Getting Started

Entry Fee: One-time $100 to gain immediate access to the system, our premium Proprietary Programmatic Trading wiki, and the ability to fund an advertising campaign.
This $100 includes any relevant sales tax.

Software User Licensing Fee: The Pontiac platform operates at a 20% margin on the media delivery spend. This is a usage-based fee for access to the Pontiac buying and artificial intelligence (AI) optimization platform.

Minimum User Fee: $25 per month to retain access to the platform, your delivery data, and the Proprietary Programmatic Trading wiki. There is also smaller-scale free wiki available. The Minimum User Fee will be waived if your monthly Software User Licensing Fee referred to above is met or exceeds $25.00. This $25 includes any relevant sales tax.

Creative Upload Fee: Each creative unit upload will incur a $2.00 fee. Max file size is 40KB. This $2.00 fee includes any relevant sales tax.

Pontiac is a "pay upfront" model. All media must be pre-paid in advance via an approved credit card.

Once you read the Pontiac End User Licensing agreement, check off that you agree with the terms, and fill out and submit the ‘sign up’ form, it will be sent to Pontiac Intelligence for review. With qualification, you will be sent your login credentials.

The Pontiac platform requires every user to fund their seat before they can start buying ad space or viewing the premium Proprietary wiki. You will be unable to purchase ad space until you enter money into your account.

Entry Fee:

The first $100 is used to cover the initial one time Entry Fee. If, for example, you initially deposit $300 into your account, you will have $200 remaining to purchase media.

Software User Licensing Fee:

The 20% margin usage fee is applied to the all-in cost of media. The all-in cost includes any fees Pontiac occurs in the actual procurement process, such as third-party bidder fees, credit card processing fees, exchange fees, data fees, and other fees that t are incurred prior to the publisher receiving payment for their specific ad units. All of these fees, if incurred, are bundled into the CPM the Pontiac seat user pays, which will include the Pontiac 20% margin usage fee.

Minimum User Fee:

Your credit card will be charged $25 on the first day of the month following your Pontiac seat’s establishment. For example, if you pay your $100 Entry Fee on January 10th, on February 1 and on the 1st of every month thereafter, your credit card will be charged $25. This fee is waived if your Software User Licensing Fee meets or exceeds $25.00.

The Pontiac Platform AI engine has been built to optimize to either click thru rate (CTR) or cost per action (CPA) performance metrics. CTR optimization is often used to drive web users to a landing page or web site home page. CPA optimization is used to drive web user to take any number of actions such as buying a product, downloading a coupon, or entering an email address. These actions are also often referred to as "conversions." You will be given the option to select one of these (CTR or CPA) as your objective from a dropdown menu for each line item in your ad campaign.

The CPA effort is a more complex execution and will require an ability to track frequency and volume of events or actions by a web user. These events are tracked by what’s commonly called "cookies", tags, or pixels. Essentially every ad unit that is exposed to a web user will drop a cookie in the user’s web browser enabling Pontiac to create a database of the ad exposed users. If and when this same user visits the web page where the desired action takes place a match will be made and recorded in the database between exposure and action. This matching is referred to as attribution.

This tracking requires the advertiser/marketer/growth-officer/developer to place a piece of code on the conversion page of the website. This will allow our system to attribute conversions correctly. The code is simply a 1x1 image which is called upon the conversion. For example, if there is a THANK YOU Page after the event has occurred this is appropriate location for the 1x1 to be place. This can be embedded in the header, body or footer of such Page.

On the CTR side, if you are using a button we also provide Javascript code to be used upon clicking such button. This is included in the Wiki documentation. Also, Shopify and other e-commerce platforms can accept our pixels. If you are having trouble please contact us.

The cookies (1x1’s) in addition to event tracking are also used for REMARKETING also known as retargeting. This is an absolute must have to improve campaign performance. Remarketing creates a pool of hand raisers where web users who visit of page of interested have cookies dropped in their browser. These cookies turn into user ID numbers which enable Pontiac to target ads this this specific group of hand raisers. This like the conversion tracking element above requires the marketer to place a bit of simple code on the page

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Choosing Pontiac Intelligence

The AI aspect of Pontiac creates a fully automated optimization function that enables even novice digital media buyers to see outstanding results. Pontiac is built to work for all types of companies and initiatives. There are typically three types of buyers, which we describe below. We have designed the platform to be friendly and compatible for all levels.

  1. Small and Medium Business (SMB): These companies typically have small staffs, are in their early stages of development, and maintain limited historical advertising engagement. Often a single person is in charge of growing the business.

  2. Established business with a defined advertising history: In this case, there is usually a defined marketing strategy and the company is seeking out stronger performance outcomes in digital ads.

  3. Ad Agency: Ad agencies seeking to offer their clients strong programmatic digital media opportunities in both prospecting and remarketing are a perfect fit. These agencies can launch dozens of campaigns across a wide array of client types with very limited staffing needs due to the automation of Pontiac.

Pontiac is a fantastic display performance product that is easy for a novice digital media buyer to use because of the AI that can nearly fully automate execution. As you become a savvy ad buyer, you should keep in mind that remarketing is the most efficient targeting strategy available on the Internet.

Facebook and Google both have fantastic self-service platforms and are also great places for a small business owner to start. Sometimes they also see great results on Amazon and Yelp, depending on the type of business.

If you want to start with a remarketing strategy through Pontiac, we support that wholeheartedly.The tools and optimization offered by Pontiac can find their way into any strong marketing strategy, and we hope you give it the chance it deserves. Note that if the traffic to your website pages is low, remarketing will be limited in scalability— however, Pontiac serves as an incredibly efficient tool for driving the users who are most likely to make purchases to websites that see a good deal of traffic.

Display advertising is not search advertising or advertising on specific platforms such as Facebook or Amazon. Display advertising includes placing advertisements into boxes on the open Internet. Banner ads are not considered intrusive. They are best when they are simple, static images that will load quickly across websites. Usually, banner advertising is accepted as a tactic to help drive overall product recognition or awareness and help increase the amount of search traffic. Done correctly, it can drive quality website traffic and post-click conversions, or conversions driven by users clicking on the ads and buying/signing up.

If it did not work, we would not be here. Our technology is in demand because companies see successful display advertising campaigns. Online publishing is an enormous business, with over 10,000 publishers who are successful in the United States alone. We are providing you clear access to the majority of the Internet.

Performance advertising is not a short-term investment. Even if you only spend $30 per day, you still need to give your campaign two to eight weeks to become a positive investment. Our algorithm continues to learn over time and only serves ads to users likely to convert. To see success, you must first allow a strategy to run untouched for several weeks. Essentially, the algorithms need to "learn" their way into finding good users to target. They learn from "events" such as clicks or purchases.

There are indicators that you can check to see how Pontiac optimizes your advertising to a profitable position. If you are running a remarketing campaign, you should start to see your first conversions by the end of week one. By the end of week three, significant overall performance improvements should clearly indicate that at some point in the future the campaign will be profitable.

Describing Pontiac

Pontiac is a digital media platform built with state-of-the-art artificial intelligence (AI) capabilities at its core. Although it is a self-service tool, it has been designed for a nearly fully automated execution with a focus on remarketing and prospecting strategies. In addition to the AI automation, Pontiac is also designed to help tell the story of how it actually drove outcomes over time. Pontiac will record and expose the specific optimizations it makes to your campaign, along with the resulting impacts.

In programmatic media industry terms, Pontiac is considered a self-service Demand Side Platform, or DSP. However, unlike many other DSPs, it is credit card payment-enabled. Pontiac intends for the advertiser to set up online advertising campaigns to spend a specific amount of money over a specific amount of time and serve ads to a targeted group of users on the Internet. Pontiac offers the ability to use both banner and video creatives in campaigns.

If you are looking to set up a basic remarketing campaign, we offer the strongest solution. You can read more about our remarketing offerings under the "Using Pontiac" subsection "Setting up a campaign" in this wiki.

Users can take advantage of the ability to control the targeting across the following:

  • Website (URL) and App

  • Operating system device

  • Geography (country or region (State in US) or DMA (USA only) or postal code or lat-long)

  • Time of Day

  • Exchange (Seller) (Google, Microsoft, Yahoo, AppNexus, Index, Rubicon, Pubmatic, OpenX, and others)

  • Audience (third-party and first-party user data)

  • Pixel (set up advanced remarketing strategies)

  • Pontiac will drive the highest ROI for online marketers.

  • Pontiac has relationships with 1,000+ publishers with over 200+ private marketplace arrangements.

  • We do a great job at remarketing. Pontiac optimizes to performance and the websites and geographies that are driving the highest return on investment.

  • It works very well at prospecting. Our algorithm focuses on performance and we have built a solution which explicitly "tells the story," or explains how the algorithm is making changes.

Pontiac is a basic DSP used for buying inventory through the open RTB programmatic marketplace. Pontiac optimizes to ensure that the user is bidding highest on active, high-value users, and bidding far lower on users who have not displayed high-value web behavior. The AI makes all the decisions to ensure you get the highest ROI.

We highly recommend you read our whitepapers in the wiki Programmatic 101 section to learn about the history of programmatic advertising. The following section explains how programmatic advertising works via buying on the exchange.


Pontiac’s parent company, Programmatic Mechanics LLC, helped produce these images andtherefore you see the wrench (logo) associated with that company in the corner of each of the images.

These are example publishers— we do not guarantee access to inventory on any or all of the publishers in the following diagram. The advertisers shown are fictional, and the publisher list is intentionally blurred.

This is the basic description of all players involved in the programmatic exchange ecosystem. Display, native, video and mobile in-app ads all use the open RTB exchanges to help monetize inventory.

The middle area (the DSP and SSP, or the "Exchange") utilizes complex technology, high speed processors, and Hadoop capabilities across the web to create a fair and open auction environment.


Pontiac is Artificial Intelligence

The vision for Pontiac started with a conversation among the leadership at Programmatic Mechanics about the need for optimization that was stronger and faster than that we found on the major DSPs. Another issue they identified was that everyone was using the same algorithm that inhibited "beating" the average performance. Programmatic Mechanics set out to harness its independence in order to build an algorithm to drive faster results. Additionally, Programmatic Mechanics can optimize without bias because we have zero loyalty to any specific publisher.

Programmatic Mechanics’ development team succeeded and Pontiac, an artificial intelligence that works excellently for prospecting and remarketing, was born. Pontiac was initially conceived as a tool for internal use, but following its success in the winter of 2015 we decided that a user-interface could take it to the next level. The goal was to make leveraging the power of AI for display advertising accessible for the average user.

Algorithms are cool! How can I visualize?

