Terms to Know

An accelerometer is an electro-mechanical device used in mobile smartphones to sense vibrations or movement. Many location SDKs use an accelerometer to resolve when it should query the Operating System for fresh GPS coordinates (i.e. when the device comes to rest or begins to move).

The number of ad groups created in the StreetMetrics platform.

An algorithm is a mathematical process, often operated on computers, which performs data processing, calculations, automated decision-making and other actions. For mobile location data, these algorithms are used on large data stores to automatically assume device resting points (typically work and home locations), or clean imprecise or inaccurate data.

An API is an automated specification for software programmers to interact with a software service. Like mobile location data providers, companies often provide APIs for outside parties to easily and programmatically access their services.

StreetMetrics’ App Install Conversion Analysis is designed to measure App Installs as a result of a moving Out-of-Home (MOOH) campaign. Our technology identifies mobile devices that are exposed to a MOOH ad, and then determines if the exposed audience downloaded a corresponding App. We partner with a variety of mobile measurement partners (MMPs) and leverage trillions of points of geo-location data to effectively measure App Installs attributable to exposure to a MOOH ad.

Indicates whether an asset is ‘active’ or ‘inactive’ within the StreetMetrics platform. All asset_ids marked ‘active’ will be processed for measurement.

The broadest definition of an asset. Either Vehicle or Stationary.

A grouping of asset_ids based on common asset characteristics, typically including some combination of the manufacturer, model, vehicle length and year (for vehicles).

This field is custom identifier that gives you another way to group your assets. Asset_grouping can be used by transit operators to group assets (vehicles) that operate from the same garage, or used as a custom field.

The asset_id, or vehicle ID, is a unique reference identifier associated to each vehicle that appears in the customer’s integrated GPS or GTFS API data feed. The field can contain numbers, letters and special characters.

The name of the market assigned to each asset_id. For asset_ids operating outside the United States, a market is defined as the known region in which the asset_id operates.

The name of the asset owner (i.e. transit authority).

The asset_specific field is for entering the specific vehicle type (Bike, Bus, Mobile Billboard, Pedi Cab, Scooter, Taxi, Light Rail, Box Van, Semi Trailer, Trolley, Double Decker, Tour Bus, Delivery Truck).

The likelihood that your customers would or would not be members of certain audience segments is based on our comprehensive audience parameters. Audience Affinities are constantly updated based on observing locations that a device frequents in the real world or by contextualizing the publisher from which the data is received. They are updated on a trailing 90. There are 23 Audience Affinities available within the StreetMetrics platform.

Likelihood that your exposed audience would or would not be members of certain audience segments based on our comprehensive audience parameters.

Likelihood of the demographics audience compositions based on devices observed in proximity to an ad.

The estimated number of people exposed to a media product associated to a group of vehicle(s) or creative(s) divided by the amount of time the group of vehicle(s) or creative(s) were not driving, averaged by day.

The estimated number of people exposed to a media product associated to a group of vehicle(s) or creative(s) divided by the amount of time the group of vehicle(s) or creative(s) were driving, averaged by day.

The number of impressions measured divided by the total number of ad plays.

The estimated number of people exposed to a media product divided by the distance traveled, averaged by day.

The estimated number of people over the age of 18 exposed to a media product, averaged by day.

The average distance traveled on a daily basis, measured in miles, averaged by vehicle or creative.

The amount of time a group of vehicle(s) or creative(s) was driving, averaged by day.

The amount of time a vehicle or creative was not driving, averaged by day.

The number of total MAIDs a group of vehicle(s) or creative(s) were exposed to, averaged by day and by vehicle(s) or creatives(s).

The number of unique MAIDs a group of vehicle(s) or creative(s) were exposed to, averaged by day and by vehicle(s) or creatives(s).

Impressions solely based on individuals over the age of 18.

The ability to quantify organic growth or decline in visitation separate from the growth of observable devices over time, which may otherwise be skewed by data sources onboarded and offboarded.

Beacons are small hardware devices that allow extremely accurate positioning within a small area (approximately 50 meters). Beacons track smartphones and tablets using a different identifier than GPS and can not track device usage outside the network they are connected to.

The list of browsers an website visitor is using the access the internet and ultimately the website; reported browser types are Google Chrome, Mozilla FireFox, Apple Safari, Internet Explorer, and Microsoft Edge.

The number of campaigns created in the StreetMetrics platform.

CBSA (Core Based Statistical Area): Defined by the United States Office of Management and Budget, a metropolitan area(s) within larger markets (e.g. DMAs) containing a substantial population nucleus, together with adjacent communities having a high degree of economic and social integration with that core. CBSA’s are a standard geography for buying and selling media.

