Glossary.

Vocabulary

Plain-English definitions of every term you will see across the VERSE platform: DOOH, in-venue, programmatic, dwell, daypart, scan rate, footfall, brand-lift, attribution, VAI, ring-fenced wallets, premium slots, and the rest. Every entry is one paragraph. Jump by letter below.

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Ad fill
The percentage of a screen's playtime that runs paid creative versus venue-owned content. Each venue picks its own ad-fill ratio per screen, from 0% to 100%. Higher ratios unlock higher commission tiers on payouts.
Ad slot
A bookable opening on a playlist where ad creative renders. Slots are weighted, not fixed; the player chooses the highest-value eligible creative for each one in real time.
Ads Manager
VERSE for brands. A workspace for creating campaigns, generating creative, running forecasts, and pulling reporting on delivered impressions and QR-attributed scans.
Agency Suite
VERSE for agencies. A workspace that holds ring-fenced sub-accounts per client, consolidated cross-roster reporting, and per-client billing. Agencies earn up to 30% off platform CPM on every impression delivered.
Attribution
Linking an advertising exposure to a downstream action: a venue visit, a QR scan, an online purchase. VERSE attributes scans to the specific screen, venue, and daypart that delivered the impression.
Audit log
A timestamped record of every state change in a workspace, who did what, when, from where, with a before-and-after diff. Read-only via the API, retained for up to seven years on Scale and Enterprise plans.
Bearer token
The authentication primitive for the VERSE API. A string of the form sk_live_... carried in an Authorization header. Issued from your VERSE workspace under Settings, API keys, scoped per-workspace, with read-only or read-write privileges.
Brand-lift
The measurable change in awareness, recall, or purchase intent caused by a campaign. VERSE runs opt-in brand-lift surveys to a sample of exposed and control audiences and reports the deltas with sample sizes.
Brand safety
Ensuring ads only run alongside content (or in venues) consistent with the brand's values. VERSE blocks sensitive categories by default and venues are reviewed before going live.
Burst limit
The short-window ceiling on API calls, separate from the per-minute rate limit. The default burst is 200 requests per second per token; the default sustained rate is 600 per minute.
Campaign
A brief, a budget, a schedule, a target plan, and a set of creatives. Once approved, campaigns deliver impressions across paired screens that match the targeting filter. The unit of work in Ads Manager.
Cost per milleCPM
Cost per thousand impressions. The standard pricing unit for programmatic advertising including DOOH. VERSE quotes a per-impression rate (£0.0061 on the UK premium) which equates to a £6.10 CPM headline.
Creative
A 6 to 15 second video asset, or a still image with optional audio, that renders on a screen. VERSE transcodes uploads for the eight player platforms automatically and generates orientation and resolution variants.
Cursor pagination
List endpoints return up to 50 items by default. Pass ?cursor= for stable forward iteration. Cursors are opaque strings, do not parse them; the server returns next_cursor and has_more on each page.
Daypart
A defined window of the day (morning rush 06:00 to 10:00, lunch 11:30 to 14:00, evening 17:00 to 21:00). DOOH targeting can isolate dayparts to match consumer mindset and venue occupancy.
Digital out-of-homeDOOH
Advertising on internet-connected outdoor or indoor digital screens. The digital subset of OOH. Allows targeting, scheduling, and measurement comparable to web programmatic.
DSPDSP
Demand-side platform. Software brands and agencies use to buy programmatic media at scale across many supply sources. VERSE inventory is available directly via the API and through partner DSPs.
Dwell time
How long an audience is in front of a screen. Street DOOH has 1 to 3 second dwell. In-venue DOOH typically has 4 to 20 minute dwell, with VERSE averaging around 12 minutes, which is what allows creative to actually land.
Footfall
The estimated number of people passing through a venue or zone over a defined time window. Used in forecasting impression bands and shaping venue commission tiers; measured passively via the VERSE Sense module where paired.
Forecast