The Pontiac development team was able to use our deep understanding of programmatic media optimization as a fundamental foundation from which to build. The solution aims to be the most efficient and see the highest return on the client’s investment. One final and additional capability we created was the ability to tell the optimization story. This is not found in any other DSP. This capability provides the user detailed feedback on what specific performance enhancement changes are made with each optimization endeavor.

Below you can see some of our platform’s optimization breakout.

As the line runs, optimization 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, and consistently reevaluates the distributed budget percentage of each depending on its predicted performance.

The categories within lines are named in a manner intended to describe what was changed. “NetSol_LatLong_3 Opt Base_AL_comicbook.com_74_14031400” (which has 11% of the budget allocated toward it but has not won any impression auctions yet) is a sub-line that targets the state of Alabama on the site at a specific placement ID, 14031400 on behalf of the advertiser NetSol’s line “LatLong_3.”

You are able to break down the sub-lines created by the AI in order to see the established parameters and the changes in budget allocation and bidding strategy made to that sub-line over time. Two of the sub-lines created are blacklists that exert extra control over the sites and sellers being targeted. The first “NetSol_LatLong_3 Opt Base_BlackList” seen above lists the two sellers that are performing well and whitelists them, so that the sub-line purchases only on those sellers. However, the sites that are listed are blacklisted. Thus, the first blacklist sub-line is only purchasing through the listed sellers, and is not purchasing through the listed sites. The second blacklist seen here sells through all thirteen sellers, but has the same sites blacklisted. As performance varies across sellers, the percent of the budget allocated between these two lines will change as well. Notice that the blacklist with two whitelisted sellers initially had only 5.5% of the budget allocated toward it on November 12, but by December 17 had 10.1% of the budget. The blacklist that only had the sites blacklisted and allowed for all sellers saw change in the other direction.

The platform describes the algorithms’ decisions and provides a full history of all the changes and allocations it makes to find the best performing inventory. It is designed to provide the story on top of the performance.

Using Pontiac Intelligence

  • After you fund your account and it is confirmed, move back to the Advertisers tab.

  • Please click "New Advertiser."

  • Pontiac will ask you for a name:

  • After you have created the advertiser, their name will appear in your list of advertisers.

Navigating Advertisers

The Advertisers tab allows you to see all of the companies for which you are running campaigns.

  • You can use the “search” tab to find specific advertisers and a brief overview of their relevant details on the first page.

  • Click on an advertiser’s name in order to see more details about them, including associated lines, creatives, and pixels.

  • While clicking on each section allows you to see current and past details, the red buttons on the right allow you to add elements to that advertiser.

  • Selecting New Line gives you the ability to add a new line to the advertiser.

  • You will be prompted to fill out a number of relevant details about the line.

Creating a Line

  • Fill out the Name of the campaign. This often includes the strategy, the creative size, and the geography, such as: Prospecting_300x250_zip=12308.

  • Pontiac ID will be handled by Pontiac.

  • The KPI refers to the Key-Performance Indicator, or "the target metric on this campaign" or "the goal." KPI will give you three options: CTR, CPA, and vCTR. As your campaign runs, Pontiac’s algorithms will optimize targeting according to the KPI that you select here:

    • CTR: Click-Through Rate describes how many people who were exposed to the advertisement actually clicked on it. It is ideal for small campaigns.

    • CPA: Cost Per Action calls for you to place a conversion pixel on a webpage. We then utilize the algorithm to optimize to these conversions on a click or view basis defined by the slider bar titled CPA Weighting, which will appear in the bottom-right corner of the line setup. We utilize the algorithm to optimize to these conversions on a click or view basis defined by the slider bar.

    • vCTR: Viewable Click-Through Rate means the ads will be served to those whoare both most likely to view the ad and click on it when they do.

  • The Active box allows you to toggle between having the line be actively purchasing or not.

  • Select the Start and End Dates for the line.

  • You have the option to either Budget by Spend or Budget by Impressions, meaning that you get to select your priority for pacing.

    • Budgeting by spend means that you will spend the Lifetime Cost number that you input with the estimated number of impressions being variable.

    • Budgeting by impressions means that you will purchase the specified Lifetime Impressions with the estimated cost being variable.

  • The Budget Multiplier is used to cover 3rd party discrepancies. If you are measuring your success or billings via a DoubleClick 3rd party tag, we recommend using 1.05 or 1.1 as the multiplier. This means you will serve 1.05x (or 1.1x) your goal to ensure you cover the discrepancy against the 3rd party tag.

    • Select Allow Dynamic Budget Multiplier if you would like Pontiac to automatically adjust the budget multiplier on your behalf based on the spending patterns that it detects.

  • Frequency Caps are used to specify the maximum number of times that an individual will be targeted by the line over the course of a single day and over the course of the line’s life. Input “0” if you do not want any cap.

    • Select Allow Dynamic Frequency to allow Pontiac to remove the frequency caps in cases where the line is underdelivering.

  • Bid Data gives you control over the line’s bidding prices.

    • Base Bid is the number at which the line will normally bid.

    • Min Bid and Max Bid are the lower and upper bounds of bid price.

  • The Optimization Schedule specifies the days on which Pontiac’s AI algorithms will make changes in the allocation across Sellers, Sites, Geo’s, and Placement IDs. In addition, it may make changes in bid rate and budget.

    • We recommend selecting Wednesday as the day for optimization. Once a week creates the simplest and best sensibility.

    • If the campaign is short then we recommend Monday & Friday.

    • The frequency of optimization is mainly dependent on daily spend volume. Lower spend volume translates into lower frequency of optimization. The AI engine requires enough data (KPI events) to efficiently deliver.

Targeting a Line

  • Before you save your new line, you have the option to adjust the targeting options. The automatic specifications are listed for you.

  • You can select “Edit Targeting” to make changes.

  • The Sellers tab allows you to remove sources of publishers, including exchanges and ad networks, from which you do not want to purchase. Click the red circle to the left of the seller’s name to remove them from your options.

  • Pontiac has already carefully selected thirteen sellers that will be allowed to participate in our auctions. Many of the sellers you might see in other DSPs may not be available in the Pontiac default menu.

  • Geo allows you to select the geographies you wish to target. Toggle between countries, regions (states in the US), and DMAs (US only) on the upper left to view targeting options. Add areas by selecting the green button to the left of the name. The AI engine only takes into account region on optimization. You also have the ability to target locations through Zip Codes and GPS, which will be covered shortly.

  • Day Parting allows you to control the time of day your ads will be served. You can uncheck specific days on which you do not want your ad to be served, and can use the sliders on checked days to specify the time intervals during which you want to buy.

  • Site Lists and App Lists allow you to select inventory lists, or whitelists. This can include lists created by Pontiac or lists that you create in the “Inventory” tab of the console. If you add an app or site list(s), you will only purchase inventory from the apps and sites in that list(s).

  • Zip Codes allows you to target only within the zip codes that you specify.

  • Inventory allows you to choose the types of supply and operating systems on which you purchase. For example, if you do not wish to serve ads to people using browsers on their phones or on Apple computers, you have the option to specify as such.

  • GPS lets you pick a specific lat-long coordinate on the map and target any custom radius around that point.

  • Save when you feel satisfied with your selected targeting options.


You are able to associate creatives with your advertiser in this section, in addition to creating and targeting lines.

  • Name the creative. We recommend the image type UNDERSCORE ("_") Campaign UNDERSCORE ("_") Size. For example: Discount_Remarketing_160x600</p>

  • We will fill out the Creative ID field.

  • Choose the size of the ad. Pontiac currently supports these listed sizes. If you need a size not listed, please contact us.

    • 300 x 250

    • 160 x 600

    • 300 x 50

    • 300 x 600

    • 320 x 50

    • 320 x 480

    • 728 x 90

    • 970 x 250

    • 320 x 100

    • 640 x 480

    • 970 x 90

  • Select the type of creative that you are using. For a Hosted Banner advertisement:

    • Enter the click-through URL you are using for the creative. Please utilize UTM source codes.

    • Choose the image file of the size you selected which represents the brand.

    • Click save when you have specified the details.

  • For a Hosted HTML5 advertisement:

    • Click “Choose File” and browse your computer for the desired HTML5 file. Note that this must be a .zip file containing a complete HTML index.html file in its root (not within a subfolder) with only secure external resources (https).

    • Enter the landing page URL into Click URL.

    • Save when you have specified the details.

  • For a Third Party advertisement:

    • Enter the 3rd party HTML tag.

    • You must include the AppNexus Macro, ${CLICK_URL_ENC} to ensure we correctly click track.

    • Please contact us to ensure this is correctly tracking clicks after you upload the tags. This is an example HTML tag from DoubleClick:

    • After you have uploaded the creative we need to ensure it is correctly tracking clicks.

    • Contact us with the Creative ID as soon as you upload the tag (or tags, if it is in a set).

  • For a Third Party Video advertisement:

    • Enter the VAST 4.0 tag provided by your ad server.

  • Once you have uploaded your creative, you can select third party pixels with which you want it associated.

  • In order to have third party pixels that you can select to apply, you need to create them for the advertiser. The Advertisers section following Creatives, Third Party Pixels, allows you to do that.

Third Party Pixels

Third party pixels are pixels supplied by outside sources that can allow you to collect extra data about your advertisements. An example of a popular third party pixel is a viewability tracker, which is supplied by companies such as DoubleVerify and IAS.

  • Click the New Third Party Pixel button in order to add any kind of third party pixel to your advertiser.

  • After you name your pixel, select the Format of the tag with which your third party provider gives you.

    • The supported formats include raw-js, url-html, url-js, and url-image.

  • Paste the tag into the Content box and click save to add the pixel to your Pontiac account.

Conversion Pixels

The final two sections of the Advertisers tab allow you to create associated conversion and segment pixels.

  • Conversion pixels track whether an action was completed by someone who viewed or clicked on the ad.

  • Give your conversion pixel a Name.

  • The Pixel ID and Advertiser ID fields will be completed by Pontiac.

  • Trigger Type allows you to determine an individual’s relationship with the ad before the conversion took place.

    • “Hybrid” means that the person either viewed or clicked on the ad before ultimately taking the action.

    • “View” means that the person viewed the ad but did not click on it, and reached the conversion stage some other way.

    • “Click” means that the person specifically clicked on the ad, and that resulted in the conversion taking place.

  • Conversion pixels are often placed on the Thank You page or in the Shopping Cart part of a website to measure how many users reached this location. For early-stage advertisers, we recommend creating a conversion pixel for the campaign’s landing page to optimize to driving traffic to the start-up’s website. This pixel needs to be placed on the page that is measuring the campaign’s performance against your KPIs (Key Performance Indicators), including CPA and CTR.