The CCPA (California Consumer Privacy Act) went into effect Jan. 1, 2020, and enforcement by California’s Office of the Attorney General began July 1, 2020. The CCPA establishes the following privacy rights for people in California: A right to know what personal data is collected, used, shared, or sold by businesses. A right to delete personal data. A right to prohibit the sale of personal data.

The Common Day Time Location (CDL) is the location a device commonly appears in the real world between 10 AM and 2 PM. The lat/long for each device ID is offset by 50m to obfuscate any known address, and is visualized/grouped by Census Block or Zip Code.

The Common Evening Location (CEL) is the location a device commonly appears in the real world between 8 PM and 2 AM. The lat/long for each device ID is offset by 50m to obfuscate any known household address, and is visualized/grouped by Census Block or Zip Code.

When a phone connects to its carrier network, the smartphones' cellular signal can be picked up by three or more cell towers. When this connection happens, it is possible to estimate the location of the phone using a triangulation method of measuring signal strength to the three towers. The average accuracy of location can vary between 500m and 1500m.

A census block is the smallest geographic unit used by the United States Census Bureau during the full census period, where all households (as opposed to a sample) are polled for demographic information. It is the smallest area that you can get demographic data for.

A Census Block Group is the second-lowest level of geographical unit used by the United States Census Bureau. It lays between the Census Tract and the Census Block. Typically, Block Groups have a population of 600 to 3,000 people and are identified by a unique 12-digit FIPS code.

The process of selecting and scheduling individual unit locations to maximize Out-of-Home advertising objectives.

CTR is the ratio of users who click on a specific ad to the total number of users who were exposed to the ad.

The length of time a device took to visit a website after it was observed in proximity to the control vehicle.

Number of conversion page loads from unique control devices.

Number of conversions divided by the number of control homepage visits.

The number of times a device was exposed to a control vehicle before being observed on the website.

The number of times a device was exposed to a control vehicle before being observed in the location(s).

The length of time a device took to visit a location after it was observed in proximity to the control vehicle.

The time of day a person was observed on the website after they were observed in proximity to the control vehicle and went to the website.

The length of time a person was observed on a website after they were observed in proximity to the control vehicle and went to the website.

Number of unique observed devices in the location(s) divided by the unique control vehicle devices.

Number of homepage visits divided by unique control devices.

Number of website/landing page visits divided by unique control devices.

Number of homepage visits from control devices.

Number of website/landing page visits from control devices.

Number of unique observed devices in the location(s) from control vehicle devices.

The number of conversions divided by the number of visits to a website.

The number of times a specific action (i.e. purchase) was taken, as recorded by your pixel.

A calculation that represents the average cost for 1,000 impressions. This is generally the "price" charged in the mobile advertising ecosystem for use of audiences or the display of ads.

CRM is a phrase used to encompass all the activities related to managing a company's communications and interactions with their customers and/or sales leads.

The amount of unique individuals using an app or product on a daily basis, averaged over a number of days to ensure the mitigation of day-to-day fluctuations in volume.

A platform which enables the creation of audience segments by combining various sets of first, second and third party data for analysis or advertising.

A DSP is a buying interface hooked into Real-Time Bidding networks which enable advertisers to purchase advertisements in near real-time.

The composition of an audience that was exposed to an ad.

Demographic audiences available for StreetMetrics include age, education, ethnicity and household income. Leveraging Common Evening Locations, StreetMetrics can tie devices to Census Blocks to provide insight into the composition of your customers using the latest ACS data.

A device ID (device identification number) is a unique identifier associated with a single device. In the mobile location data world, these identifiers are advertising IDs: MAIDs (Mobile Advertising IDs), or IDFA (Apple Identifier for Advertising), or AAID (Android Advertising ID).

Display_name is the unique name associated to an asset_id within the StreetMetrics platform.

The interval of time an outdoor advertising campaign is run.

An Out-of-Home ad display that can diversify its content using addressable technology.

A television market area defined by Nielsen Media Research that is also used by advertisers for multi-media planning. DMAs are non-overlapping and cover the entire United States.

The length of time a device took to visit a website after it was observed in proximity to the exposed vehicle.

Number of conversion page loads from unique exposed devices.

Number of conversions divided by the number of exposed homepage visits.

The number of times a device was exposed to a [media product, creative, vehicle?] before being observed on the website.

The number of times a device was exposed to a media/vehicle/creative before being observed in the location(s).

The length of time a device took to visit a location after it was observed in proximity to the media/vehicle/creative.

