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The IAB standard for RTB now used by most DSPs.

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

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-thespot 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.

A way to buy/sell programmatic advertising. This auction type is very similar to an open auction, except a publisher restricts participation to select buyers/advertisers. A publisher may choose to not participate in an open auction and only run an invitation-only auction. It is important to note that an invitation-only auction is still an auction and buyers will be expected to bid on inventory. A publisher may choose to expose different information such as transparency or data, through the use...

A way to buy/sell programmatic advertising. It is the least-restrictive type of ad auction, with a media owner/publisher generally allowing any and all buyers to participate in accessing the ad inventory through this tactic. Usually there is no direct relationship with the buyer. Media owners may choose to use blocklists and floor pricing to prevent certain advertisers from gaining access. On the advertiser side, they are often unaware of what media owner network they are buying on. DSPs usually...

The multiplier is an OOH specific metric which informs the buyer exactly how many impressions are delivered in a single ad play. Each impression equates to one viewer. One bid request will now account for one ad play, therefore the multiplier will highlight how many impressions are included per bid request.

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

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...

A server or computer used to store content for distribution to digital signage.

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.

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 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.

The area around a frame in which it can be seen. It incorporates the maximum visibility distance of the frame, and the angle that Route has defined to mark its catchment area (120°).

The area of research that, using eye-tracking methods, produces data on the probability that an advert is visible to the viewer.

In online/digital media, a served ad impression can be only be classified as a “viewable impression” if the ad meets all of the following criteria: it was contained in the viewable space of the browser window, it is in an in-focus browser tab, and it meets pre-established minimum percent of ad pixels within the viewable space and the length of time the ad is in the viewable space of the browser. It is recognized that an “opportunity to see” the ad exists with a viewable ad impression, which may...

The rate at which unexposed members of the audience visited the store

A complex mathematical model that incorporates all of our findings about traffic, vehicular and pedestrian. We have created a map for the entire country that records every road, pathway and corridor along which people travel. The model ascribes volumes of people-flows to each segment of this map. Known affectionately as TIM.

Volumes of people moving, whether on foot or in vehicles.

Average % share of total time across the dimensions reported on for the campaign (e.g. Play, hour, panel, geography)

Average % share of viewed impacts across the dimensions reported on for the campaign (e.g. Play, hour, panel, geography)