Term

Definition

Creative Specs

The exact dimensions, file format, and resolution a given unit requires. Specs are per unit, so a campaign spanning formats needs artwork in several sizes.

Digital

A screen unit that displays multiple advertisers' creative electronically, rotating through a loop. (Compare: Static.)

Digital Out-of-Home (DOOH)

Out-of-home delivered on digital screens — roadside digital billboards, urban panels, transit liveboards, and place-based networks.

Face

The physical advertising surface of a unit. One structure can carry more than one face, each sold separately.

Flight

A single date range your campaign runs. A campaign with multiple non-overlapping date ranges has multiple flights, and a unit can be available across several.

Loop / Loop Length

The full cycle of ads on a digital screen before it repeats, in seconds. Equals total spots multiplied by spot length.

Makegood

Replacement inventory or credit provided when a unit underdelivers or fails to post as contracted.

Out-of-Home (OOH)

Any advertising that reaches people outside their homes: billboards, transit, airport media, place-based screens, posters, and more.

Posting Period

The standard out-of-home selling window, conventionally four weeks. Static inventory is typically sold in whole posting periods.

Proof of Posting (POP)

Photographic evidence that your creative was installed and running — the standard verification for static units.

Share of Voice

On a digital unit, the portion of the loop your creative occupies — your spots divided by the total spots in the loop.

Spot

One play of your creative on a digital unit.

Static

A unit displaying one printed piece of creative, exclusively yours for the whole flight. The word is also used loosely for a non-animated image on a digital screen, so it's worth clarifying which sense is meant. (Compare: Digital.)

Trafficking

Delivering approved creative files to each media owner in the correct spec and on their schedule. Handled for you on every campaign.

Unit

A single ad placement — one billboard face, one screen, one transit card. The atomic thing you buy.

Term

Definition

Airport

Media inside terminals — backlit dioramas, digital screens, baggage claim, and jet bridges. Long dwell times and a captive audience.

Bulletin

The large-format roadside billboard — typically the biggest standard format and the highest-impact single placement.

Mobile Billboard

Advertising on a truck or vehicle that follows a route rather than occupying a fixed location. Priced per day.

Place-Based / Venue Media

Screens and panels inside specific venue types — gyms, offices, elevators, bars, groceries, cinemas.

Poster

A smaller roadside or urban billboard format, usually lower cost than a bulletin and bought in higher quantities for coverage.

Street Furniture

Pedestrian-level formats built into the streetscape — transit shelters, kiosks, benches, newsstands. Eye level, with dwell time.

Transit

Advertising on and inside public transportation — bus exteriors and interiors, rail cars, platforms, and full station takeovers.

Wallscape

Advertising applied directly to the side of a building, often oversized and custom-fitted to the wall.

Wild Posting

Repeated paper posters wheat-pasted in clusters on designated urban walls and barricades. Street-level and culturally embedded.

Windowscape

Advertising applied to retail or commercial windows.

Term

Definition

Avails (Availability)

The units a media owner reports as bookable for your requested dates and markets. Depending on the owner, availability comes back through an RFP or a live inventory feed.

Browse Mode

A map-first view where you explore and filter inventory without first creating a campaign, then pull units into a plan.

Campaign

The central record for an ad buy: its dates, budget, markets, and the units being considered or booked, from proposal through execution.

Contract

The executed agreement to run the booked units. Each media owner's terms are consolidated into one contract, so you sign once.

Grid View

The spreadsheet-style view of units, with sortable per-unit columns that can be exported for analysis.

Package

Inventory sold as a bundle by a media owner: one parent listing containing multiple child units, priced as a whole. You buy the parent and receive the children. Not something you assemble yourself. (Compare: Plan.)

Plan

Your working collection of units for a campaign, assembled by you or your AdQuick team. Unlike a package, a plan is yours to build, copy, and edit. (Compare: Package.)

Proposal

The priced, unit-level plan presented for approval, including media, production, and installation lines.

RFP (Request for Proposal)

The request sent to media owners for availability and pricing against your brief. Sent and chased on your behalf.

Term

Definition

Custom Bound

A user-defined boundary drawn or uploaded on the map to target an area beyond standard geographies.

Data Source

The input used to define a custom bound or targeting layer — markets, an uploaded KML file, or a provided dataset.

Geography / Location

An area added to a campaign for targeting: DMA, city, county, ZIP, and so on.

Heatmap

A color overlay on the map showing audience concentration across an area.

KML File

A geographic file of polygons or lines, uploaded to define a custom bound on the map.

Map Bounds

The currently visible area of the map, usable as a filter to limit the units shown.