  • After you create the conversion pixel you will get both the image version and the JavaScript version. Be aware that it may take several minutes for the pixel to be created.

  • Click the name of the conversion pixel to get the JavaScript and image code.

  • Usually, clients implement the image conversion tag on a Thank You page or in the Shopify conversion application.

Segment Pixels

Segment pixels are used to remarket to individuals who visit the site all over the Internet. It is best to create a separate remarketing pixel for the shopping cart area so we can ensure we highly remarket to that specific audience.

  • Name the pixel.

  • Pontiac will input a Segment ID and Advertiser ID for you. Click save to create the pixel.

  • After you create the segment pixel, you will get both the image version and the JavaScript version. Be aware that it may take several minutes for the pixel to be created.

  • This code should be included in the header, body, or footer of the webpage that you want to track.

Flight Metrics

When you have already created a line and want to look into its delivery metrics, you have the ability to see what is happening by selecting Flight Metrics after clicking on the name of the line.

  • Here you can view details associated with your line’s flight, including pacing, impressions, spend, clicks, and conversions.


When viewing a line, you also have the ability to see performance over time. You can select two variables to view at once, from a list that includes:

  • Impressions

  • Clicks

  • Post-view conversions

  • Post-click conversions

  • Conversions

  • Cost

  • Cost per action

  • Cost per click

  • Click-through rate

  • Viewable click-through rate

  • View measured impressions (impressions that could be measured for viewability, regardless of whether or not they were viewed)

  • Viewed impressions (impressions that were able to be measured for viewability and were confirmed as viewed)


The final category within a line is Optimization, which allows you to see exactly what changes Pontiac’s algorithms made to your bidding strategy over time.

The Targets column lists the specifications that the algorithm has established for that sub-line. This section can be a little difficult to understand, but all of the information you need to interpret optimizations is provided here.

  • Sellers: These sellers have been whitelisted by the algorithm. There are normally thirteen sellers from which Pontiac purchases. If fewer than thirteen are listed under Sellers (no “13 total ...” is written), then the ones that are listed are the only sellers from whom the sub-line is purchasing. Inventory is being purchased by the sub-line from any exchange that is listed under Sellers.

  • Sites: You must check the name of the sub-line in order to understand what this site list mean. If the name ends with “BlackList,” that means that site(s) have been blacklisted by the algorithm. Inventory is being purchased by the sub-line from any site that is not listed under Sites. However, if the name does not end with “BlackList,” (such as, in this case, NetSol_LatLong_3 Opt Base_TX_comicbook.com_74_14031400), then the site(s) listed are whitelisted by the algorithm. Inventory is being purchased by the sub-line from any exchange that is listed under Sites. Note: The blacklist distinction is unique to Sites. For a sub-line named as a blacklist, only the sites listed are blacklisted. Any other included category list is a whitelist.

  • Placements: These are specific placement IDs on a website that the algorithm is interested in targeting. If one of these is listed, it means that the sub-line will only purchase a specific inventory spot from a specific website.

  • Sites:

Click on a sub-line in order to see the day it was created and any changes in its budget and bid prices since the launch of your line.

The first day listed sees the “add” action take place, which is when the algorithm created that sub-line. “Opt” actions taken after it describe times that the algorithm decided to make changes to the sub-line, such as changing budget allocation or bidding strategies, all of which can be seen described in the columns. Note: the numbers written in the “% Of Budget” column are written as a fraction of 1 rather than 100. “0.573” means that 57.3% of the budget was allocated.

You can also find a holistic view of optimization across lines within the Advertisers home page. Press the dropdown menu within an advertiser to see the lines, and press the dropdown menu within a line in order to see the sub-lines created by optimization algorithms.

Here, you are provided with a brief overview of the current state of the sub-lines created by the optimization. You can find:

  • Daily budget impressions

  • Daily budget spend

  • % of budget allocated

  • Number of impressions served

  • Dollars spent

  • Clicks

  • Conversions

  • Cost per mille

  • Click-through rate

  • Cost per click

  • Cost per action

The “Opt Base” type of sub-line, highlighted in blue, is the sub-line that has not had any changes made to it via optimization. It will always exist for the line, but budget allocation may change for it over time.

The name of the line provides insight into what changes are made during the optimization process. Let’s look at the name:

“NetSol_LatLong_3 Opt Base_AL_comicbook.com_74_14031400”

Every sub-line within a line will begin the same way: with the name of the advertiser (in this case, NetSol) and then the name of the line (in this case, LatLong_3). The description of the optimization begins with “Opt Base_” and then the following details, if adjusted as part of the optimization, will be listed with underscores in between:

  • State

  • Site or app

  • Seller ID

  • Placement ID

The rest of the sub-line in this example indicates that Alabama (AL) is being targeted through the site at a specific placement ID.

The Inventory tab allows you to create inventory lists that you can apply to any of your advertisers and lines. Inventory lists are whitelists that, when applied, allow your ads to only target the domains that you list.

Site lists are lists of website domains that you may wish to specifically target. Click the dropdown to see both site lists that you have created, and site lists that Pontiac has pre-made that might fit your interests.

If the list ends with (PONTIAC), it means that Pontiac has made the list for you to use. Click the name of a list in order to see what domains it allows.

You are able to add domains to the listed ones and save the list as your own.

  • In order to create your own site list, select New Site List.

  • Create a name for your site list

  • Write a comma-separated list of domains on which you want your ads to be served

  • Save the list when you are finished

An App List works the same way as a Site List, but it specifies applications on which ads are allowed to be served rather than websites.

Pontiac provides many pre-made app lists, which you can view by clicking on the name.

  • Apps are identified by their Android or iOS IDs and then a number (3 and 2 respectively) that states the operating system for the ID.

  • You may add to the lists, or create your own lists, by following the structure shown above.

Custom Audiences

Custom Audiences is a powerful tool for targeting.

Once you click New Custom Audience, you will be prompted to fill out a Name for your audience (the ID will be handled by Pontiac). You have a number of options for targeting:

  • Device IDs

  • IP ranges

  • Zips

  • Lat Long

After selecting the targeting metric, you will be prompted to list the specifications about the audience.

  • For Device IDs, list the exact IDs on each line

  • For IP ranges, list the [start ID],[end ID] on each line

  • For zips, list the [zip code],[country code] on each line (with the option to view country codes within the platform)

  • For lat long, list the [latitude],[longitude],[radius] on each line

After creating your custom audience(s), you will be able to add them to your lines by selecting Associate Custom Audience within Custom Audiences in a line once you click the Setup dropdown menu.

Third Party Audiences

Third Party audiences are user segments that have been identified by 3rd party data providers as people who likely fit into certain categories that you might be interested in targeting. Pontiac currently has nearly 6,000 audiences that you can target across the web.

  • Use Select Category to view targeting options broken down by specific categories, such as age and gender, ethnicity, food, law, interests, and weather conditions.

  • Use Select Type to view targeting options based on different kinds of targeting, such as behavioral, contextual, viewability, and language.

  • Use Select Provider to view targeting options from specific data providers, such as ShareThis, TruSignal, and DoubleVerify.

  • Use Search to find segments containing certain keywords.

Scroll all the way to the right in order to see the cost of applying the segment. Note that this is done on a CPM basis— if the cost says $0.60, you will pay an extra $0.60 for every 1,000 views the ad receives.

If you want to associate an advertiser with a specific audience segment, click the Associate button, select the advertiser that wants to target that segment, and click associate.

On Boarded Audiences

On boarded audiences include first-party data stored in Data Management Platforms, including LiveRamp, Nielsen, Oracle, and other providers in the space. Pontiac clients can onboard CRM data into LiveRamp to target users across the open Internet.

  • The first step is for you to create a Pontiac Intelligence Account, speak with your Pontiac account manager, and sign a LiveRamp addendum. Pontiac will then create a LiveRamp account on your behalf.

  • You can onboard CRM data through LiveRamp in the form of:

    • Email addresses

    • Phone numbers

    • First names, last names, and postal addresses

  • Once you have pushed your data into your LiveRamp account, you will contact the Pontiac team and we will allow you access to the audience through our platform.

  • Pontiac will then target your audience using our algorithms.

At the moment reporting is only available through the interface in the PERFORMANCE AREA of the Line Items. Please contact us for more in-depth reporting options.

Here is how you can see the reporting by day to identify the costs:

Pontiac offers an enhanced pacing report page with colorized pacing and performance columns designed to highlight the most important information. The pictures below describe the information available within this section of the interface.

We have outlined a number of targeting strategies that you may want to consider adopting or modifying for your lines.

We typically recommend targeting people within the following time intervals:

Two basic and effective strategies are remarketing campaigns and prospecting campaigns. Remarketing campaigns target people who have visited your site before, allowing you to reach those who are most likely to be interested in going back to it. Prospecting campaigns target people who have not visited your site before, allowing you to raise awareness of your site and attract new visitors. Here are step-by-step instructions for creating basic remarketing and prospecting campaigns. As you become more advanced with targeted advertising, you may want to incorporate some of the more detailed strategies outlined in the chart above.

To sign up for Pontiac, please go to You will be asked to fill out a form that includes these fields:

  • First Name

  • Last Name

  • Email

  • Phone Number

  • Title

  • Company Name

  • How did you discover us?

  • Estimated Monthly Budget

  • Programmatic Savviness

You will then be asked to accept the End User Agreement.

This agreement covers all of the terms and conditions that govern the business relationship between Pontiac Intelligence LLC and you, the user. There are many details in this document, and we urge you to read it carefully.

We will point out for a second time that we take malware very seriously. Many platforms like ours get in trouble because of people using them for malicious reasons.

We always accept creative units of images and click-through URLs. We can be your ad server. 40K is max size. If you already have an ad server, we accept DoubleClick, Flashtalking, and Sizmek tags, and can accomodate others upon request.

We have two levels of discovery to determine if an ad creative is malicious:

  1. Risk IQ checks the ad tag

  2. AppNexus must approve it via their standards:

If your advertisements are deemed malicious, you will lose access to the platform and forfeit your deposit funding.

Once you fill this out correctly, you will receive a pop-up screen confirming that you have filled out the form.

We strive to respond to each request within 48 hours. But, it can take us up to five business days to respond to your inquiry. Once we review your submission and you are approved, you will receive an automated email with your login credentials, including a username and password.

  1. Click on the Admin tab on the left of the upper navigation bar.

  2. Click Add payment option.

  3. Add your credit card information.
    Note: We do not collect the credit card information. We simply pass this directly through to Stripe ( Stripe then powers the credit card activity and we do not hold or see your personal information.

