Glossary

Bid price: Price of a programmatic auction returned by the DSP to the SSP.

Bid rate: Bid Rate is a Programmatic Auction metric that shows how many Bids are occurring in the Auction. This is usually determined by one's bid price and the frequency cap. The advertiser will only pay for impressions that are won.

Bid request: A bid request is a function that is triggered when a user visits a digital space with ad units on it. It then requests an ad so that it can be displayed in the ad units for users.

Bid response: The response that gets sent by the DSP inside RTB system to address the Bid Request that was sent by SSP, Ad Network or Ad Exchange. The bid request normally comprises information about the amount of bid, an ID of the creative (banner or video), and ID of the participant that made a bid on the auction.

Capping: A limit/cap on how many times a specific user is shown a particular advertisement within a given time period.

Deal ID: Also known as a deal identifier, is the unique number assigned to an automated ad buy.

Demand Side Platform: A technology platform that provides centralized and aggregated media buying from multiple sources including ad exchanges, ad networks and sell side platforms, often leveraging real time bidding capabilities of these sources. DSPs allow advertisers to buy impressions across a range of publisher sites, but targeted to specific users based on information including location and previous browsing behaviour. Publishers make ad impressions available through marketplaces called ad exchanges and DSPs automatically decide which impressions make the most sense for an advertiser to buy. Price is often determined by a real time auction through a process known as real time bidding.

Dynamic Creative Optimisation (DCO) - more info: The process of building responsive creative to deliver contextually-relevant messages driven by the smart use of data across DOOH.

Fill rate - goal rate - target rate: Indicate the percentage of spending according to the selected capping.

Loss reason: Reason for unsuccessful bidding.

No bid reason: Reason why we don't make an offer.

Proof of Play (PoP): A reporting mechanism in which logs are used to show that an ad actually played back on a digital signage system.

Real Time Bidding: A way of transacting media that allows an individual ad impression to be put up for bid in real time. This is done through a programmatic on-the spot auction, which is similar to how financial markets operate. RTB allows for addressable advertising; the ability to serve ads to consumers directly based on their demographic, psychographic, or behavioural attributes.

Win rate: The number of bids won over the number of bids placed.

CREATIVE

Ad server	An ad server is a web server dedicated to the delivery of advertisements. This specialisation enables the tracking and management of advertising related metrics.
Ad spot length	Amount of time representing the segment of the loop containing ad content.
Aspect ratio	The dimensions of a display screen’s image expressed as a ratio of the horizontal width to the vertical height.
Digital	Advertising frames that have a digital screen, displaying moving or rotating images.
Dynamic content	The process of building responsive creative to deliver contextually-relevant messages driven by the smart use of data across DOOH.
Face	An individual advertising image. One face may make up part of a scrolling billboard, or series of images on a digital frame.
Frame	The physical housing of an advertising display. A frame may show a single static image, a series of images with a scrolling mechanism, or it may have a digital screen capable of exhibiting many individual adverts. Each separate advertising image is called a FACE.
Full screen	means the ad unit is the only visible asset running on the screen.
Media unit	A unit defined by the DOOH network, used to describe the physical device on which a DOOH ad unit will play. Most often for digital place-based networks, a media unit is a single screen, however in locations where multiple screens are combined to portray content that is larger than one screen, the entirety of the group of screens may be referred to as a single media unit.
Partial screen	The Primary Ad unit is accompanied by content and/or a companion ad unit or some other visual enhancement (such as ticker, clock, or logo).Companion Ads may be text, static display ads or rich media.
Playback format	The final format that the ad unit will be played across the network. Networks shall disclose the playback format.
Primary ad unit	Refers to the dominant area of advertising displayed on the screen. The Primary Ad unit should be described as either Full screen or Partial screen.
Primary ad unit orientation	Should be referred to as either Landscape or Portrait.
Screen	A device or medium designed to deliver Digital Place-Based, Digital Out-of-Home, and/or Advertising content whether it be video, audio, or both.
Spot length	The amount of time the advertiser has to play their creative in.
Street furniture	Advertising displays, many that provide a public amenity, positioned at close proximity to pedestrians for eye-level viewing or at a curb side to impact vehicular traffic.
Transit	Displays affixed to moving public transportation vehicles or in the common areas of transit terminals and stations.

