Glossary: OOH + DSP + Audience Extension

OOH (Out-of-Home Advertising)

Any advertising visible in real-world environments — drone ads, billboards, signage, events, etc.

Impressions

The estimated number of people exposed to a message. For drone campaigns, this is modeled using telemetry + population density. For digital, it’s based on verified ad calls.

DSP (Demand-Side Platform)

Software that buys digital ads programmatically across mobile, web, CTV, and social.

Audience Extension

The process of retargeting people who were physically exposed to your OOH ad and serving them digital ads across devices.

Pixel

A small tracking script placed on your website to measure conversions and build remarketing audiences.

Frequency

How many times a user sees your ad.

Geo Radius

A mapped zone where exposure is collected or targeting occurs.