  4. Once you have added the card and it shows up as a payment option, click Add Credit.

  5. In this screen, you are allowed to allocate money to Pontiac.
    We recommend being conservative in your initial deposit. This allows you to get a good sense of the platform depending on your expectations prior to any larger commitments. Only account values of $500+ will be considered for refunds.


Advertising seeks to convince an individual or a group to take a certain course of action. The goal of advertising is persuasion, and insofar as humans have sought to influence each other, advertising has been around in one form or another. Present-day advertising utilizes a variety of media and cutting-edge technology to communicate targeted messages to audiences across the globe. From the early days of the printing press that enabled ads to circulate widely in newspapers, to the invention of the television and Internet, advertising has evolved alongside technology, refining the ways in which advertisers can target audiences.

The above image of a bronze plate was an ad for the Liu Family Needle Shop circa 990.

A tobacco ad circa 1675.

Advertising can be traced back to the ancient world, and remains of ads have been found in Ancient Egypt, China, Greece, Rome and Arabia. Sales messages written in papyrus and wall rock paintings were the earliest forms of Out of Home (OOH) advertising (akin to modern billboards). Ads in the ancient world, and for thousands of years thereafter, would remain highly localized. Business was centered on local communities and commerce was restricted due to difficulties with transportation.

With the advent of deep water navigation in the 15th Century, the most powerful empires of Europe began globalizing the world via major trade routes which opened new markets. This, coupled with the invention of the printing press, meant that sellers could mass-produce ads to be placed in newspapers that could be circulated far and wide. As the world entered the Industrial Revolution in the 18th Century, the capacity to produce goods and the ability to widely distribute them continued to increase dramatically. In response, sellers began to "brand" their goods, developing products with the goal of becoming household names. Early examples of these include James Lock & Co, a UK based men’s hatfitter established in 1676 and Hudson Bay Company, a Canadian retailer founded in 1670.

A brand is defined as a product that is marketed in a uniform fashion, ultimately establishes its own "personality," and originates from a given source. Ranchers began "branding" their cattle two hundred years ago with hot iron images stamped onto their cattle.

Advertisers would approach newspaper publishers directly to buy space on the page and promote their brands. The publications could focus on the number of people who would be exposed to the advertisement and sell this opportunity to those looking to promote their business. The benefit to both parties was clear: the advertisers would gain exposure and the publications would generate revenue. As America entered the 20th century, a variety of new media emerged to deliver ads to consumers, including radio and TV. These inventions were present in almost every home in the country, with radio advertising beginning to blossom in the1920’s and television in the 1950’s.

Along with the increase and diversity of media space available, a new business evolved: the advertising agency. These Madison Avenue organizations would assist advertisers in creating “cutting-edge messaging.” In today’s model, agencies focused on messaging are called "creative agencies." “Creative” is the industry term for the actual content of the ad, whether that be the picture for a billboard, the 15-second audio clip for radio, the 30-second visual ad for television, or the 3"x 2" message tailored for a newspaper. These early agencies would also assist in placing the messaging in the best publications or locations.

As the industry grew, the responsibility of placing the creatives in well-targeted publications spun off into a separate business model. These companies came to be called "media agencies." Once the “assets,” or creatives, were produced, the media agency determined which medium and which publisher they should pay to show the advertisements. These media agencies focused on aggregating advertisers in order to create leverage with pricing or buying power. By amassing a portfolio of large (high-spending) advertisers, these agencies could force publishers (the biggest being television networks such as ABC, CBS and NBC, and media conglomerates such as Hearst and Time) to lower rates across the board to win the business. While media agencies dedicated their early efforts to maintaining strong portfolios, they also built robust attribution practices to determine the effectiveness of the ads placed across the landscape. The next medium for advertising was the personal computer in the late 1970’s, and ultimately the Internet in the mid 1990’s. The ubiquity of the Internet revolutionized the ways people consume content and purchase goods on a massive scale. The opportunities for advertising were virtually unlimited, and the advertisers and media agencies would have to begin to adapt to this revolutionary, fast- growing technology.

Smaller agencies focused on the new Internet technology began popping up with the aim of bridging the gap between web publishers and advertisers. These digital media agencies became indispensable in assisting advertisers in reaching this flourishing new online audience. Advertisers began spending money on digital channels as can be seen in the chart below. By the year 2000, online industry reached $2 billion in overall media spend. The above chart predicts that overall spend will reach nearly $100 billion by 2019.

These digital agencies focused their attention on the different formats available for advertising on the Internet. Google launched in 1996, and they are today the dominant force in Search Engine Marketing. Google allows advertisers to customize text ads, which would serve against individual Internet searches. Email marketing, the next incarnation of direct mail or catalog marketing, would target individual’s email addresses with offers catered to subscriber lists. Finally, the development of the banner advertisement and visual billboards online became known as ‘display advertising.’

The first banner advertisement, or ‘display ad,’ appeared on, the Internet publication of Wired Magazine in 1994. The ad above, facilitated by Modem Media, was sold to AT&T.

With the expansion of the World Wide Web a new market emerged. Websites, much like newspapers in the early stages of advertising, began to focus on the number of people who would be exposed to the ad. With billions of web pages visited every day, the potential audience is huge, allowing advertisers to reach larger audiences than ever before.

Along with providing unprecedented reach, display ads allowed advertisers the unique ability to measure and target their audiences. Cookies allowed a technology provider to stamp a user’s browser with an ID number. In this way a consumer could be tracked around the Internet, much in the same way that animals can be stamped and traced. Internet technology allowed direct 1:1 insight into the effectiveness of an advertising campaign. This was revolutionary compared to television, print, and outdoor, which could only use in-store sales to measure the effectiveness of an ad campaign.

With the addition of cookies, the concept of "target advertising" became a reality. It quickly became possible to serve ads on specific websites or subsets of a specific publisher. Using cookies, companies began providing profiles of how users browsed the web independent of the specific website in which the ad would appear. These capabilities, which are still evolving, provide much more control for both advertisers and publishers in how ads are placed compared to all other forms of traditional advertising.

With the clear advantages of display advertising, two types of organizations emerged as suppliers of display inventory: publishers and networks. Major publishers focused on the same sales strategies as they had through other channels, such as a magazine. They placed ads on the top or the side of the webpage. Publishers would approach agencies to discuss specific sections (news, finance, sports, entertainment, etc.), the amount of visitation, and the demographic breakdown of the audiences who regularly view these pages as defined by third-party audience verification tools. These publishers would offer this space on a CPM (cost per mille, Latin meaning thousand, views) and compared the price per ad exposure or impression to the other channels, such as the circulation statistics used for pricing magazine ads.

Ad networks were born in the late 1990’s, first as firms representing publishers and acting as middlemen selling their inventory to agencies. One of the earliest networks was TeknoSurf founded in 1998, which went on to become and was eventually swallowed by AOL. Usually, these were made up of smaller publishers who were unable to fund their own sales teams. Boutique magazines, inspired bloggers, small newspapers, public record aggregators, and others would begin driving traffic to their websites. Networks specialized in ‘traffic monetization,’ handling the operations behind selling and managing the banner inventory that would be shown on the website.

“Ad network” came to define any organization that would amass a group of publishers and present their inventory in bulk to buyers. They could establish the same metrics as the larger publishers and sell this inventory on a CPM basis. Because their clients were usually publishers focused on producing content and not monetization, the networks could sell the inventory at a low CPM while providing the publishers with a new (and, at times, substantial) revenue stream.

To entice advertisers, these ad networks began building in-house ad delivery technology and ad servers. This became an arms race, where the networks could customize the technology to offer new products. Founded in 1996, DoubleClick was one of the first third-party ad servers (it remains the largest, although it has since been bought by Google and rebranded as the “Google Marketing Platform”). They used ad server technology to allow advertisers to measure clicks and “conversions.” Conversions are actions taken by a user who is exposed to an ad and then take an action; for example, a user may see an ad for Nike then later buys the sneakers from They created frequency capping, meaning a user would only see the same ad a certain number of times per day (or per hour, month, etc.). They would sequence ads, meaning advertisers could create stories played out over several pages. These advancements in technology continued to improve drastically as computer space (servers) became cheaper.

Along with the explosion of search advertising, display advertising grew year over year from 2002 through 2008. This constant growth benefited both the major publishers and the networks. According to, there are currently 421 networks – most of which began during the upward swing of online advertising.


The network model continues to grow today. Ad networks now come in many different forms and vary from organizations that represent very prestigious publishers on a transparent and fair basis, to technology experts who obfuscate sinister tactics by using jargon to win agency budgets.

With so many different types of content providers and middle men, the world of display advertising remains very difficult to navigate. There are thousands of ad tech companies approaching agencies. Ultimately, ad serving has become a centerpiece for the entire display ecosystem and as computers became extremely cheap and extremely fast at the end of the 2000’s, the way was paved for new developments in the ad tech world. In January 2007, the patent was filed for the Online Ad Exchange, which marks the official introduction of real-time bidding (RTB), the next technological step in the evolution of advertising.

Real-time bidding (RTB), or what has become known as "programmatic" technology, allows instantaneous decision-making with regard to which ad will show on a website. Instead of determining in advance which assets the ad server would display, sites could make their decisions as the user loads the webpage. The ad server runs an auction to sell the ad space in real time, forming an online ad exchange driven by a sell-side platform (SSP). Not surprisingly, this technology has seen strong adoption and continues to thrive today.

While the technology was developed in early 2007, it wasn’t until later that the market began adopting it at scale. The technology is now used by much of the market, and the amount of money spent through RTB continues to increase each year.

RTB technology provides solutions to numerous problems that plagued publishers and advertisers trying to buy and sell digital ad space. On the publisher’s side, RTB technology solves issues with forecasting and unsold inventory. On the advertiser’s side, RTB manages issues of distrust and control.


As display advertising became a ‘must-buy’ for digital agencies, all major advertisers began purchasing inventory. The most prestigious brands started cutting up-front deals with their favorite publishers. All of the leading online publishers established ‘yield management’ teams who were tasked with ensuring that their rates created enough demand to fill their supply. These teams would use data from the ad server, as well as other third-party applications, to determine how many impressions were available in each section. They would then price out the inventory (available impressions) in the interest of maximizing revenue.

