Resources The terms behind the numbers,
The terms behind the numbers,
explained plainly.
A short glossary of the audience-measurement and fleet terms you'll see across this site — and a few tools to go deeper.
Eight terms worth knowing.
- OTS (Opportunity to See)
- The number of people who had the physical opportunity to view a screen or advertisement — the foundation metric for out-of-home and DOOH audience measurement.
- Reach
- The count of unique people exposed to a screen or campaign over a given period, as distinct from total impressions or opportunities to see.
- Dwell (dwell time)
- How long a person or vehicle remains within range of a sensor or in front of a screen — a signal of genuine engagement, not just passing traffic.
- Attention rate
- The proportion of people who were in range of a screen and actually looked toward it, rather than merely passing by.
- Proof-of-play
- A verified record that specific content actually played, at a specific time, to a measured audience — evidence that goes beyond a scheduling log.
- OTA (Over-the-Air update)
- A remote software or configuration update pushed to a device without anyone visiting the site in person — the mechanism behind silent fleet updates.
- Edge processing
- Running AI analysis directly on the device (at the "edge" of the network) rather than sending raw video to the cloud — video is analysed and discarded locally, and only anonymous results are transmitted.
- GDPR / anonymous by design
- A privacy approach where no personal data — faces, plates or identifiers — is ever stored or transmitted; only aggregate, anonymous counts leave the device, aligning with GDPR principles from the ground up.
See the numbers on your own estate.
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