DOOH glossary.
The words used across screens, venues and campaigns, in plain English. Where VERSE does something specific, the entry says so.
A
- Ad slot
- Screens
- A fixed stretch of a screen’s loop reserved for ads. The rest of the hour plays the venue’s own content.
- In VERSE · Ads can be up to 20 seconds, with no minimum. Venues choose how much ad time they give each hour.
- See alsoLoopRevenue share
- Audience model
- Measurement
- An estimate of how many people could see a play, for a given place and hour. DOOH sellers use one because screens cannot count viewers directly.
- In VERSE · Each play is credited from our proprietary model for that venue, hour and screen, checked by unannounced in-person audits and calibrated with scan data.
- See alsoImpressionPlay
B
- Bid floor
- Buying
- The lowest price a seller accepts for an impression. Bids below it lose.
- See alsoAuctionCPM
- Brand safety
- Venues
- Rules that keep ads unsuitable for a place off its screens.
- In VERSE · Venues block categories such as alcohol or gambling, single brands, competitors and late-night ads. Defaults are conservative.
- See alsoVenue type
C
- Competition label
- Buying
- A signal of how much demand there is for an hour, shown before you book.
- In VERSE · Low, Medium or High per hour, with the price locked when you book.
- See alsoDaypart
- Contextual targeting
- Buying
- Choosing where and when an ad plays from the situation rather than the person: the place, the hour, the weather.
- See alsoWeather triggerDaypart
- CPM
- Buying
- Cost per mille: the price of 1,000 impressions.
- In VERSE · Prices start at $1 CPM and rise with the place, the hour and the slot.
- See alsoeCPMImpression
- Creative
- Formats
- The ad itself: a still, a video or an animated board, with any QR code on it.
- In VERSE · A video of up to 20 seconds or a still, 1080 × 1920 and 1920 × 1080. AI Studio makes both from one brief.
- See alsoLanding page
D
- Daypart
- Buying
- A named block of the day, such as breakfast or the evening, used to schedule content and ads.
- See alsoContextual targeting
- Deal ID
- Buying
- A code that links a buyer and a seller to agreed terms, used in private marketplaces and programmatic guaranteed.
- In VERSE · Curated deal IDs by venue type, city and daypart.
- See alsoPMPProgrammatic guaranteed
- Display group
- Screens
- Several screens that share one playlist, schedule and takeover and change together.
- In VERSE · In Pro a group can span venues.
- See alsoPlaylist
- DOOH
- Screens
- Digital out-of-home: advertising on screens in public and shared places rather than on personal devices.
- In VERSE · VERSE runs on TVs inside venues such as cafés, gyms, salons and hotels.
- See alsoVenue type
- DSP
- Buying
- Demand-side platform: software buyers use to bid on inventory from many sellers.
- In VERSE · Connect through OpenRTB 2.6. From December 2026 VERSE is a DSP too, buying VIOOH inventory in Ads Manager.
- See alsoSSPOpenRTB
- Dwell time
- Measurement
- How long people stay where they can see a screen. Longer dwell means more chances to see an ad.
- In VERSE · Most VERSE venues have 4 to 20 minutes of dwell.
- See alsoFootfall
E
- eCPM
- Measurement
- Effective CPM: what you actually paid per 1,000 impressions once a campaign has run.
- See alsoCPM
- Exposed devices
- Measurement
- Phones detected near a screen while an ad played, used to measure visits or matchback later.
- In VERSE · Consented, hashed and k-anonymous. Device export is off unless you turn it on.
- See alsoMAIDHoldout
F
- Footfall
- Measurement
- The number of people who enter or pass a place in a period.
- In VERSE · Modelled for every venue, or measured on site with VERSE Sense.
- See alsoVERSE SenseDwell time
- Forecast
- Buying
- An estimate of the screens, plays and impressions a plan will get before you pay.
- In VERSE · The forecast sheet lists every screen with its plays, by weekday and hour.
- See alsoImpression
- Frequency cap
- Buying
- A limit on how often an ad plays on one screen or reaches one device.
- See alsoShare of voice
H
- Holdout
- Measurement
- A share of people or places deliberately not shown an ad, so their behaviour can be compared with those who were.
- See alsoIncrementality
I
- Impression
- Measurement
- One person’s opportunity to see an ad. On a shared screen, one play can earn several impressions.
- In VERSE · We count people, not plays: every play is logged by the player, then credited with impressions from the audience model.
- See alsoAudience modelPlay
- Incrementality
- Measurement
- The extra sales or visits caused by a campaign, measured against a control group. Also called lift.
- In VERSE · Retail media reports sales lift against control stores.
- See alsoHoldoutRetail media
L
- Landing page
- Formats
- The page a QR code opens: an offer, a menu, a booking form or a game.
- In VERSE · Built in Studio, with views, scans and responses in the same report.
- See alsoQR scan
M
- MAID
- Measurement
- Mobile advertising ID: a resettable identifier on a phone, used for measurement and matchback.
- See alsoExposed devices
O
P
- Pairing
- Screens
- Linking a TV to an account so it can be managed remotely.
- In VERSE · Open VERSE TV, then scan its QR code with the app or type the six digits.
- See alsoDisplay group
- Pixel
- Measurement
- A small script on a website that reports visits and events back to the ad platform.
- In VERSE · The VERSE Pixel installs by snippet, GTM, Shopify or server-side, and ties site events to scans.
- See alsoQR scan
- Play
- Measurement
- One showing of an ad on one screen, logged by the player. Proof of play is the record of those showings.
- In VERSE · Logs are kept even offline for up to 72 hours and sync when the screen reconnects.
- See alsoImpression
- Playlist
- Screens
- An ordered list of content items with their durations, transitions and rules.
- In VERSE · Items can carry weather conditions and temperature limits.
- See alsoWeather triggerLoop
- PMP
- Buying
- Private marketplace: an invite-only auction for selected buyers, reached with a deal ID.
- See alsoDeal ID
- Programmatic guaranteed
- Buying
- A programmatic deal with a fixed price and a fixed volume agreed in advance.
- See alsoDeal IDPMP
Q
- QR scan
- Measurement
- A person pointing a phone at a code on screen. It ties an outcome to a screen, an hour and the weather.
- In VERSE · Every scan opens a landing page and appears in Results by hour and by kind of place.
- See alsoLanding pagePixel
R
- Retail media
- Buying
- Advertising sold by or with a retailer, often measured with the retailer’s sales data.
- In VERSE · Retailers, stores, SKUs and floor plans in Ads Manager Pro, with sales lift against control.
- See alsoIncrementality
S
U
- Uptime
- Venues
- The share of opening hours a screen was online and playing.
- In VERSE · Measured from the player every minute. It is half of a venue’s monthly score.
- See alsoRevenue share
V
- Venue type
- Venues
- The kind of place a screen is in, such as a café, gym or clinic. Buyers target by it.
- In VERSE · 21 kinds of venue across the network.
- See alsoDOOH
- VERSE Sense
- Venues
- A USB-C footfall and dwell sensor for venues, with no camera and no personal data.
- In VERSE · $20 with shipping.
- See alsoFootfall
W
- Weather trigger
- Buying
- A rule that plays a version of an ad only in certain weather.
- In VERSE · Nine conditions from sunny to clear night, plus temperature, from the Met Office feed for each venue.
- See alsoContextual targetingPlaylist
Put it to work
Plan a campaign in four steps.
Areas, kinds of venue, hours and a budget. The forecast shows every screen before you pay.
