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. There is a maximum of 50 updates that can be made to custom audiences per day.
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]
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]
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)
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.
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.
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.