MEASUREMENTS

Ad recall	The estimated number of people likely to remember your ads within days of being exposed.
Audience composition	The demographic, socioeconomic, or behavioural profile of the network’s audience that is inclusive of the percentage of the total audience falling in each segment.
Audience impression	A unit of measure that includes the total number of people with an opportunity to see (aka traffic), notice, and dwell time, calibrated to the media’s spot length. It can also be explained as the total number of times people passing a digital out-of-home display are likely to notice a message. This concept is sometimes referred to as “Visibility Adjusted Contact”, or “VAC”.
Audience reach measurement	A term that provides a count of the total number of people or machines that get ads. In DOOH scenarios, the expected application of Audience Reach Measurement is to count people. Audience Reach Measurement also refers to a guideline developed by industry bodies that standardizes the measurement of machine based-measures (unique cookies, unique devices, unique browsers) and people-based measures (unique users or visitors). It is critical, and a compliance requirement, that the audience reach measurement organization does not misrepresent machine-based measurements as people-based measurements. The measure’s status as either a people-based or a machine based measure should be clearly disclosed. For specifics and additional information, please review section 1.2 of the MRC/IAB Audience Reach Measurement Guidelines.
Awareness	The extent consumers are familiar with a brand or product.
Brand health / brand equity	The way a brand is viewed by its customers, and how your audience feels about your brand.
Brand lift	A measurement of an advertising campaign’s effectiveness in driving a positive shift in customer awareness and perception of a brand.
Cost per ratings point (cpp)	The cost of one rating point in any geographically defined market.
Cost per thousand (cpm)	The cost (price) to deliver 1,000 ad impressions on displays in a market.
Delivered impacts	The number of times a creative has been viewed, as defined by Routes impact scores.
Delivered play	The number of times a creative (with a defined spot length) plays fully.
Exposure	Presence in the defined Screen Exposure Zone while content is deemed to be viewable, though this does not require that the content be viewed or listened to. Exposure is also often referred to as Opportunity-to-See. (Source: MRC Digital PlaceBased Audience Measurement Standards Version 1).
Favourability	A measurement of an advertising campaign’s effectiveness in driving consumer perception of a brand.
Foot traffic attribution	The measurement of an advertising campaign’s influence on physical visitation to a specified location. This enables advertisers to understand the drivers of in-store visitation.
Frequency	The number of times the target audience is typically exposed to content, advertising, or a specific ad, in the defined time frame. Frequency represents the average exposure when used in conjunction with cumulative reach estimates, though it can also be reported on the basis of specific exposure levels when evaluated in the context of discrete reach estimates through frequency distribution analyses. (Source: MRC Digital Place-Based Audience Measurement Standards Version 1) In a similar vein, Effective Frequency refers to the number of exposures necessary to make an impact and attain communication goals.
Gross rating point (GRP)	A term used to measure the size of an audience reached by a specific media vehicle.or schedule. In the DOOH landscape, GRP means the total number of impressions delivered, expressed as a percentage of a market population. One rating point represents impressions equal to 1% of the market population. In the calculation of GRPs, total impressions must first be reduced to the in-market impressions of individuals who live in the defined market and are part of that market’s population base. A frequently referenced term with GRPs is Target Rating Points (TRPs), which is the sum of the ratings generated by a segment may be called Target Audience GRPs or more simply TRPs Acronym: GRP.
Impact	One individual, seeing one advert, once. This is a mathematical rule applied in audience calculations. The definition of a Route IMPACT uses LIKELIHOOD TO SEE (LTS), not OPPORTUNITY TO SEE (OTS). In other words, it is adjusted for VISIBILITY.
Impression	In DOOH terms it is a measurement of response from an ad server to a Media Unit request from the user browser, which is filtered from robotic activity and error codes and is recorded at a point as close as possible to opportunity to see the Media Unit by the user, also called a view.
Message duration	The interval of time when a DOOH message is viewable.
Play	A play in DOOH differs from an impression in online, as it has a defined length, start and end time.
Recall	In market research, a respondent may be asked to remember the advertising they have seen. This is known as recall.
Resonance	Advertising messaging influencing the consumer perspective and drive purchase decisions or the desired brand impact.
Respondent	A respondent is a participant in a research study. For Route, respondents are selected based on their location, and fulfill a specific demographic requirement.
Store visits	Total number of store visits attributed to the campaign, based on store visitation behaviour observed and the total number of impressions for the campaign.
Traffic	Volumes of people moving, whether on foot or in vehicles.

TARGETING

Audience composition	Attributes of the audience of a given campaign or set of campaigns. Very often based on demographic (e.g. 56% male/44% female) or geographic attributes.
Audience reach %	Percentage of an addressable target audience reached by a given campaign.
Behavioural profiles	Profile based on past-observed behaviour, typically within 30-90 days of recency. Behavioural profiles may or may not refer to a profile about unique users.
Behavioural segments	Segmenting audiences that are defined by previous behaviours, frequently their recent online behaviour, or offline purchases and visitation. For example, an auto advertiser may seek to reach anyone who’s visited an auto review site in the last 30 days.
Cover (coverage)	The proportion of a target group who see one or more frames in an outdoor campaign (creating an IMPACT), in a defined period. Expressed as a percentage.
Demo targeting	Targeting audiences that are defined by demographic attributes i.e. age, gender, household income, presence of children.
Geographic targeting	Targeting audiences defined by their location in the real-world. Location attributes can vary from granular attributes such as mobile/GPS-enabled latitude/longitude data to broader attributes such as DMA or state/province. In technical specifications, targets may simply be referred to as “geo”, “user”, “audience” without spelling out the full term.
Retargeting	Targeting audiences that are defined by having recently shown interest in said advertiser, interest most often being defined as visiting the advertiser’s web site.
Segmentation	Dividing a broad group of consumers or businesses into subgroups (known as segments) based on shared demographic/psychographic/behavioural attributes. Segmentation is often used to create target audiences (comprised of one or more segments) or to customize an offer or message for specific segments.
Target	Any audience reflecting the most desired consumer prospects for a product or service, defined by age, sex, race, ethnicity or income; or their combinations for any geographic definition. Expanded targets include purchasing, behavioural, and audience segmentations.
Target audience	A specific group that an advertiser seeks to reach with its campaign. Target audience is defined by a certain attribute or set of attributes (e.g. Women aged 18-24, Sports Car Lovers, Shoppers In-market for a New car).
Venue	The place and location of the advertising network and screens. Examples include supermarkets, office buildings, gas stations, and other places where consumers can be found. (Source: MRC Digital Place-Based Audience Measurement Standards Version 1).