{"id":10048,"date":"2025-03-31T19:19:15","date_gmt":"2025-03-31T19:19:15","guid":{"rendered":"https:\/\/wiki.pontiac.media\/?docs=ctv-documentation\/ctv-overview\/ctv-strategy-guide"},"modified":"2026-03-31T17:20:32","modified_gmt":"2026-03-31T17:20:32","slug":"strategy-guide","status":"publish","type":"docs","link":"https:\/\/wiki.pontiac.media\/?docs=ctv-documentation\/ctv-overview\/strategy-guide","title":{"rendered":"Strategy Guide"},"content":{"rendered":"\n

Overview<\/h4>\n\n\n\n

The Pontiac Intelligence DSP offers a wide variety of granular targeting tools that enable Advertisers to better reach their target Audience and subsequently maximize their ad spend. Given how different types of inventories, data, and media interact, there are some complexities as to how targeting parameters and features can be combined and layered on a Campaign and\/or Line Item (Inventory, Geo, Audience Targeting). The following Strategies Guide provides insight into creating intelligent and functional targeting on your Line Items according to your media type and KPIs.<\/p>\n\n\n\n

Core Framework<\/h4>\n\n\n\n
Layer<\/th>Options<\/th><\/tr><\/thead>
Inventory<\/strong><\/td>Web \u00b7 In-App \u00b7 Combined<\/td><\/tr>
Media Type<\/strong><\/td>Audio \u00b7 Display \u00b7 Online Video \u00b7 Combined Video \u00b7 Streaming \/ CTV<\/td><\/tr>
Device Type<\/strong><\/td>Personal Computer \u00b7 Phone \u00b7 Tablet \u00b7 Connected TV \u00b7 Connected Device \u00b7 Set Top Box<\/td><\/tr>
Creative Type<\/strong><\/td>First Party (Banner, Video, Audio) \u00b7 Ad Server Tag (Banner, VAST Video, Audio) \u00b7 Native \u00b7 HTML5<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Strategies by Media Type<\/h4>\n\n\n\n
KPIs & Attribution<\/td>Audio<\/td>Display<\/td>OLV<\/td>OTT\/CTV<\/td><\/tr>
CTR<\/td>X<\/td>X<\/td>X<\/td><\/td><\/tr>
CPC<\/td>X<\/td>X<\/td>X<\/td><\/td><\/tr>
Viewability<\/td><\/td>X<\/td>X<\/td><\/td><\/tr>
Post-Click Conversions<\/td><\/td>X<\/td>X<\/td><\/td><\/tr>
Post-View Conversions<\/td><\/td>X<\/td>X<\/td><\/td><\/tr>
CPA<\/td><\/td>X<\/td>X<\/td><\/td><\/tr>
IP Conversions<\/td>X<\/td>X<\/td>X<\/td>X<\/td><\/tr>
Foot Traffic Conversions<\/td>X<\/td>X<\/td>X<\/td>X<\/td><\/tr>
Video Completion Rate<\/td><\/td><\/td>X<\/td>X<\/td><\/tr>
Listen Through Rate<\/td>X<\/td><\/td><\/td><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n
Device Targeting<\/td>Audio<\/td>Display<\/td>OLV<\/td>OTT\/CTV<\/td><\/tr>
Person Computer<\/td>X<\/td>X<\/td>X<\/td>X<\/td><\/tr>
Mobile Phone<\/td>X<\/td>X<\/td>X<\/td>X<\/td><\/tr>
Tablet<\/td>X<\/td>X<\/td>X<\/td>X<\/td><\/tr>
Connected TV<\/td><\/td><\/td>X<\/td>X<\/td><\/tr>
Connected Device <\/td><\/td><\/td>X<\/td>X<\/td><\/tr>
Set Top Box<\/td><\/td><\/td>X<\/td>X<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n
Inventory Targeting<\/td>Audio<\/td>Display<\/td>OLV<\/td>OTT\/CTV<\/td><\/tr>
App List<\/td>X<\/td>X<\/td>X<\/td>X<\/td><\/tr>
Site List<\/td>X<\/td>X<\/td>X<\/td><\/td><\/tr>
Contextual AI<\/td><\/td>X<\/td>X<\/td><\/td><\/tr>
Deal<\/td>X<\/td>X<\/td>X<\/td>X<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n
Audience Targeting<\/td>Audio<\/td>Display<\/td>OLV<\/td>OTT\/CTV<\/td><\/tr>
Creative Audience<\/td>X<\/td>X<\/td>X<\/td><\/td><\/tr>
Device ID Targeting<\/td><\/td>X<\/td>X<\/td><\/td><\/tr>
Geofencing<\/td><\/td>X<\/td>X<\/td><\/td><\/tr>
Geoframed<\/td><\/td>X<\/td>X<\/td><\/td><\/tr>
Liveramp CRM Audiences<\/td><\/td>X<\/td>X<\/td><\/td><\/tr>
Remarketing<\/td><\/td>X<\/td>X<\/td><\/td><\/tr>
Third-Party Audiences<\/td><\/td>X<\/td>X<\/td>X<\/td><\/tr>
Zip Code Targeting<\/td>X<\/td>X<\/td>X<\/td>X<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Strategies by Inventory Type<\/h3>\n\n\n\n

