Glossary of terms

Wondering what is what and where to find the right acronyms? You've come to the right page.

Ad Exchange

Digital marketplace for the buying and selling of ad space, connecting Supply Side Platforms (SSPs) and Demand Side Platforms (DSPs).

Ad Retention

A number of consumers who remember seeing an ad or a brand being advertised on an out-of-home display.

Agency Trading Desk

A trading system developed by large agencies to make programmatic purchasing more efficient for their customers. Agency Trading Desks usually access larger inventories through several DSPs and can be connected to additional data streams via Data Management Platforms (DMPs).


The number of people who will see a campaign at least once.

Cost Per Action (CPA)

The average cost of a pre-defined action (conversion, click of a specific link, time on site).

CPM = Cost Per Mile

(also called cost per impression or cost per thousand), is a commonly used measurement in marketing & advertising. It is the cost an advertiser pays for one thousand views or clicks of an advertisement or the impressions of an DOOH display.

CPT, Cost per Thousand

The cost of delivering 1,000 impressions from individuals who notice the advertising on displays.

Data Management Platform (DMP)

A system for managing data used by agencies, advertisers, or publishers. Most first party data is managed and integrated with third party data to combine user information and activities as well as to optimise media purchasing.

Demand Side Platform (DSP)

A platform that allows brands and agencies to automatically bid on ad inventory. DSPs determine the best possible inventory for reaching a target audience, place buys, and report on the performance.


Demographic profile of target audience or consumers intended for an outdoor advertisement who would most likely to be interested in your product or service. Defined by certain attributes, such as age, sex, race, ethnicity, income, lifestyle, brand/media consumption, interests, or purchase behaviour; or some combination for any geographic definition.

Digital billboard / digital signage

are also referred to as LED signs or digital signage that allow advertisers the ability to launch campaigns almost instantaneously and can be operated flexibly.

Display Period

Display Period is the interval of time or exposure when an digital out-of-home (DOOH) advertising campaign is run and viewed.


The strategic placement of DOOH units across a market. The distribution of units will impact the reach of the campaign and the demographic profile of the audience that is delivered. Distribution - The strategic placement of outdoor units across a market. The distribution of units will impact the reach of the campaign and the demographic profile of the audience that is delivered.

DOOH, Digital-out-of home

OOH display that can change its advertising content using digital technology.

Effective reach

The number of persons within the target audience that is exposed to the advertising schedule of an average of three or more times.


First-Party Data

Information regarding consumer behaviour that a company collects directly from its customers and owns. It can complement, enhance, and reduce the need for other types of data. It is very valuable due to its accuracy, and can contain for example subscription or CRM data.

First Price Auction

The winner of the bidding contest for an ad impression pays the price actually offered.


The number of who will pass by a location.


The average number of times an individual notices an advertising message within a defined period of time. Frequency in DOOH advertising is typically measured over a four-week period, but can be reported for any campaign length.

GRP = Gross Rating Point

The total number of impressions delivered by an DOOH campaign expressed as a percentage of a target audience.

In-Store Advertising

Advertising that exists in retail spaces, such as grocery stores.


The number of times a campaign is seen.


Media Mix

The combination of media types and associated audience weight levels used together to meet the objectives of a media plan (or advertising campaign).

Media owner / network owner

is a company who owns and has the right to sell out of home advertising space

Multi-sensory experience

Sensory branding is a form of advertising that appeals to all the senses of an individual in relation to the brand.

Open Auction

In an Open Auction, a publisher allows access to all bidders connected via the SSP to have access on its inventory. The highest bidder wins the impression.

OTS, opportunity to see

The average number of times an individual notices an OOH advertising message during a defined period of time.

Out-of-Home (OOH)

All types of advertising intended to reach consumers outside the home.


Evaluation of a campaign's achievements after the event, often in terms of coverage and frequency.

POP, point of purchase

The point of purchase is where a buyer decides to purchase a product. It differs from POS, by preceeding customers action where they head to the checkout counter.

It is used when planning the placement of consumer products, such as product displays and signage strategically placed in a grocery store aisle.

POS, point of sale

Similar to POP term is the Point of Sale (POS) which is the point at which a customer pays for products, such as on a website or at a store checkout.

Programmatic advertising

is a way to automatically buy and optimise digital campaigns, rather than buying directly from publishers, designed to replace human negotiations with machine learning and AI-optimisation without human negotiations and pre-set prices. It is done through real-time auctions.

Retail media platform

A platform that organises and distributes campaigns and advertising in retail spaces, for example in-store,


The approximate percentage of a target audience’s population who notice an advertising message at least once during an DOOH campaign


Supply Side Platform (SSP)

A platform that allows publishers to automatically sell their inventory. It allows the setting of floor prices and the bundling of inventory for private marketplaces.

Third-Party Data

Aggregated data from e.g. platforms and websites that are not owned by the publisher or website operator.

Waste coverage or wastage

proportion of an advertising campaign’s expenditure or advertising weight that is seen by the wrong target audience or not seen by.at all by the right target audience. This means ad coverage reaches people who are not potential buyers and/or users, and therefore does not bring return on marketing investment.