The time of day a person was observed on the website after they were observed in proximity to the exposed vehicle and went to the website.

The length of time a person was observed on a website after they were observed in proximity to the exposed vehicle and went to the website.

Number of unique observed devices in the location(s) divided by the unique exposed devices.

Number of homepage visits divided by unique exposed devices.

Number of website/landing page visits divided by unique exposed devices.

Number of unique observed devices in the location(s) from exposed devices.

Number of homepage visits from exposed devices.

Number of website/landing page visits from exposed devices.

ESRI is an international supplier of geographic information system (GIS) software, web GIS and geo-database management applications.

The reasonable opportunities for ads to be observed.

The surface area on an outdoor unit where advertising copy is displayed. A structure may have more than one face.

Data collected directly from users by app publishers who have the direct consent from users.

For Out-of-Home (OOH) media, frequency is the average number of times an individual notices an OOH advertising message during a defined period of time. Frequency is typically measured over a four week period, but can be reported for any campaign length.

The number of times a device was observed in proximity to a vehicle each day.

GDPR is a European Commission privacy regulation that came into effect on May 25, 2018. GDPR is intended to provide users additional control and consent over their private data. Under GDPR, in order for a company to receive personally identifiable information, the user must give explicit consent for the company to receive and use the data.

The process of translating a physical address to latitude-longitude coordinates.

A method generally used to deliver ads to an area defined by a geographic point using lat/long and a radius in order to establish a virtual “fence” around that point.

Another term for mobile location data.

A global system of U.S. navigational satellites developed to provide precise position and velocity data for use for travel and navigation. This data is the most precise of the currently-available mobile location data.

The name of the GPS provider for this asset; for Transit Authorities using GTFS, enter the transit authority abbreviation followed by ' - GTFS.'

The sum of impressions delivered against a demographic audience for an advertising schedule. Unless specified, they include all individuals, regardless of the origins of their trips.

Horizontal Accuracy represents the margin of error of knowing the specific GPS coordinates of a device. Because GPS coordinates rely on ongoing triangulation of satellites, the accuracy of knowing the location of a device is limited if there are objects blocking the signal from a mobile device. For example, if a mobile phone is inside of a building, it's hard to identify the location of that device with precision.

A hotspot is a physical location that offers Internet access over a wireless local area network (WLAN). Hotspots typically use Wi-Fi technology to make the connection to the internet.

The Identifier for Advertisers (IDFA) is a random device identifier assigned by Apple to a user’s device. Advertisers use this device to track data so they can deliver customized advertising. The IDFA is used for tracking and identifying a user (without revealing personal information).

The total number of times a person passing an MOOH ad was likely to notice the ad. Our technology tracks the path of a moving ad via GPS, then compares the route of the ad to time-stamped location pings from mobile devices. For digital ads, each ad play is tracked in the same manner. We then measure the number of mobile devices that fall within the ad’s Visibility Cone along its journey (or during the ad play for digital ads). Using known device counts as the foundation for our analysis, and accounting for external factors like weather and time of day, we apply our advanced impression modeling algorithm to accurately estimate total impressions garnered by a given ad.

The estimated number of people exposed to a media product associated to a group of vehicle(s) or creative(s) divided by the amount of time the group of vehicle(s) or creative(s) were driving.

The estimated number of people exposed to a media product associated to a group of vehicle(s) or creative(s) divided by the amount of time the group of vehicle(s) or creative(s) were not driving.

The number of impressions measured for each individual adPlay.

The estimated number of people exposed to a media product divided by the distance traveled.

An intercept survey is a research method used to gather on-site feedback from consumers at and about a specific location.

The Internet of things describes the network of physical objects—a.k.a. "things"—that are embedded with sensors, software, and other technologies for the purpose of connecting and exchanging data with other devices and systems over the Internet.

An IP address is an identifier which acts as a network address for each device connected to the Internet and is used to route data to intended computers and devices.

The last known person to login to the StreetMetrics platform and the associated timestamp.

A delay in the transfer of data. In the mobile location data space, this delay refers to how much time passes between a data point being captured by a phone and its injection into a mobile data store which can be used for analysis.

Latitude represents a point on the earth’s surface parallel to the equator, and longitude represents a point on the earths’ surface between the two poles. Together, these two measurements can specify the position of any location on the planet. The specificity of the location is dependent upon the number of decimal degrees. These coordinates are measured in decimal degrees. For example, a lat/long to 5 decimal degrees represents an accuracy of 1.1 meters (i.e., the exact location is within 1.1 meters of the represented point).

The Lat/Long coordinates or addresses associated to the locations in the study.

