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 Segments
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.