{"id":7112,"date":"2022-01-27T20:39:35","date_gmt":"2022-01-27T20:39:35","guid":{"rendered":"https:\/\/wiki.pontiac.media\/?docs=art-documentation\/audience-research-tool-art\/art-report-data"},"modified":"2025-06-11T20:54:34","modified_gmt":"2025-06-11T20:54:34","slug":"art-report-data","status":"publish","type":"docs","link":"https:\/\/wiki.pontiac.media\/?docs=art-documentation\/audience-research-tool\/art-report-data","title":{"rendered":"ART Report Data"},"content":{"rendered":"\n

Key Audience Insights<\/strong><\/h4>\n\n\n\n

The highest positive deviance section of the ART report will display the key characteristics that are the most defining demographics or interests for your audience:<\/p>\n\n\n\n

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The lowest negative deviance section of the ART report will display the key characteristics that are the least defining demographics or interests for your audience:<\/p>\n\n\n\n

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Site Traffic Analytics <\/strong><\/h4>\n\n\n\n
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Referring URL<\/strong><\/h4>\n\n\n\n

The Referring URL section of the report will provide additional website analytics, displaying the URL that the user was on when the pixel load occurred. <\/p>\n\n\n\n

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Geographic Data<\/strong><\/h4>\n\n\n\n

Once your report has generated, you will see a heat map displaying the geographic areas where your site traffic comes from. Below the map, there is a list of states and the percentage of website visitors that come from each state. Expand each state to see the percentage of traffic at the zip code level, their populations and number of households.<\/p>\n\n\n\n

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Demographic Data<\/strong><\/h4>\n\n\n\n

ART will create a report of the selected data categories utilizing U.S. Census data and the geographic data generated by your IP pixel. The report will be broken down into sections by \u2018Concept\u2019 and each concept will contain several graphs. For example, the Concept \u2018Households\u2019 will display graphs with the number of children present, the martial status, the household income and the size of household in the zip codes that your users come from.<\/p>\n\n\n\n

Each graph will display the % of users in that zip code for each demographic category, as well as compare that percentage to the national average. A zip code is considered ‘exceptional’ in a specific category if the % of users in this category is higher than the national average. In this example below, the zip code selected over-indexes for household income of $200,000 or more as 11.03% of individuals fall into this bracket, while the national average is only 8.19%.<\/p>\n\n\n\n

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Use the \u2018View Deviance\u2019 button to view the deviance for this zip code from the national average. The higher the deviance, the more exceptional a zip code is for a specific demographic:<\/p>\n\n\n\n

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Political Data<\/strong><\/h4>\n\n\n\n

Political Data is also available for the 2020 presidential election. This data comes from Harvard Dataverse.<\/p>\n\n\n\n

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Interest Data<\/strong><\/h4>\n\n\n\n

Through AI-based contextual analysis, Pontiac identifies categories of content consumed by zip code across the U.S., then matches this data to the zip codes of your existing audience for insights into the topics your website visitors are reading about. Leverage interests in content to develop cookieless contextual targeting strategies that are most relevant to your target audience. For example, in the below report the Advertiser’s audience is showing above average interest in Career Advice:<\/p>\n\n\n\n

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Inventory Data<\/strong><\/h4>\n\n\n\n

In the Inventory Data section of reports you can review the specific CTV networks, publishers, channels, series, episode titles & apps that your audience is currently watching. Our CTV Bidder provides the capabilities for targeting down to the channel level, so these are all actionable insights. Build detailed CTV targeting plans to serve ads across the inventory your audience watches the most.<\/p>\n\n\n\n

Here is a sample model for CTV Network viewership for Mother’s in Louisiana with high household income that are showing interest in boating: <\/p>\n\n\n\n

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Lookalike Modeling through Zip Code Correlation<\/strong><\/h4>\n\n\n\n

By building a look-a-like model from your existing web traffic, the geo selected or the interest category, the report will output a list of new zip code targets that are most closely matched to your existing audience across the categories and characteristics selected. Select ‘Publish Audience’ at the bottom of the report to create a cookieless targeting solution across all channels and media types – from Display and CTV to Digital Out of Home. Reports will also include the population and number of households in each zip code to provide insight into the potential audience size.<\/p>\n\n\n\n

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