Generic term encompassing the use of mobile location data to analyze locations and infer insights to assist in the analysis of a variety of pressing business questions.

The number of locations created in the StreetMetrics platform.

The portion of the OTS (Opportunity to See) audience who are likely to see an ad, which is based on variable and conditional factors that can impact the probability of an audience to see an ad. LTS in OOH measurement

takes into account further refinement with factors such as consumer behavior in proximity of the ad, visibility or eye tracking studies or technology, the speed of traffic on the road, time based event and environmental factors (such as weather triggers) that cause real-time changes in audience composition.

A market in the U.S. is defined as a group of counties that form a geographic area which represent specific television markets.

Within a dataset, the average number of unique devices seen in a month. This metric can be a good way to measure apples-to-apples the size of a particular data vendor's reach, and roughly measure against overall population of a country or region

A methodology by which the ROI can be measured from the display of advertising to an in-store visit. Attribution vendors use different methodologies to determine this ROI.

The media format is the distinction between a traditional media product and a digital media product; Choices: ‘Static,’ or ‘Digital.’

The ad height, in inches.

The media placement refers to the area the media is placed: either ‘Exterior’ or ‘Interior.’

The media position indicates which part of the vehicle the advertisement is on; you must choose from one of the following: Front Side, Street Side, Curb Side, Rear Side

The media product type is a unique identifier used to describe the type of ad placed on the asset.

The ad width, in inches.

The number of unique media products onboarded.

The distance traveled, measured in miles, for a defined group of vehicle(s) or creative(s).

Typically represented in Latitude and Longitude coordinates obtained by GPS, mobile location data is generated on an opt-in basis from smartphones and tablets.

The amount of time a group of vehicle(s) or creative(s) were driving.

A Metropolitan statistical area consists of the county or counties (or equivalent entities) associated with at least one urbanized area of at least 50,000 population, plus adjacent counties having a high degree of social and economic integration with the core as measured through commuting ties.

Specific to a Digital Advertisement, these are the number of times an ad plays on a screen. StreetMetrics measures these as the number of "routable" segments passed through to us.

The number of reports run in StreetMetrics platform.

Number of total observed devices in the locations.

Number of unique observed devices in the locations.

The software that supports the computer a person is using to access the website; reported operating systems include Mac OS, iOS, Android, Linux, Windows

Media is purchased on an Opportunity-To-See (OTS) basis, which defines viewable impressions. This means marketers are buying the potential to reach consumers in the media in which their advertisement is placed. OTS impressions are measures of media exposure (e.g. magazine readership or the TV program exposures). OTS for OOH measurement applies to audiences passing through a viewshed of an OOH media location. OTS is a refinement to the OOH circulation to produce an audience impression. StreetMetrics uses OTS.

All media formats intended to reach consumers "outside the home."

The percentage of the total audience of which a brand target demographic group comprises (e.g. 65% of the total impressions for Adults 18+ were Men 24-64).

Personally-Identifiable Information is any type of information that can be used by itself or in combination with other information in order to identify an individual person.

A pixel is a snippet of code that can be placed on a client's website to help StreetMetrics understand visitations and actions that people take on the client's site. Using information provided by the pixel ('pings'), StreetMetrics matches the exposed Device IDs from the OOH campaign to the Device IDs that visited the website.

Pixel Fires: The number of page loads seen by a unique IP address per hour.

Pixels Created: The number of pixels created in the StreetMetrics platform.

POI (Point of Interest): POI refers to a dataset consisting of boundaries around high-value locations such as storefronts, parks, government buildings, tourist attractions, etc.

A polygon is a precise, virtual line which is drawn around the perimeter of a building or specific area, as close as 3 feet, where mobile device ID's are identified when they enter those precise polygons.

An outdoor company provides POP, a certificate, that proves contracted advertising services have been implemented.

The total number of people who live within a particular market. The population can be divided up by key demographic groups.

Precise Location Information is data that describes the precise geographic location of a device. The data is derived through any technology that is capable of determining, with reasonable specificity, the actual physical location of an individual or device, such as GPS-level latitude-longitude coordinates or location-based radio frequency signal triangulation.

Python is an interpreted, object-oriented, high-level programming language with dynamic semantics. Its high-level built-in data structures, combined with dynamic typing and binding, make it very attractive for Rapid Application Development, as well as for use as a scripting or glue language to connect existing components together. Python is a popular programming language, favored by data scientists and data engineers, for manipulating data sets. Its high-level and modular approach make it relatively easy for programming newbies to be able to run basic Python scripts to do lower-level analysis.