The yield management team would use historical data to determine how many people would visit each page. Using spreadsheets, advanced database techniques, or third-party software, these teams would estimate how many ad impressions would be available for sale in the future. Sales teams would, in turn, approach the market and sell the inventory, in pieces, to any advertiser willing to pay the premium prices. To avoid constantly providing “make-goods,” or future inventory due to underdelivery, the yield management team would forecast 5%-10% less than the exact amount they anticipated. The inventory would vary by day and the forecasted inventory vs. sold inventory would look like this chart:

All area in between actual delivery and the forecast are areas of lost revenue where “house ads,” or self-promoting ads, served instead of ads from a paying advertiser. Unpredictability, an inherent characteristic of the Internet, creates a far larger loss of revenue than shown above. The Internet provides the most up-to-the-minute information possible, and when major events happen, websites can see 10x the traffic they had forecasted. The supply spike can occur on a weather site as a hurricane approaches, a news site during a natural disaster, or a gossip siteafter the sudden death of a major celebrity. The advertisers do not want “uneven delivery,” meaning that the publisher should not deliver all of the impressions for a 12-week campaign in one single day. This means that when a 10x spike occurs, even if the yield team anticipates as much based on the morning numbers, they cannot deliver more than 2x or 3x the amount that they predicted. The monetization of that day would look like this:

Unsold Inventory

Depending on the scale and circumstance, this gap could equate to lost revenues anywhere from tens of thousands of dollars to several million dollars, all due to the inability to monetize inventory in one single day.

Premium publishers who can sell the ability to reach a specific niche audience are often able to set their prices correctly as to sell through 100% of their inventory. Other publishers have the opposite problem: the largest Internet publishers have amassed such enormous traffic they cannot sell all of their ad space at effective rates. The largest portals saw three billion visits a day at times. Three ads on a page per day equates to 9,000,000,000 available each day. If organizations with too much inventory could determine a method to sell the long-tail or “remnant” inventory at even a $0.01 CPM, they would make millions of dollars a month in extra revenue. While remnant solutions were available, they still could not handle the majority of this unsold inventory.


When ad networks started gaining popularity in around circa 2000 they all represented unique publishers and could show differentiation with their ‘site lists,’ or domains in which ads would serve. The biggest publishers began running their ads across several different networks. This style of yield management would become the core of the Internet publishing business. By rotating the ads, the networks began having an issue of differentiation, as the same site would be available across a variety of networks. Additionally, many of these ad networks were restricted to selling blindly or opaquely in order to avoid undermining the publishers’ relationships with marketers.

To achieve the scale necessary, ad networks began to avoid disclosing to buyers the delivery reports by domain. They would insist they could not share how the delivery varied across the websites on the “site list.”” This would allow them to “dump” a lot of inventory on low-quality websites. Facebook apps such as Farmville and websites such as are classic locations where you will see network ads in high volumes, which is not conveyed to the agency or, more importantly, the advertiser. These networks could also adjust their marginmethodology and charge advertisers margins as high as 70%-80%.

Some networks began using other forms of technology to show differentiation. Networks claimed uniqueness by "focusing on a special audience," "providing scale," or "using contextual search technology," but until the advancement of the programmatic RTB exchange there was basically no difference between these organizations, as they all worked with the same publishers.

As these problems leaked out of the back rooms of these networks and into the ears of media buyers, there was a clear need for greater transparency. By handling the auction for the advertising space on an impression-by-impression basis, the RTB exchange offered a technological solution.


The networks were the first to implement and develop ad-serving technology, and they continued to develop it in the interest of their own bottom lines. The best advances in targeting were made available to the publishers. Publishers could use up-to-date ad servers to control what type of ads would show on a certain section of a website, in a specific geographical location, or at a particular time. While advertisers could request these targeting parameters, there was no control on their side of how the ads were served. Someone on the publisher or network side needed to handle the trafficking.

As the lack of control became a growing issue on the advertiser side, the RTB technology became available. Programmatic pushed the control into the hands of the "buy-side," or what is often referred to as “demand-side.” This allowed advertisers to manage how they wanted to target their ads across publishers (in bulk, becoming “exchanges”). This was a clear benefit for all involved, as the newfound confidence led to larger budgets.

The RTB exchange provided solutions to these four issues, but the agencies were set in their ways and comfortable with the accustomed methods. Changing the way an entire industry behaves takes time and “buy-in” from big players early. How could the networks and publishers ensure the advertisers would test this technology that offered control and transparency into pricing and targeting? They created an auction environment promising the buyers that they would pay only $0.01 more than the next highest bidder for each impression. This “Second Price Auction” method created a “perfect” market allowing the next generation of media to emerge: programmatic media.

Ever wonder how items you shop for online seem to follow you long after you’ve left the page? It’s crucial to understand, as a consumer shopping online, or to as an advertiser looking to increase ROI.

RTB technology allows ad space on a website to be purchased in the time period between when the user calls for the page and when the page renders. This transaction is accomplished through an instantaneous auction triggered by an SSP, or supply-side platform (also often referred to as an “ad exchange”), deconstructing the ad space characteristics into a string of text. This string of text is an HTTP call, and is conveyed very quickly across web servers (the Internet). The HTTP call, which defines the space, is sent to a list of bidders. These bidders, or demand-side platforms, 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 ad space at a price approximately $0.00001 over the bid of the second-highest bidding DSP.

As shown in Figure 1, the publishers make an agreement with the SSP to decide what information will be passed on in the ad call. Generally, the SSP urges the publisher to provide as much as possible, since the demand for more transparent ad placements drives up the price of the ad.

The parameters usually included in the ad call are:

  • URL or Domain: Typically the website (e.g. is included, but it can also be masked by only providing the name of the network or seller.

  • Operating System: The OS of the computer loading the ad, be it Windows, Mac, etc.

  • Browser: The browser of the computer loading the ad such as Chrome or Safari.

  • IP Address: The Internet address of the computer loading the ad. IP addresses can be converted into:

    • Geo: The geographical location of the computer: Country, State, DMA, Zip.

    • Internet Speed: The speed of user’s connection (high speed, dial up, etc).

    • Business: 20% of the time, IP addresses can be mapped to the business registered to that IP address.

    • Time: This is not actually passed into the ad call, but can be inferred as the impressions are being sold in real time.

  • Cookie ID: The identifying number according to the SSP of the user. This is a cookie, or a text file attached to the user’s browser. Usually, this is a number that is at least 16 digits long, and a combination of numbers and letters. This allows the bidders to categorize users on their end. With cookies, buyers can target using the following:

    • Frequency: How many times the bidder had seen the user, and how many times the user has seen certain ads.

    • Data Segments: A host of companies offer categorization of users using cookie IDs including: gender, age, income level, interest, browsing behavior, shopping behavior, etc.

    • Sequencing: Serving ads in a specific sequence to a user.

“Programmatic media” has a variety of different meanings. At its core, the term “programmatic” includes anything that is determined using machine learning. Since the early days of ad servers, machine learning has been employed to select the most valuable ad to serve on the publisher side. This technology, which operates similarly to how Google decides which search ads to show on, has been around since before the widespread adoption of the term “programmatic.” Programmatic media includes all campaigns that employ technology and machine learning to make advertising decisions on the buyer’s behalf.

Each advertising campaign has the same basic parameters. Using a set of creative assets, the marketer is going to run a certain amount of budget over a period of time with the intention of driving a measurable result. Many different types of publishers and networks approach marketers. Almost all networks use the RTB ecosystem in some fashion, but only four organizations can claim to be “programmatic solutions.”


Types of Digital Campaigns

Most networks still use RTB solutions, but do not inform the client of their techniques. In doing so, networks are able to take higher margins than they would through determining a revenue share with their publishers. The four organizations inside the green circle depicted in Figure 2 are those that use RTB technology.

  • Programmatic Direct: Programmatic direct includes campaigns run on specific publishers, similar to an up front insertion order (IO) deal, but executed entirely through the DSP.

  • Performance Network: The evolution of the ad network ultimately led to RTB specialists founding organizations that buy exclusively on the exchange using technology. Ad tech buyers (ATBs) and agency trading desks (ATDs) fall under this category. These are groups who buy nearly their entire inventory using RTB, and sell the technology and “best in breed” direct-response results. These organizations are not transparent in the costs of media, and therefore their incentives are not aligned with those of the buyers.

  • Private Exchange: This is an RTB deal that allows an advertiser to control targeting. The publisher and the advertiser agree to floor pricing and the URL, but the advertiser can use all other metrics in the ad call through the DSP to control targeting.

  • Open Exchange: This is the advertiser purely buying inventory made available through the exchange using a DSP. This is the most efficient way to purchase digital media, but the individual controlling the DSP becomes very important.


We work with many ad agencies and getting started can be difficult. By allowing credit card payment, we can allow agencies to utilize us along the payment chain.

If you anticipate spending $1,500/week via Pontiac, put $2,000 into the original downpayment. You must put in the payment before the media is activated, but you could then follow this schedule, maintaining healthy 30-day payment terms to your advantage throughout the month:

Early Monday April 27th: $2,000
Early Monday May 4th: $1,500
Early Monday May 11th: $1,500
Early Monday May 18th: $1,500


This allows our partners to delay their payments. Once you reach $20,000 in spend per month, we can discuss Net 30 terms and Pontiac Intelligence LLC will consider extending your credit.



We currently can accept user pools from LiveRamp, Nielsen, Oracle, and other providers in the space.

LiveRamp Integration

Pontiac clients can onboard CRM data to target users across the open Internet with no minimum commitment. The first step is for you to create a Pontiac Intelligence Account. Pontiac will then create a LiveRamp account on your behalf.

You can onboard CRM data through LiveRamp in the form of:

  • Email addresses

  • Phone numbers

  • First names, last names, and postal addresses

Pontiac will then target your audience using our algorithms.

Other data and integrations:

AppNexus bidders currently provide the pipes enabling Pontiac to access all the various marketplaces. Pontiac’s algorithm is what powers the AI engine. This allows us to utilize AppNexus integrations as they become available. They have full integrations with all of the verification partners and all of the 3rd party data providers. Because it is not a universal offering, it is a case-by-case scenario. Please contact us if you would like us to enable access to any of the following companies tracking or behavioral segments:

Verification Companies:
MOAT / Oracle
Double Verify
Integral Ad Science

Behavioral Targeting Companies:
BlueKai / Oracle
DataLogix / Oracle
Add This / Oracle
eXelate / Nielsen
Catalina / Nielsen
Cross Pixel
Sky Hook

Yes. We’ll build them, but you need to contact us at with either $1,000 to spend for custom creatives design or a commitment to $5,000 in spend (we take a 20% margin, so it is the same for us).

These are some basic images that your brand should feel very strongly about. We encourage you to put an ad on one of the following sites and find a local designer to help create the ad:

Freelance sites:




Advertising-specific sites:








Ad Exchange/SSP

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.