An estimate of servable impressions, scan rate, and pacing for a campaign brief and budget. Forecasts return a low and high band (90% confidence) and a daily pacing curve. Cheap, idempotent, capped at 50 per minute per token.
Idempotency key
A UUID sent on the Idempotency-Key header that lets the API safely retry a write without double-applying. Cached for 24 hours per key. Strongly recommended on every POST and DELETE.
Impression
One audience-eye contact opportunity with a creative. On VERSE, impressions are weighted by estimated dwell and audience size for the screen, so a 12-minute dwell counts more than a 3-second pass.
In-venue advertising
DOOH delivered on screens placed inside venues: cafés, gyms, salons, clinics, hotels, co-working, supermarkets, lounges, and 13+ other categories. Audiences are stationary and contextually engaged with 4 to 20 minute dwell times.
OOHOOH
Out-of-home advertising. Any advertising consumed outside the home: billboards, transit posters, in-venue screens, street furniture. DOOH is the digital subset.
Pairing code
A 6-digit code valid for 60 seconds, used to claim a screen on any of the eight VERSE-supported platforms (Android TV, Samsung Tizen, LG webOS, Amazon Fire TV, Google TV, Windows, Linux, browser). Browser-based, no app store required.
Payout
Optional monthly revenue share for venues that opt into ad fill. Up to 50% of ad revenue at the maximum tier when a VERSE Sense module is paired. The amount is shaped by ad ratio, daily visitors, dwell, and location.
Playlist
An ordered list of items running on a screen: AI-generated menus, brand creatives, sponsorship cards, and venue-owned content. The runtime weaves ad-fill in based on the screen's ad-ratio setting.
Premium slot
An ad slot in a high-context, high-dwell environment (peak-hour cafés, gyms during evening rush, hotel lounges). Priced at the premium rate (£0.0061 per impression in the UK) versus standard inventory.
Programmatic DOOH
DOOH bought, optimised, and delivered through software in real time, with targeting and bidding rules, instead of manual insertion orders. VERSE is programmatic in-venue DOOH.
QR attribution
Tracking conversions by including a unique QR code on each creative that ties scans to the specific screen, venue, and daypart they were scanned from. The default attribution model on VERSE.
Rate limit
The ceiling on API calls per token. Default is 600 requests per minute with a 200 request per second burst; raised on request. Every response carries X-RateLimit-Remaining and X-RateLimit-Reset headers.
Ring-fenced wallet
A scoped funding pool that can only be spent on its own sub-account. In Agency Suite, each client has a ring-fenced wallet so an agency cannot accidentally spend Velvet Ridge's budget on Pulse Gym's campaigns.
Scan rate
The percentage of impressions that result in a QR scan. The platform average is 0.34%, an order of magnitude above street DOOH because in-venue audiences are stationary and have time to act.
Screen Manager
VERSE for venues. Free signage forever, AI menu generation, playlist scheduling, optional ad fill with up to 50% of ad revenue paid back monthly. Available on eight player platforms.
Slot fill
The percentage of available ad slots that successfully serve paid creative. High slot fill bonuses unlock additional CPM discount for agencies (up to 6% on top of the volume tier).
Sub-account
A ring-fenced workspace inside an Agency Suite parent account, holding one client's campaigns, wallet, users, audit log, and reporting. Agency tokens act on a sub-account by sending the X-Workspace-Id header.
VAIVAI
Venue Audience Index. VERSE's contextual quality score per venue, blending dwell, footfall, ad attention, scan rate, and category fit. Used internally to rank inventory inside forecasts and pacing.
VERSE Sense
A passive footfall and dwell sensor venues plug into a free USB-C port on the player. £20, shipping included. No cameras, no PII. Pairing it unlocks the maximum commission tier on payouts.
Webhook
An outbound HTTP callback from VERSE to your endpoint when an event occurs (campaign approved, scan recorded, payout paid). Every payload is signed with HMAC-SHA256; verify the X-Verse-Signature header on every receive.
Workspace
The top-level container for a brand, agency, or venue group. Tokens are scoped to one workspace; data is isolated between them. Sign in at hub.verse.ad to get to your VERSE workspace.

Anything missing?

This glossary is rolling, we add terms when readers ask. If you would like a definition added, drop a note to hello@verse.ad and we will fold it in within the week.