Web Inventory<\/h4>\n\n\n\n

Media Type\/Device<\/td>		PC<\/td>Phone<\/td>Tablet<\/td>CTV<\/td>Connected Device<\/td>Set Top Box<\/td>Creative Types<\/td><\/tr>
Display<\/td>X<\/td>X<\/td>X<\/td><\/td>\ufeff<\/td><\/td>Display, HTML5, Native<\/td><\/tr>
OLV<\/td>X<\/td>X<\/td>X<\/td><\/td>\ufeff<\/td><\/td>Video<\/td><\/tr>
Audio<\/td>\ufeff<\/td><\/td><\/td><\/td>\ufeff<\/td><\/td><\/td><\/tr>
Streaming\/CTV<\/td>\ufeff<\/td><\/td><\/td><\/td>\ufeff<\/td><\/td><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

In-App Inventory<\/h4>\n\n\n\n
Media Type\/Device<\/td>PC<\/td>Phone<\/td>Tablet<\/td>CTV<\/td>Connected Device<\/td>Set Top Box<\/td>Creative Types<\/td><\/tr>
Display<\/td><\/td>X<\/td>X<\/td><\/td><\/td><\/td>Display, HTML5, Native<\/td><\/tr>
OLV<\/td><\/td>X<\/td>X<\/td><\/td><\/td><\/td>Video<\/td><\/tr>
Audio<\/td><\/td>X<\/td>X<\/td><\/td><\/td><\/td>Audio<\/td><\/tr>
Streaming\/CTV<\/td><\/td><\/td><\/td><\/td><\/td><\/td><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Streaming\/CTV In-App Inventory<\/h4>\n\n\n\n
Media Type\/Device<\/td>PC<\/td>Phone<\/td>Tablet<\/td>CTV<\/td>Connected Device<\/td>Set Top Box<\/td>Creative Types<\/td><\/tr>
Display<\/td><\/td><\/td><\/td><\/td><\/td><\/td><\/td><\/tr>
OLV<\/td><\/td><\/td><\/td><\/td><\/td><\/td><\/td><\/tr>
Audio<\/td><\/td><\/td><\/td><\/td><\/td><\/td><\/td><\/tr>
Streaming\/CTV<\/td><\/td><\/td><\/td>X<\/td>X<\/td>X<\/td>Video<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Combined Inventory<\/h4>\n\n\n\n
Media Type\/Device<\/td>PC<\/td>Phone<\/td>Tablet<\/td>CTV<\/td>Connected Device<\/td>Set Top Box<\/td>Creative Types<\/td><\/tr>
Display<\/td>X<\/td>X<\/td>X<\/td><\/td><\/td><\/td>Display, HTML5, Native<\/td><\/tr>
OLV<\/td>X<\/td>X<\/td>X<\/td><\/td><\/td><\/td>Video<\/td><\/tr>
Audio<\/td><\/td>X<\/td>X<\/td><\/td><\/td><\/td>Audio<\/td><\/tr>
Streaming\/CTV<\/td><\/td><\/td><\/td>X<\/td>X<\/td>X<\/td>Video<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n
KPIs & Attribution<\/td>Web<\/td>Mobile-Web<\/td>Mobile In-App<\/td>OTT\/CTV<\/td>Combined<\/td><\/tr>
CTR<\/td>X<\/td>X<\/td>X<\/td><\/td>X<\/td><\/tr>
