Audience & Data

Location Data

Anonymised mobile-location signals used to estimate who is near a screen and to attribute downstream visits. Methods range from precise screen location to venue-centroid approaches for indoor screens.

Also known as: geolocation data, mobile location data

Source: OAAA DOOH Exposure Methodology Standard

Related terms

Audience Segment A defined group of people sharing attributes or behaviours, supplied by a data partner and used to target or value DOOH inventory. Foot Traffic The count of people passing through or present at a location — the raw input from which DOOH audiences and impression multipliers are estimated. Audience Measurement The discipline of counting and qualifying DOOH audiences. Independent bodies (Geopath, MRC) and vendors (Quividi) set methods that turn plays into audited audience impressions.