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Shorthand for the specific type of location where advertising frames are placed. For example, RAIL indicates displays in rail stations and on trains, and RETAIL includes frames inside retail centres and pedestrian areas, among others.

Targeting audiences that are defined by demographic attributes i.e. age, gender, household income, presence of children.

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.

A population centre. There are twenty-four Route conurbations. We use the government’s definition to determine their limits. The conurbations do not cover the whole country, but instead cover the largest city areas.

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.

Percentage of an addressable target audience reached by a given campaign.

A unique identifier used to offer inventory to specific buyers on a DSP platform.

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 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.