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 3rd party HTML tags or VAST 4.0 tags provided by your server.

Ad Tag

"Ad Tag" is another term for an ad unit. Marketers and advertisers need to provide images that represent their brand and convey the marketing message they are attempting to evoke. The term ‘tag’ is often used as slang for the HTML code that will represent the creative in the ad server. Major advertisers utilize an ad-server. ‘Tag’ is the code that represents the specific advertisement copy.


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.


Attribution is the science of determining which users converted on your website. It means that you can attribute an individual’s visit to and/or a specific action taken on your site to an advertisement that the same individual had either clicked or viewed previously.

While Google Analytics reports on users who click to reach the end result, attribution must look beyond a click-only environment. Post-view attribution includes users who saw the ad but did not click on it, but eventually came to the site and converted on their own. We report on this, as well as on clicks, to help prove the effectiveness of your advertisements.

Bid Data

You have the ability to control the value of your line’s bids. Base bid is the number 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.


Programmatic advertising allows “bidders,” also known as demand-side platforms (DSPs) to bid on advertising space made available by publishers. When a webpage is loaded, its 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.

Budget Multiplier

This is used to cover 3rd party discrepancies. If you are measuring your success or billings via a DoubleClick 3rd party tag, we recommend using 1.05 or 1.1 as the multiplier. This means you will serve 1.05x (or 1.1x) your goal to ensure you cover the discrepancy against the 3rd party tag. Pontiac offers a Dynamic Budget Multiplier option to automatically adjust the budget multiplier on your behalf based on the spending patterns that it detects.


A conversion would be a user who completed the goal task. Conversion pixels are placed on the ‘Thank You’ page that an individual reaches once they have taken an action, signaling that they ultimately did what the ad intended for them to do.


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 web user’s browser. Pontiac is then able to keep track of who has been exposed to the advertisement, so that it can be sure to only serve an ad to a web user a desired number of times according to specified frequency caps, retarget web users efficiently, and attribute desired actions taken on a page to a user having seen the advertisement.


Cost per action (CPA) optimization is used to drive web users to take any number of actions, such as buying a product, downloading a coupon, or entering an email address, at the lowest cost for you. These actions are also often referred to as "conversions." After you place a conversion pixel on a webpage, Pontiac’s algorithm optimizes to advertise to web users most likely to also “convert” on a click or view basis defined by the slider bar titled CPA Weighting, which will appear in the line setup.


A creative is the advertisement itself that a web user sees on their webpage.


Click-through rate (CTR) optimization is used to drive web users to a landing page or web site homepage. Pontiac’s algorithm optimizes to advertise to web users most likely to click on the advertisement.

Day Parting

Day Parting allows you to control the time of day your ads will be served. You can select specific days and time intervals during which you want your ads to be served.

Frequency Caps

These are used to specify the maximum number of times that an individual will be targeted by the line over the course of a single day and over the course of the line’s life. Pontiac offers a Dynamic Frequency option to automatically remove the frequency cap on your behalf based on underdelivery during the campaign’s flight.


The global positioning system (GPS) provides geographical coordinates for any location in the whole world. By inputting the latitude and longitude of a specific point and any custom radius around that point, Pontiac clients are able to target devices in that location.


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. When you use a third-party ad server for your creative, you must include AppNexus’s macro ${CLICK_URL_ENC} to ensure that clicks on the ad are properly tracked.


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 checks ad tags and AppNexus vets 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.

Operating Systems

An operating system is the software on which a potential ad viewer’s device runs. You are able to decide whether or not your ads target Android, Apple iOS, Apple Mac, and Microsoft Windows devices.

Optimization Schedule

Pontiac’s optimization algorithm operates on a schedule that you get to control. On the selected days of the week, optimization will make changes in the bid rate, budget, and allocation across Sellers, Sites, Geo’s, and Placement IDs. We recommend selecting Wednesday as the day for optimization for longer campaigns, and Monday and Friday for shorter ones.

Performance Metrics

Performance metrics are the key performance indicators (KPIs) that Pontiac uses to optimize ad targeting. These include cost per action (CPA), click-through rate (CTR), and viewable click-through rate (vCTR). You will be given the option to select one of these as your objective from a dropdown menu for each line in your ad campaign, and as your campaign runs, Pontiac’s algorithms will optimize targeting according to the KPI that you select.

Pixel Tags

Pixels are transparent, 1x1 images that you can place on your webpage to allow your ad server to collect cookie information about web users that visit that webpage. Conversion pixels track whether an action was completed by a web user who viewed or clicked on your ad. Segment pixels are used to deliver ads to web users who have already visited your webpage. Third party pixels are supplied by outside sources that can allow you to collect extra data about your ads, such as their level of viewability for a web user.


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


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.


Real-time bidding (RTB) is the process through which a digital publisher’s ad inventory is bought on a per-impression basis by a digital advertiser through an instantaneous programmatic auction. A digital advertiser’s DSP calculates the value of ad inventory and submits a bid, and the highest bidder is awarded the ad space.


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 through their page visit. However, remarketing should be paired with prospecting strategies to ensure that advertisements reach people who have not yet heard about your product or service. The web-developer will need to place a small piece of code on the webpage to track visitors so that digital advertisements can target them across the open Internet.

ROAS (Return on Ad Spend) / ROI (Return on Investment)

A metric measuring the amount of money made on 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. ROAS will increase as Pontiac’s AI learns about your campaign over time, as it will be able to serve ads to the audience most likely to click on them or take action after engaging with them.

Self-Service Platform

Pontiac is a self-service platform, which means that our software allows our clients to create and manage all aspects of their own advertising campaigns.

Supply Type

There are a number of different kinds of supply from which you can decide to purchase. Pontiac allows you to decide whether or not you would like to buy web, mobile web, and mobile in-app inventory.


Viewable click-through rate (vCTR) optimization is used to drive web users to a landing page or web site homepage using information about an ad’s viewability. 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). The ads will be served to those who are both most likely to view the ad and click on it when they do.


A whitelist is an inventory list of sites or apps to which your ads will only deliver(^2.4). Pontiac enables clients to put together whitelists for their campaigns, so that they have complete control over where their ads go. Pontiac also has a supply of built-in whitelists, which have been curated for the needs of specific kinds of advertisers and can be adjusted by the client to fit their needs.

Terms & Conditions


Version 1.0
Last updated: 7/21
This Agreement creates a contract between you ("You") and Pontiac Intelligence LLC (" Pontiac", "we" or "us"). Please read the Agreement carefully. To confirm your understanding and acceptance of the Agreement, check the box indicating that you "Agree".
If you do not agree with the terms of this Agreement, do not check the "I Agree" box, access or use the Pontiac Platform (as defined below), or download any software or applications from us. If you do not agree to the terms of this Agreement, You may not use our Services or the Pontiac Platform.

This Agreement governs Your use of our services ("Services"), through which you can establish media buying campaigns that allow You to purchase space for advertisements that you create or supply ("Ads") on websites and in other digital media. Our Services include the Pontiac self-service digital media trading platform and the software, code, applications and processes that constitute it or to which you are given access through this Agreement, together with any modified versions, copies, upgrades, updates, and additions (the "Pontiac Platform"). The Pontiac Platform is accessed through a browser, and to use our Services and the Pontiac Platform you need compatible hardware, software (latest version recommended and sometimes required) and Internet access (fees may apply). Our Services’ performance may be affected by these factors.
The Pontiac Platform is currently accessible through Google Chrome. It may be accessible through additional browsers from time to time, as indicated in our Documentation.
You may have one or more other written agreements with us or with our parent company, Programmatic Mechanics LLC, that supplement or supersede portions of this Agreement.
The Pontiac Platform is LICENSED to you, not sold. You will not own the Pontiac Platform in any form, even after you access it or download it or elements of it. Your license to use the Pontiac Platform is only granted pursuant to the terms of this Agreement. Use of some third-party platforms accessed through the Services (such as exchanges) may be subject to additional terms and conditions.
Your use of the Pontiac Platform and our Services, including any media purchases made through the Pontiac Platform, are additionally governed by our Terms and Conditions of Service, as in effect from time to time. Please review the Terms and Conditions of Service carefully.

Subject to Your ongoing compliance with this Agreement and payment of the applicable Fees (as defined below), Pontiac grants you a non-exclusive, revocable, non-transferable and limited license to access and use the Pontiac Platform during the License Term in a manner consistent with the terms of this Agreement, the Terms and Conditions of Service and applicable Documentation. Upon the expiration or termination of the License Term, you will no longer have the right to use or access the Pontiac Platform. The rights that are licensed to you under this Agreement are limited to those expressly granted in this Agreement, and Pontiac reserves all other rights.
As a condition of your License, you may not:
copy, modify, translate, reverse engineer, decompile, disassemble, otherwise attempt to derive the source code of, tamper with, obtain or use a "dev key" for, or create derivative works based upon the Pontiac Platform, including the content or third-party applications made available via the Services, or any portion thereof;
sell, rent, lease, sub-lease, sub-license, transfer, distribute, broadcast, display or otherwise assign any rights to the Pontiac Platform or the Services to any third party;
remove any proprietary notices or labels on the Pontiac Platform;
work around any technical limitations or access control measures in the Pontiac Platform;
use any automated means (including scripts, bots, spiders, scrapers, viruses, worms, crawlers or similar software) to access or use the Pontiac Platform;
use the Pontiac Platform for reasons other than the establishment of media trading campaigns as described in your Documentation;
copy, modify, erase, or damage any information contained on computer servers used or controlled by Pontiac or any third party used in connection with the Pontiac Platform or the Services;
use the Pontiac Platform to violate any law or legal right of any third party, including any publicity, privacy, or intellectual property rights;
take any action that is harassing, defamatory, abusive, tortious, threatening, obscene, harmful or otherwise objectionable;
use any data mining, robots, or similar data gathering and or extraction tools in connection with the Pontiac Platform;
use the Pontiac Platform or the Services to obtain personally identifying information about any person in violation of applicable laws, regulations, or privacy policies;
access the Pontiac Platform or the Services in order to create, contribute to, or improve a competing service;
interrupt, destroy or limit the functionality of the Pontiac Platform or the Services;
distribute ads that violate our Ad Standards; or
impersonate or misrepresent your affiliation with any person or entity in regard to your Ads, the Pontiac Platform or the Services.