CPC<\/td>X<\/td>X<\/td>X<\/td><\/td>X<\/td><\/tr>
Viewability<\/td>X<\/td>X<\/td>X<\/td><\/td>X<\/td><\/tr>
Post-Click Conversions<\/td>X<\/td>X<\/td>X<\/td><\/td>X<\/td><\/tr>
Post-View Conversions<\/td>X<\/td>X<\/td><\/td><\/td>X<\/td><\/tr>
CPA<\/td>X<\/td>X<\/td>X<\/td><\/td>X<\/td><\/tr>
IP Conversions<\/td>X<\/td>X<\/td>X<\/td>X<\/td>X<\/td><\/tr>
Foot Traffic Conversions<\/td>X<\/td>X<\/td>X<\/td>X<\/td>X<\/td><\/tr>
Video Completion Rate<\/td>X<\/td>X<\/td>X<\/td>X<\/td>X<\/td><\/tr>
Listen Through Rate<\/td>X<\/td>X<\/td>X<\/td><\/td>X<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n
Device Targeting<\/td>Web<\/td>Mobile – Web<\/td>Mobile In-App<\/td>OTT\/CTV<\/td>Combined<\/td><\/tr>
Person Computer<\/td>X<\/td><\/td><\/td>X<\/td>X<\/td><\/tr>
Mobile Phone<\/td><\/td>X<\/td>X<\/td>X<\/td>X<\/td><\/tr>
Tablet<\/td><\/td>X<\/td>X<\/td>X<\/td>X<\/td><\/tr>
Connected TV<\/td><\/td><\/td><\/td>X<\/td>X<\/td><\/tr>
Connected Device <\/td><\/td><\/td><\/td>X<\/td>X<\/td><\/tr>
Set Top Box<\/td><\/td><\/td><\/td>X<\/td>X<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n
Inventory Targeting<\/td>Web<\/td>Mobile – Web<\/td>Mobile In-App<\/td>OTT\/CTV<\/td>Combined<\/td><\/tr>
App List<\/td><\/td><\/td>X<\/td>X<\/td>X<\/td><\/tr>
Site List<\/td>X<\/td>X<\/td><\/td><\/td>X<\/td><\/tr>
Contextual AI<\/td>X<\/td>X<\/td><\/td><\/td>X<\/td><\/tr>
Deal<\/td>X<\/td>X<\/td>X<\/td>X<\/td>X<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n
Audience Targeting<\/td>Web<\/td>Mobile – Web<\/td>Mobile In-App<\/td>OTT\/CTV<\/td>Combined<\/td><\/tr>
Creative Audience<\/td>X<\/td>X<\/td>X<\/td><\/td>X<\/td><\/tr>
Device ID Targeting<\/td>X<\/td>X<\/td>X<\/td><\/td>X<\/td><\/tr>
Geofencing<\/td><\/td><\/td>X<\/td><\/td>X<\/td><\/tr>
Geoframed<\/td><\/td><\/td>X<\/td><\/td>X<\/td><\/tr>
Liveramp CRM Audiences<\/td>X<\/td>X<\/td>X<\/td><\/td>X<\/td><\/tr>
Remarketing<\/td>X<\/td>X<\/td>X<\/td>X<\/td>X<\/td><\/tr>
Third-Party Audiences<\/td>X<\/td>X<\/td>X<\/td>X<\/td>X<\/td><\/tr>
Zip Code Targeting<\/td>X<\/td>X<\/td>X<\/td>X<\/td>X<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

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