yet heard about your product or service.

 

Raw HTML:

Raw HTML is a code format that can be used in the Pontiac platform for the code of a Creative hosted on a third-party ad server.  

 

Raw-js:

Raw-js indicates Raw Javascript and is a format that can be used to enter the code for a Third-Party tracking pixel.

 

Reach

Reach is a key performance indicator (KPI), that when selected will optimize the campaign to serve out the budgeted impressions. 

 

Real Time Bidding (RTB)

Programmatic advertising allows “bidders,” also known as demand-side platforms (DSPs) to bid on advertising space made available by publishers in real time. When a web page is loaded, it’s SSP sends an ad call to bidders. Bidders recognize the ad call and reply 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.

 

Remarketing:

Remarketing is an online marketing strategy that serves advertisements to individuals who have visited a specific website or webpage. It is a technique that tends to see far higher engagement rates than any other, as it serves ads to people who have already shown interest by visiting the webpage. By placing a small piece of code, a segment pixel, on the web page and Advertiser can track visitors and add them to an Audience segment so that digital campaigns can target them across the open Internet.

 

Return on Ad Spend (ROAS):

Return on Ad Spend is a metric measuring the profit generated by an advertising campaign as a multiple of spend. It can be calculated by dividing the profit from a campaign by the amount of money spent on it.

 

Return on Investment (ROI):

Return on investment is a ratio between net profit and cost of investment. ROI is a performance measure used to evaluate the efficiency of an investment. A positive ROI indicates that the investment will generate profit. The higher the ROI, the more efficient the investment in comparison to the cost. 

 

RON

Run of Network, refers to all of the inventory that is available through a network. 

 

Seat ID:

Every account that is created on the Pontiac platform will have an account number or ‘Seat ID’. The welcome email that you received with your login credentials will contain your Seat ID. You can also find your Seat ID along the bottom bar of the platform in blue text, next to ‘Contact Us’.

 

Segment:

A segment refers to a pool of users, or an Audience. 

 

Segment Group:

When Audiences are associated to a Line Item, they can be layered in groups using Boolean Logic. 

 

Segment Pixel (Remarketing Pixel):

A segment 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.

 

Self Service:

The Pontiac platform is a simple, straightforward interface designed for all users, including those new to programmatic advertising. If you choose to activate and manage your own campaigns through the self-service model, you will have full control of all aspects of your campaigns and you will be assigned an Account Manager who can answer any questions along the way. 

 

Sensitive Creative:

A ‘Sensitive Creative’ is an ad unit that has been flagged by the audit process as containing content in certain categories that publishers have deemed ‘sensitive’. Many publishers block these types of content. Sensitive Creatives will be limited to exchanges that permit these types of content.

 

Site List:

A site list is a list of top level web domains that can be targeted by a campaign. If you associate a site list to a Line Item, this campaign will only serve on these websites. A site list  can also be implemented as a ‘blacklist’ of websites that your campaign will ‘anti-target’. If you associate a blacklist to Line Item, this campaign will not serve on these websites.

 

Spend:

‘Spend’ is a metric that will display the dollar amount that has been spent by a Line or Advertiser within the selected Reporting Interval.

 

Standard Creative Type:

In the setup process for a Line Item, there is a field to select the ‘Creative Type’. The ‘Standard’ Creative Type is used for Banner ads, HTML5 ads, and Ad Server Tag Banners.

 

Static 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 Static IP Address is an IP Address that is not reassigned periodically, but will always be assigned to the same device. 

 

Stripe Daily:

This payment method will charge your credit card each morning for the costs incurred the previous day.  To utilize Stripe Daily, you must have 30 days of proven spend within the platform. Once this criterion is met, send a request to your Account Manager. Each request is evaluated on a case by case basis. 

 

Supply Type:

There are four supply types that can be purchased through the Pontiac platform: Web, Mobile Web, In-App and Connected TV. These supply types represent the environment in which the advertisement will be published.

 

Targeting:

Targeting is a digital advertising strategy that utilizes data to reach certain populations or audiences most likely to engage with the ad or complete a transaction. 

 

Third-Party Audience:

Third-Party Audiences are segments that contain users in categories based on their internet history, demographic etc, that have been created from data collected by external providers. These segments can be targeted in Pontiac at an additional CPM. 

 

Third-Party Pixel:

A Third-Party Pixel is a tracker provided by a third-party such as Doubleclick, that can be used to track certain aspects of a campaign, such as impressions and clicks.

 

Timestamp:

The date and time that a specific event, such as an impression, occurred. The Pontiac Timestamp format is in seconds since epoch. Epoch is January 1st, 1970. To convert the timestamp to a date and time, use this link: currentmillis.com. Add three 0s at the end of the timestamp to convert it from seconds to milliseconds and enter it in the box ‘convert milliseconds’. In the box below ‘convert milliseconds’ you will see ‘UTC time and date’. This will give you the date and time that an impression was served in UTC. For example, the timestamp ‘1609949531’ would be entered as ‘1609949531000’ and converted to Wed Jan 06 2021 16:12:11 in UTC. Use the ‘User Timezone Offset’ to convert this date and time to the date and time in the User’s timezone. 