Violation of any of the restrictions or obligations in this Agreement may result in the termination of your license to use the Pontiac Platform. Pontiac reserves any and all rights or remedies that may be available in the event of your breach of this Agreement.
Pontiac may issue updates to the Pontiac Platform from time to time. You agree that the Pontiac Platform may automatically download, incorporate and install such updates, and you agree that this Agreement, as amended from time to time, will apply to all such updated versions of the Pontiac Platform, unless such updated versions are released with a separate license agreement. It is your responsibility to ensure you have or are using the latest version of the Pontiac Platform. New or modified versions of the Pontiac Platform may contain altered, reduced, or different interfaces or functionality.
The Pontiac Platform will operate only on those hardware and software platforms, and will only be accessible through those browsers, specified in the Pontiac Platform Documentation from time to time. It is your responsibility to provide compatible platforms for the Pontiac Platform and to maintain a compatible browser. Pontiac may add or remove support for specific platforms or browsers at any time with or without notice, and with or without a new update.
Pontiac may, in its sole discretion, change, suspend, remove, or disable access to the Pontiac Platform or the Services at any time with or without notice. Pontiac (and not any app store, device manufacturer, or operating system provider) will be solely responsible for support of, claims related to, and updates to the Pontiac Platform.


The Pontiac Platform (including all past and future iterations of it) is protected by intellectual property laws, including, without limitation, copyright, patent, trademark, trade secret, and industrial design law. Pontiac retains all title and ownership rights in the Pontiac Platform. Except as expressly stated in this Agreement, Pontiac does not grant any express or implied right or license to you under any patent, copyright, trademark, trade secret, or industrial design rights of Pontiac.
The Pontiac Platform includes all data generated by end-users’ use of the Pontiac Platform and all algorithms, analyses, compilations and reports related to same, and all of the foregoing shall remain the sole property of Pontiac.
The third party platforms, ad servers, applications, websites and digital media spaces accessed through the Pontiac Platform and the Services ("Third Party Content") are the property of Pontiac, its licensors, its partners, or publishers. Title, ownership rights and intellectual property rights in and to such Third Party Content belong to Pontiac or these third parties. This Agreement gives you no ownership interest in the Third Party Content, and you may not infringe the intellectual property rights of others. You are solely responsible for the investigation, defense, settlement and discharge of any claim against you based on your use of the Pontiac Platform or Third Party Content.
You shall remain the sole owner of any intellectual property in the Ads or other Creative Materials that you upload or otherwise provide for use in connection with the Pontiac Platform or the Services. Pontiac shall have a limited license to reproduce, store and distribute your Ads solely as necessary to provide the Services.
The Pontiac Platform may make third-party web sites, web pages, products, services, and applications available to you via links ("Linked Services"), and these Linked Services may have their own applicable agreements or terms. Pontiac is not responsible or liable for the features or content of any Linked Services, and the links to them in the Pontiac Platform do not imply Pontiac’s endorsement of them. Your access to any of the Linked Services is entirely at your own risk, and you are solely responsible for any consequences of accessing any Linked Services, as well as for viewing and abiding by any applicable agreements or terms.
Use of the Pontiac Platform requires registration. There is a one-time Entry Fee (plus sales tax, if applicable) that must be paid at the time of registration. Please see our current Fee Schedule here. The Entry Fee is non-refundable.
You agree to provide true, accurate, current and complete information about yourself and your intended use of the Pontiac Platform as prompted by the registration process (together with any information or materials provided to You as part of the registration process, such information being the "Documentation"). You agree to update your Documentation in order to keep such information current. You are solely and entirely responsible for maintaining the confidentiality of your password and user name. Furthermore, you are solely and entirely responsible for any and all activities that occur under your account.
The Documentation may limit your use of the Pontiac Platform and the Services to a particular geographic territory (the " Territory"), certain lines of services, certain uses, or certain financial limits. You shall only have the right to use the Pontiac Platform and the Services within such Territory or other such limits.

You will indemnify, hold harmless, and defend Pontiac and its parents, shareholders, subsidiaries, affiliates, officers, directors, employees, service providers, distributors, licensors, agents, successors, assigns and other representatives, from all third-party claims, judgments, liabilities, expenses, costs or related penalties, including, without limitation, reasonable attorneys’ fees, arising out of, resulting from or in any way connected to your breach of this Agreement, your violation of any third-party’s rights (including intellectual property rights), or your illegal acts or omissions.
Maintenance AND SUPPORT
Should you have any questions, complaints, or claims relating to the Pontiac Platform or our Services, please contact us at

If you have executed a PONTIAC INTELLIGENCE INSERTION ORDER (“PIIO”) with our services team outside of this EULA, that PIIO agreement replaces the FEES AND PAYMENTS FOR MEDIA details below. That Insertion Order is subject to IAB Standard Media 3.0 Terms and Conditions. In any disputes between the IAB Standard Media 3.0 Terms and Conditions and this EULA, this EULA is the definitive document and supersedes the IAB Standard Media 3.0 Terms and Conditions.

In addition to the Entry Fee of $100, we charge a Minimum User Fee, payable on the first day of each month, to maintain access to the Pontiac Platform and the Services, including your delivery data and the proprietary programmatic trading wiki. The Minimum User Fee will be automatically billed at the beginning of each month to the credit card you provide at registration. The monthly Minimum User Fee is non-refundable.
The Minimum User Fee is set forth in our Fee Schedule. We may change the monthly Minimum User Fee upon sixty (60) days written Notice. The Minimum User Fee will be waived for any month in which you pay a Software User Licensing Fee in excess of the then-current Minimum User Fee. The waived fee will appear as a credit to your account in the following calendar month.
In order to purchase ad space through the Pontiac Platform, You must fund Your account in advance by means of a credit card payment. The Pontiac Platform will let you choose the credit card to be charged and the amount you would like charged to that credit card. You can check your account balance at any time through the Pontiac Platform. Purchases of ad space for campaigns that you initiate will be automatically drawn down from your account balance. Unused balances of $500 or less are non-refundable. Account balances do not bear interest.
Pontiac charges a Software User Licensing Fee equal to a margin of 20% of the media spend that you initiate and run through the Pontiac Platform. For purposes of clarity, if you want to initiate a $100 campaign through the Pontiac Platform, you will need to deposit $200, $100 of that will constitute our Entry Fee noted above. This is a fee for access to the buying, optimization, and other functionality of the Pontiac Platform including the client Wiki. The remaining funds spent on a campaign will be used to procure the ad space inventory where your ads are served, and to pay out-of-pocket third-party exchange, data, and related fees and costs.
Your Pontiac Platform account will show the total amount spent on any campaign you initiate, but will not break out our Software User Licensing Fee or the other third-party fees and charges.
If you upload Ads as described in paragraph 12, below, we will charge a Creative Upload Fee for each new Ad that you upload, as set forth in the Fee Schedule. The Creative Upload Fee may change from time to time upon written notice to You.
By entering into this Agreement, registering for the Services, and providing your credit card details, you explicitly agree (a) to pay the Fees as set forth herein and as specified in the Fee Schedule, (b) that you are authorized to provide the credit card information provided and to authorize the fees and charges set forth herein, (c) that you will be liable for, and will not dispute or attempt to revoke, any charges you authorize through the Pontiac Platform, (d) that you understand any charges you authorize are non-refundable except if we terminate our license to You unilaterally, in which case we will return any unspent balance after the completion of all extant campaigns, or with respect to unspent account balances in excess of $500 upon written request, and (c) you will pay any sales tax do in connection with any purchases made through the Pontiac Platform.
Any refund request may be subject to an administrative charge.
You will upload advertising creatives units ("Ads") that you source or create or Ad Server Code for Ads to the Pontiac Platform. All Ads, Ad Server Code, information, advice, files, links, communications or other materials uploaded or posted by you to or through the Pontiac Platform ("User-Supplied Materials") shall be your responsibility. You agree not to post or transmit any User-Supplied Materials that infringe a third party's rights, including without limitation any privacy, publicity or intellectual property rights, or that are unlawful, untrue, harassing, libelous, defamatory, abusive, tortious, threatening, harmful (including but not limited to viruses, worms or similar software) or that violate any fair advertising standards or are otherwise objectionable. You grant Pontiac, or warrant that the owner of such User-Supplied Materials has expressly granted Pontiac, the royalty-free, perpetual, irrevocable, fully sub-licensable, non-exclusive right and license to use, reproduce, display, modify, transmit, distribute, perform, display and delete such User-Supplied Materials (in whole or in part) in connection with the Services and the campaigns you initiate or run through the Pontiac Platform.

The Pontiac Platform provides access to an ad server. If You decide to upload Ads to our ad server, each such Ad will be audited for compliance with the standards set forth herein and in the Terms and Conditions. A Creative Upload charge will be charged to your account for each Ad that you upload.
The maximum size of Ads that may be uploaded to our ad sever is 40 KB.
Pontiac shall have the right, but not the responsibility, to monitor and/or remove User-Supplied Materials deemed harmful or offensive in Pontiac's sole discretion, or that otherwise violate this Agreement or any rules that Pontiac may institute from time to time. Pontiac shall have no liability for the failure to receive, to remove or for the removal of any User-Supplied Materials. Even if an Ad has been audited, the Ad’s compliance with this Agreement and the Terms and Conditions remains Your sole responsibility. Any opinions, advice, statements, services, offers or other information or content expressed or made available by Pontiac are advisory in nature only. Pontiac neither endorses nor is responsible for the accuracy or reliability of any Ad, opinion, advice, information, or statement contained in User-Supplied Materials, including Ads.
Pontiac also allow users to upload creatives ad-server tags provided by Doubleclick. This is a third-party service for which Pontiac bears no responsibility. If You have access to Doubleclick ad-server tags, they may be uploaded to the Pontiac Platform at your risk.
We automatically search each tag for malicious activity (including for malware and other viruses that can be distributed through ad tags), but you are solely responsible for any tags that you upload or any damage that they cause.
If at any point your ad tags are flagged as malicious, your entire deposit will be forfeited to Pontiac and will NOT BE REFUNDABLE.