Market (DMA)

A Designated Market Area — a metro or regional advertising market (New York, Phoenix) used to scope where a campaign runs.

POI (Point of Interest)

A specific location — store, stadium, venue — used to find nearby inventory.

POI Distance

The distance from a unit to the nearest selected point of interest, shown on the unit's card.

POI Radius

The distance around a point of interest used to capture nearby units.

Transit Authority

The agency that owns a transit system (MTA, BART). Inventory can be filtered by authority.

Transit Layer

A map overlay of transit authorities, lines, and stations, used to find transit-adjacent inventory.

Transit Line

A specific route within a transit authority — subway, rail, or bus line — used to filter transit inventory.

Transit Station

A physical station or stop that groups transit ad units, shown as a dot on the map.

Venue

A sellable grouping of multiple ad faces at one location, such as a transit station or a digital mall network. The venue's unit count is how many units it contains.

Term

Definition

Description

A long-form description of what makes a unit valuable — nearby landmarks, audience characteristics, or traffic insights.

Face ID / Supplier Face ID

A unique identifier for a unit within a media owner's inventory. May contain letters, numbers, dashes, dots, or slashes.

Facing / Direction

The direction a unit faces — north, south, east, west, or multiple for units with more than one orientation.

Geopath Panel ID

A numeric ID assigned by Geopath to a measured panel or spot. One per unit.

Illumination

The number of hours per day a unit is illuminated.

Latitude / Longitude

A unit's decimal-degree coordinates.

Media Type / Subtype

The format classification of a unit: its broad media type (billboard, transit, street furniture) and the more specific subtype beneath it.

Name / Intersection Name

A short description of where the unit is located.

Number of Slots

The number of ad slots available in a digital screen's loop.

Rationale / Unit Notes

Additional descriptive notes or campaign-specific details, often used in RFPs and proposals.

Read / Orientation

A unit's orientation relative to traffic — right-hand read (RHR), left-hand read (LHR), or center read (CR).

Screen Type

Whether a unit is static (printed) or digital (a screen).

Size

The height and width of the unit.

Spot Length

The length, in seconds, of one ad play on a digital unit.

Unit Type

The product category of a unit. Common categories include billboard, transit, street furniture, airport, wallscape, retail and venue, wild posting, windowscape, and alternative.

Term

Definition

AND / OR Audience Logic

How multiple audiences combine: AND averages scores, surfacing areas strong for all selected audiences; OR uses the highest score, surfacing areas strong for any.

Audience Filter

A toggle that restricts the visible inventory to only the units matching the selected audience.

Audience Index / Score

How concentrated a target audience is in an area versus the average. 100 is average; above 100 is more concentrated.

Audience Marketplace

The in-app catalog where you browse audience segments and add them to a campaign.

Audience Segment

A defined group of consumers you can target (for example, auto intenders), sourced from a data provider or your own first-party data.

Audience Threshold

A slider that sets the minimum audience score a unit must meet to qualify.

Data Provider / DMP

A third-party data management platform supplying audience data.

Term

Definition

4-Week Impressions

The total impressions a unit receives over a four-week period.

4-Week Price / Negotiated Price

The actual cost to book a unit for a four-week period.

4-Week Rate Card

The market, or list, value of a unit for a four-week period, before negotiation.

CPM

Cost per thousand impressions — the standard way out-of-home media pricing is expressed and compared.

Forced Production

Whether the media owner requires that it manage printing and creative production for the unit.

Installation Cost

The cost to install one creative asset on a unit.

Production Cost

The cost to produce one creative asset, such as printing a vinyl or poster.

Term

Definition

Directly Attributed Conversions

Conversions from device IDs found in both the exposure data and an outcome dataset (web pixel, app event, or footfall), indicating a device was exposed to the ad and then took a measurable action. (Compare: Total Estimated Conversions.)

Exposures

A device observed within an ad unit's viewshed — the out-of-home equivalent of a digital impression.

Frequency

The average number of times a device was exposed to the ad units over the campaign.

Impressions

The measured number of opportunities to see an ad.

Play Logs

Timestamps of when a digital ad played, or the dates a static unit was live during the campaign.

Plays

The number of times an ad plays, or flips, on a digital screen.

Time Window

The tolerance around a play, from seconds to minutes, during which a device must be in the viewshed to count as an exposure.

Total Estimated Conversions

An estimate that scales directly attributed conversions up to account for known measurement gaps, since only a portion of devices and web traffic can be captured and matched. A conservative model of full-population impact. (Compare: Directly Attributed Conversions.)

Viewshed

The geographic polygon around an ad unit, sized by unit type, representing where a viewer is likely to have seen the ad.