Exposures: An observed device id in the viewshed of the OOH ad unit. This is similar to a digital impression and represents how many devices have been exposed to an ad.
Impressions: Impressions are the number of times people view an advertisement. Essentially, they indicate how many times an individual consumer sees your message from your ad campaign
Plays: number of times an ad actually plays/flips on the screen
Directly Attributed Conversions: Device IDs that exist in both datasets - exposure and events. Events dataset can be pixel based (web), app events, or footfall which also uses exposure data. This presents the story that a device was exposed to the OOH ad and then took some action.
Total Estimated Conversions: A 5X upsample rate applied to the directly attributed conversions. Since we are only able to capture 10-20% of the population, only convert 60% of the web traffic to device ids, and there are drop-offs between matching these 2 datasets we apply a conservative upsample rate to estimate the conversions if we didn't have these drop offs and was able to accurately capture 100% of the data.
Frequency: An average of how many times a device id was exposed to an ad unit in the campaign.
Viewshed: A defined geographic polygon based on the type of ad unit, that encompasses the area where a given device user is likely to have seen your ad.
Play Logs: Timestamps of when the ad played (start and end) or the days when the static unit was up during the campaign.
Time Window: A time filter the device must have been in the viewshed within plus or minus a few seconds to a few minutes of the play to be considered an exposure.