All Ads must meet our Ad Standards as set forth from time to time. Among other things, all Ads must be compliant with all applicable laws and regulations and must not violate the rights of any third-parties. You represent, warrant and agree that any Ads you upload or otherwise distribute in connection with the Pontiac Platform or the Services will not contain or include:
Pornography, Nudity, Obscenity, or other "Adult" Content
Hate Speech or Defamatory Language
The sale of, or instructions for creating, guns, bombs, ammunition, or weapons
Displaying fake errors to induce user action, or messaging that implies knowledge of a user’s computer or operating system
Sale of drugs, illegal pharmaceuticals, or paraphernalia
Charging for government forms and services
Enabling or Permitting Piracy
Misappropriation of Copyright, Trademark, Trade Secret, or Patent
Executes or Downloads Files without User Interaction
Content that intends to, or does, induce user action through misleading appearance or behavior, including, but not limited to, creatives that mimic video players, functional buttons, errors or warnings about viruses, missing codecs, and corrupt disks.
Ads that violate any laws, regulations or fair advertising, endorsement, or other FTC standards.
The manual audit process we engage in includes checking technical and content criteria, as well as offer type categorization. We reserve the right to refuse or reject any Ad or User-Supplied Materials at any time for any reason.
You agree to indemnify and hold Pontiac and its parents, members, subsidiaries, affiliates, service providers, sndicators, distributors, licensors, officers, directors and employees, harmless from any claim or demand, including reasonable attorneys' fees, made by any third party due to, or arising out of or related to (a) any Ads or User-Supplied Materials supplied, uploaded or distributed by you in connection with the Pontiac Platform or the Services, (b) any violation of the Ad Standards, or (c) your violation of this Agreement, or your violation of any law, regulation or third-party right.
Any campaign that you design and initiate through the Pontiac Platform produces an order for the acquisition of Ad Space pursuant to terms that you designate. Any such order shall be deemed an Insertion Order and shall be governed by our Terms and Conditions of service.
You are solely responsible for any campaigns that You or Your representatives design and initiate through the Pontiac Platform, including for any targets or limitations that You set. Please review all campaign details carefully before submitting, as such details cannot always be changed after submission. Pontiac has no liability for any accidentally or incorrectly submitted campaign details.

Either You or We, each at its sole discretion, at any time, with or without notice, and for any or no reason, may terminate this Agreement or suspend your access to the Pontiac Platform. Upon termination of this Agreement, You will immediately cease use of the Pontiac Platform and will delete all copies of the Pontiac Platform or elements thereof that You have made.
If You terminate this Agreement other than for cause, we shall complete any extant campaigns and thereafter have no other obligations to You.
If we terminate this Agreement other than for cause, we shall return to you the unspent balance in your account and otherwise have no other obligations to You.

Pontiac, at its sole discretion, may change the terms of this Agreement from time to time upon notice to You. The most current version of this Agreement will be effective immediately upon release, and will supersede all previous versions. You accept any and all modifications by continuing to use the Pontiac Platform.

You may not assign this Agreement, any portion of it or any of your rights or obligations under the Agreement to any third party, whether by direct transfer, sub-license or any other means. Any purported assignment of this Agreement or any portion of it, by you, shall be null and void. To the extent permitted by applicable law, Pontiac may, at its sole discretion and without any recourse to you, freely assign this Agreement, any portion of it or any of its rights or obligations under it.

Applicable Law

This Agreement shall be construed in accordance with and governed by the internal laws of the State of New York, United States of America, without regard to choice or conflicts of laws principles (the "Applicable Law"). This Agreement will not be governed by the United Nations Convention of Contracts for the International Sale of Goods, the application of which is hereby expressly excluded.
Final and Binding Arbitration
TO THE EXTENT PERMITTED BY APPLICABLE LAW, YOU AND PONTIAC HEREBY WAIVE THE RIGHT TO SUE IN COURT AND HAVE A JURY TRIAL IN ANY APPLICABLE JURISDICTION. Any and all disputes, controversies or claims (collectively, "Claims") arising under or relating to the breach, interpretation or application of the terms of this Agreement or any extension or modification of the Agreement, regardless of the applicable legal theory, shall be exclusively resolved by a single arbitrator through final, binding and confidential arbitration, as follows:
If you are a resident of the United States of America, any arbitration between you and Pontiac will be administered by the American Arbitration Association under its then-current Commercial Arbitration Rules, as modified by this Agreement;
If you are a resident of any other territory, any arbitration between you and Pontiac will be administered by the International Chamber of Commerce, under its then-current Rules of Arbitration (available here), as modified by this Agreement.Any arbitrator so appointed shall adhere to the Applicable Law and applicable rules of arbitration (the "Arbitration Rules"), and shall be empowered to (i) determine the appropriate venue for the arbitration or the method for conducting the arbitral process (such as by written submissions or telephonic hearings) in lieu of the parties meeting at a physical venue, upon considering the territorial location of the parties, (ii) award actual money damages (but not punitive damages) against the party found to have violated this Agreement, and (iii) grant in his or her award, injunctive or other types of equitable relief, to enforce specific performance of this Agreement, and to prevent any continuing or further violation of its terms. Except as otherwise provided in this Agreement, the arbitrator's decision will be final. Judgment upon the award rendered in such arbitration may be entered in any court having jurisdiction, provided that any award may be challenged if the arbitrator fails to follow the Applicable Law.
Arbitration Process

If your Claim is for US$10,000 or less, either party may choose to have the arbitration be conducted solely on the basis of documents submitted to the arbitrator or through a telephonic hearing. If your Claim exceeds US$10,000, the Arbitration Rules will determine the right to a hearing.
Arbitration Fees and Awards

The cost of any arbitration shall be borne equally by the parties, except that each party shall be responsible for its own attorneys’ fees.
Class Action Waiver

You and Pontiac agree that each may only bring a Claim against the other in an individual capacity, and not as a plaintiff or class member in any purported class action or other representative proceeding. Further, unless you and Pontiac agree otherwise, no judge or arbitrator may consolidate more than one person's Claims or otherwise preside over any form of representative or class proceeding.

If the provisions of this paragraph 15 are found to be unenforceable with respect to a Claim, then any such Claim will be exclusively decided by a court of competent jurisdiction within New York County, New York, USA, and you and Pontiac agree to submit to the venue, personal and subject-matter jurisdiction of that court.

No delay or failure to take action under this Agreement shall constitute any waiver by Pontiac of any provision of this Agreement. Any waiver by Pontiac of any of the provisions of this Agreement must be express and in writing, and will not mean that Pontiac will waive any other provision in another situation.
If any portion of this Agreement is held to be invalid or unenforceable, or excessively broad as to duration, geographical scope or activity, then that portion shall be construed so that the remaining portions of this Agreement shall not be affected, but shall remain in full force and effect, and any such illegal or overly broad portion shall be deemed, without further action on the part of any party, to be modified, amended and/or limited, but only to the extent necessary to render the same valid and enforceable in the applicable jurisdiction. If nonetheless, a portion of this Agreement is considered to be unenforceable by a court of competent jurisdiction, then the remainder of the Agreement shall continue in full force and effect.
This Agreement may be available in various translations, but to the extent allowable by applicable law, the English version controls. If another translation applies to you, you acknowledge that this Agreement was written in English and translated into other languages, and translation errors may exist.
Your use of the Pontiac Platform and the Services is also governed by Pontiac’s Terms and Conditions and Privacy Policy. If you have any questions or concerns, please contact us at:

The following are some of the laws, rules, regulations and sanctions that apply to this Agreement, the Services and the Pontiac Platform: (a) the U.S. Department of Commerce’s Export Administration Regulations ("EAR"), which governs the export and re-export of software; (b) the U.S. Treasury Department’s Office of Foreign Assets Control ("OFAC"), which administers and enforces economic and trade sanctions; and (c) the U.S. Department of States’ International Traffic in Arms Regulations ("ITAR"), which implements the Arms Control Act regarding the export and temporary import of defense articles and services.
The Pontiac Platform may not be exported or re-exported (a) into countries under U.S. embargo, or (b) to any person on the U.S. Treasury Department’s Specially Designated Nationals and Blocked Persons List, or (c) to any person on the U.S. Department of Commerce Denied Persons List or Entity List, or (d) to any person on the U.S Department of State’s List of Statutorily Debarred Parties.
You agree that in the use of the Pontiac Platform and the Services, you are in compliance with, and shall at all times comply with the requirements of EAR, OFAC and ITAR, and all other applicable export and re-export related laws, rules, regulations and sanctions. You warrant that (a) you are not located in a country that is subject to a U.S. Government embargo, or that has been designated by the U.S. Government as a "terrorist supporting" country, and (b) you are not listed on any U.S. Government list of prohibited or restricted parties.


But, if you have money still in your account over $500, we will wire the money back to you if you are fully dissatisfied. You will need to write us an explanation of what went wrong and why you over deposited any money. Under that amount we believe you did not give the platform the chance to optimize and we encourage you to set up another campaign or contact us to see if we can drive success.

The easiest way to close an account is to spend all the money available in your account. After 60 days your account will be deactivated. After 365 days your data will be deleted. At any point you can contact us and ask us to delete all information related to your account. We only hold the data for 365 days because our clients often come back when they realize the strength in our product.

You can also contact us through the form to close your account and we will be accommodating. We are friendly folks.

Contact us:

Email us at:

Privacy Policy

Our Services

Programmatic Mechanics operates as a media trading desk and an information resource for its clients. We buy media and provide targeted solutions across mobile, display and video. Programmatic Mechanics also offers consulting services to help advertisers and marketers build in-house trading capabilities.

– The Information We Collect –

Through Our Services

Programmatic Mechanics does not collect personally identifiable information (PII) (name address, phone number or email address). We don’t store or request anything of the PII nature. We do not collect your name, phone number, physical address, or email address. Our clients/partners also do not share this information with us, and we require that they either not collect PII, or, that they not include PII with anonymous data they may share with us. At times you may choose to voluntarily provide such information to an advertiser through their website or advertisement. When you provide information to an advertiser, Programmatic Mechanics is not involved in any way in this exchange of information and you should read the privacy policy of the advertiser to understand how your information will be used. Programmatic Mechanics does accumulate certain non-personally identifiable information through the use of cookies and pixels when you come upon our clients’ advertisements. This anonymous data might include web browser type (e.g. Chrome), computer operating system (e.g. Mac OS), geographic location as interpreted from your IP address, websites visited, and other information that does not specifically identify you. We utilize this non-personally identifiable information collected from a computer to serve targeted ads to that computer based upon its browsing history. We may share this non-personally identifiable information with third party companies to pair it against other data sets. If we ever inadvertently collect PII through our service, we will not knowingly use such PII in connection with our advertising targeting services.

On This Website

At times, you may choose to voluntarily provide us with PII on our website, one place being the "Contact Us" page. Except as displayed in this Privacy Policy or disclosed to you at the time the information is collected, we will not share such information with any third party without your consent, except as required by law, to investigate suspected fraud or illegal activities or in connection with a merger, sale or reorganization of Programmatic Mechanics.

Opting Out

If you so choose, you may opt-out of cookie based ad targeting by Programmatic Mechanics. Doing so, will remove the ability of cookie-based ads we serve for our clients to reach you. You may opt-out by clicking here.

Changes To The Privacy Policy

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