 

Touch Remarketing:

Touch Remarketing refers to a digital marketing strategy through which users who have viewed an advertisement are added to a remarketing pool and can be targeted in subsequent campaigns. This strategy requires associating a remarketing or ‘segment’ pixel into the Creative, or creating a Custom ‘Creative’ Audience prior to the campaign serving. 

 

Tracker:

A ‘Tracker’ or ‘Third-Party Pixel’ is a code provided by a third-party such as Doubleclick, that can be used to track certain aspects of a campaign, such as impressions and clicks.

 

URL-html:

A code format for a Third-Party Tracker, you can enter a URL for the tracker and this will return the response in html. This allows advertisers to collect data and real time stats about the ad being served through an external provider.

 

URL-image:

A code format for a Third-Party Tracker, you can enter a URL for the tracker and this will return the response in the form of a transparent 1×1 image. This allows advertisers to collect data and real time stats about the ad being served through an external provider.

 

URL-js:

A code format for a Third-Party Tracker, you can enter a URL for the tracker and this will return the response in javascript. This allows advertisers to collect data and real time stats about the ad being served through an external provider.

 

User:

The person browsing the web who will be served an ad.

 

User ID:

User IDs are unique identification codes issued to a specific person.  A User ID can connect to all of the devices used by the specific user. 

 

User Timezone Offset:

In a Log Level report, the User Timezone Offset dimension can be used to interpret the timestamp to determine the time the ad was served in the user’s time zone. If the timestamp is Wed Jan 06 2021 16:12:11 and the user timezone offset is -5, this can be interpreted to mean that the impression was served Wed Jan 06 2021 at 11:12:11 in the user’s time. 

See Timestamp to interpret Pontiac timestamps.

 

Video Completion Rate:

Video Completion Rate is a metric that measures the percentage of users who were served a video and viewed the entire video.

 

Video Context:

Video Context refers to whether a video was served in a ‘Pre Roll’, ‘Mid Roll’, ‘Post Roll’ or ‘Outstream’ environment. This information can be found in a Custom ‘Video Events’ Report. 

 

Video Events Report:

A Video Events Report is a type of custom report that can be created for video campaigns to include video completion rates, video context and other metrics/dimensions that are specific to video campaigns.  

 

Video Quartiles:

To measure video completion, a series of pixels fire at each quartile of the video as it is played. These pixels indicate the percentage of a video that has been played or viewed by the user, firing at 25%, 50%, 75%, and 100% completion.

 

View Confirmed Impressions:

View confirmed impressions are the impressions that have been served, measured for viewability, and confirmed to have displayed at least 50% of the pixels in-view for 1 second or more.

 

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.

 

View Trigger (Conversion Pixel):

A conversion pixel configured with the ‘view’ trigger will only fire when a user views the ad and later completes a conversion. A ‘view’ trigger will also count for users that click, do not immediately convert, but return to the domain and convert at a later time. Only ‘post-view’ conversions will be registered by this pixel. 

 

Viewability Threshold:

The platform will determine how likely an impression is to be viewable through pre-bidding technology, and only bid on spaces above the set threshold. Per IAB guideLines, an ad is considered viewable if 50% of the pixels are in-view for 1 second or more.

 

Viewable Click Through Rate (vCTR):

Viewable Click-Through Rate (vCTR) is a KPI that is used to drive clicks using information about an ad’s viewability. It optimizes to serve ads to those who are both most likely to view the ad and click on it when they do. As a performance measure this is calculated by dividing the number of clicks by the number of viewable impressions (whereas regular CTR is calculated by dividing the number of clicks by the total number of impressions). 

 

Viewable Impressions:

Viewable impressions is the number of times that an advertisement was published and registered as viewable. This means that 50% of the pixels were in view for at least 1 second.

 

Web Browser:

A web browser is a software application for accessing information on the World Wide Web. When ‘Web Browser’ is selected as a dimension in a Custom Report, the report will include the web browser the user was using when they were served your ad. For example, Chrome, Firefox, Internet Explorer etc.

 

White Label:

Pontiac Intelligence offers the platform in a skinned version that can be customized to display your logo and color scheme on the user interface.  This version of the platform provides you with all the features of Pontiac, as well as the additional sub seat feature.  This feature allows your master account to link many sub seats to your account, giving you access into each sub seat, and the ability for each of your clients to set up their own payment method with a customizable margin.

 

Zip Code:

A ZIP Code is a postal code used by the United States Postal Service. The basic format consists of five digits. Zip codes can be used to target specific geographic areas. 

 

2 min frequency:

This is a feature in the Line Item setup that will only allow ads to serve once every 2 minutes to an individual user. This is a safeguard to avoid publishing an ad to an individual user twice on the same page.

 

% Budget:

For each optimization made to the campaign a % of the budget will be shown that is allocated to this change.