# Holdout: meaning in DOOH and digital signage

> Holdout: a share of people or places deliberately not shown an ad, so their behaviour can be compared with those who were. The basis of lift studies.

Source: https://verse.ad/glossary/holdout

Glossary · Measurement

## Holdout

A share of people or places deliberately not shown an ad, so their behaviour can be compared with those who were.

### Related terms

- **[Incrementality](http://127.0.0.1:3399/glossary/incrementality)**: Measurement

### Related pages

- [Ads Manager Pick the places and the hours, launch from $1, see every play and scan.](http://127.0.0.1:3399/ads-manager)

### More terms in Measurement

- [Audience model](http://127.0.0.1:3399/glossary/audience-model)
- [Dwell time](http://127.0.0.1:3399/glossary/dwell-time)
- [eCPM](http://127.0.0.1:3399/glossary/ecpm)
- [Exposed devices](http://127.0.0.1:3399/glossary/exposed-devices)
- [Footfall](http://127.0.0.1:3399/glossary/footfall)
- [Impression](http://127.0.0.1:3399/glossary/impression)
- [MAID](http://127.0.0.1:3399/glossary/maid)
- [Pixel](http://127.0.0.1:3399/glossary/pixel)
- [Play](http://127.0.0.1:3399/glossary/play)
- [QR scan](http://127.0.0.1:3399/glossary/qr-scan)

[← Back to the glossary](http://127.0.0.1:3399/glossary)

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