In the mobile location data world, a radius is straight line from a point, represented in Lat/Long, to the circumference of a circle. A point + radius approach is often used for visit determination and/or targeting purposes in mobile advertising.

The approximate percentage of a target audience’s population who notice an ad at least once during an Out-of-Home campaign.

The percentage of unique persons in a particular MSA exposed at least once to an ad over a defined period of time.

Typically associated to a Transit Agency's fleet, these are the assigned and predefined route(s) a vehicle is assigned to.

Real-time bidding refers to the buying and selling of online ad impressions through real-time auctions that occur in the time it takes a webpage to load. Those auctions are often facilitated by ad exchanges or supply-side platforms. As an ad impression loads in a user’s Web browser/mobile phone, information about the page it is on, the user viewing it, and the user's location, is passed to an ad exchange which auctions it off to the highest bidder. The winning bidder’s ad is then loaded into the webpage nearly instantly; the whole process takes just milliseconds to complete.

Software as a service (or SaaS) is a way of delivering applications over the Internet, as a service. Instead of installing and maintaining software, you simply access it via the Internet, freeing yourself from complex software and hardware management. SaaS applications are sometimes called Web-based software, on-demand software, or hosted software. Whatever the name, SaaS applications run on a SaaS provider’s servers. The provider manages access to the application, including security, availability, and performance.

An SDK is a small program that app publishers can use to access another company's services within their own app. In the mobile location world, these SDKs are generally the part of apps that collect the GPS data and are provided by mobile location vendors and advertising vendors. Most location SDK companies are 2nd party data suppliers of mobile location data.

2nd Party Data generally refers to data purchased directly from the 1st party who collected the data.

A bulletin, positioned in a prime location within a market, that is typically larger than 14′ x 48′. It is often unique and utilizes special embellishments.

SSP (Supply Side Platform): A SSP enables digital media sellers, both in-app and on the web, to sell their inventory to buyers via a real-time bidding marketplace.

The amount of time a group of vehicle(s) or creative(s) was not driving.

3rd Party Data generally refers to data (including mobile location data) that is purchased and aggregated from other sources (often 2nd party data sources), and not a direct integration.

The time to see is the amount of time a device took to visit a [Website, Location] after observed within proximity to the ad. Reported back as an average for the entire campaign.

The time, down to the second, a mobile device grabs a location point.

The total number of devices observed within proximity to the vehicle.

The estimated number of people over the age of 18 exposed to a media product.

Number of page loads seen by all IP addresses.

Number of locations being analyzed in the In Store Visitation study.

Advertising displays affixed to public transportation vehicles or in the common areas of transit stations and terminals. Transit displays include, but are not limited to: bus panels, train/rail panels, airport panels, taxi panels and bus stop street furniture.

A trade area is defined as the geographic boundary from which a location generates the majority of its customers. There are more simplistic trade area boundaries (1,3 or 5 mile rings) to more complex boundaries involving CRM data or sales projections.

The number of users created and associated to a specific client account in the StreetMetrics platform.

The number of unique devices observed in proximity to the vehicle.

Number of page loads seen by a unique IP address per hour.

The vehicle_length in feet.

The name of the vehicle manufacturer.

The name of the vehicle model.

The vehicle’s fuel type; example: ‘gas,’ ‘diesel,’ 'bio-diesel,' ‘hybrid,’

‘electric.’

The year the vehicle was built.

The number of vehicles onboarded to the StreetMetrics platform.

The area around an ad wherein a person has the best possible opportunity to view the ad.

StreetMetrics’ Visitation Analysis is designed to measure in-store foot traffic attributable to an OOH ad campaign. Our technology identifies mobile devices that were exposed to an OOH ad, then determines if the exposed devices appeared at a given location. We leverage trillions of points of geo-location data to effectively measure visitation as a result of exposure to an OOH ad.

Total unique devices observed in a location.

StreetMetrics’ Website Conversion Analysis is designed to measure website visits attributable to a moving Out-of-Home (MOOH) campaign. Our technology identifies mobile devices that were exposed to a MOOH ad, then determines if the exposed audience visited a website. We leverage trillions of points of geo-location data to effectively measure website conversions as a result of exposure to a MOOH ad.

StreetMetrics’ Website Lift Analysis is designed to measure website visits attributable to a moving Out-of-Home (MOOH) campaign compared against website visits attributable to a control group. Our technology identifies mobile devices that were exposed to a MOOH ad, then determines if the exposed audience visited a website. We leverage trillions of points of geo-location data to effectively measure website lift as a result of exposure to a MOOH ad.

The number of website visits divided by the number of unique devices.

The number of website visits from exposed devices.