insights
For people who want to understand the medium.
The fundamentals of digital out-of-home, how audience measurement actually works, programmatic trading and privacy. Written to make the subject clear, not to sell advertising.
DOOH fundamentals
What Is DOOH? A Guide to Digital Out-of-Home Advertising
What is DOOH? A clear guide to digital out-of-home advertising — its definition, how it differs from print OOH, where screens live, and why it's measurable.
15 min read
Audience measurement
How DOOH Audience Measurement Works
How does DOOH audience measurement work? Understand the measurement, currency and activation layers, modeled vs measured audience, and the methods involved.
15 min read
Programmatic and trading
What Is Programmatic DOOH and How Does It Work?
What is programmatic DOOH, how the auction works, the DSP/SSP/exchange roles, and deal types — plus why audience measurement feeds the whole chain.
28 min read
Guide for brands
A Brand's Guide to DOOH Advertising: Where to Start
A practical DOOH advertising guide for brands: set goals, define your audience, choose screens and formats, pick direct vs programmatic, and plan measurement — step by step.
20 min read
DOOH fundamentals
What the medium is, which screen types exist, how it differs from classic out-of-home.
3 articles
DOOH fundamentals
cornerstoneWhat Is DOOH? A Guide to Digital Out-of-Home Advertising
What is DOOH? A clear guide to digital out-of-home advertising — its definition, how it differs from print OOH, where screens live, and why it's measurable.
15 min read
DOOH fundamentals
OOH vs DOOH: Key Differences
OOH vs DOOH: what's the difference? We compare static and digital out-of-home on format flexibility, pricing, dynamic content, and — most of all — measurement.
14 min read
DOOH fundamentals
DOOH Screen Types and Ad Formats
A guide to DOOH screen types and ad formats: roadside, transit, mall, retail, airport, and EV-charging screens, and how venue and dwell time shape each format.
18 min read
Audience measurement
How impressions, dwell and attention are measured; the difference between modelling and counting.
3 articles
Audience measurement
cornerstoneHow DOOH Audience Measurement Works
How does DOOH audience measurement work? Understand the measurement, currency and activation layers, modeled vs measured audience, and the methods involved.
15 min read
Audience measurement
What Is an Impression? How DOOH Counts Them
What is a DOOH impression, how does it differ from a play, and how is it counted? The impression multiplier and modeled vs measured counting, with examples.
15 min read
Audience measurement
OTS and LTS: DOOH Impression Metrics
What are OTS and LTS, how do they differ, and why is the IAB moving from OTS to LTS? Understand DOOH impression metrics and how well they reflect real viewing.
15 min read
Programmatic and trading
DSPs, SSPs, auction types and audience-based buying.
3 articles
Programmatic and trading
cornerstoneWhat Is Programmatic DOOH and How Does It Work?
What is programmatic DOOH, how the auction works, the DSP/SSP/exchange roles, and deal types — plus why audience measurement feeds the whole chain.
28 min read
Programmatic and trading
DSPs, SSPs, and DOOH Exchanges
What are DSPs, SSPs, and exchanges, and how do they connect buyers to screen owners in DOOH? Roles, the data partner concept, and a clear role table.
11 min read
Programmatic and trading
OpenRTB and DOOH: The Impression Multiplier
OpenRTB 2.6's DOOH support: how the dooh object and imp.qty.multiplier turn one play into many billable impressions, and how a measurement layer feeds the multiplier.
17 min read
Privacy and standards
KVKK, privacy-first measurement design and industry standards.
3 articles
Privacy and standards
KVKK/GDPR and DOOH: Data Privacy on Digital Screens
DOOH data privacy under GDPR and KVKK: the legal line between anonymous, aggregate measurement and processing personal data on digital screens.
14 min read
Privacy and standards
Privacy-by-Design Measurement: Anonymous and On-Device
Privacy-by-design measurement explained: the 6 principles of anonymous, on-device DOOH measurement that stores no image and creates no identity.
16 min read
Privacy and standards
DOOH Measurement Standards: IAB, MRC, and Geopath
DOOH measurement standards: IAB guidance and OpenRTB, MRC independent accreditation, and Geopath/Nielsen/Route currency — why they matter for trust and budget.
18 min read
Guide for brands
Campaign planning, creative principles, attribution and choosing a provider.
3 articles
Guide for brands
cornerstoneA Brand's Guide to DOOH Advertising: Where to Start
A practical DOOH advertising guide for brands: set goals, define your audience, choose screens and formats, pick direct vs programmatic, and plan measurement — step by step.
20 min read
Guide for brands
Measuring DOOH Campaign Effectiveness and ROI
How do you measure DOOH ROI? Brand lift, footfall attribution, mobile retargeting, and sales correlation methods, realistic expectations, and pitfalls — a neutral guide.
19 min read
Guide for brands
DOOH CPM and Pricing: How to Plan Your Budget
How do DOOH CPM and pricing work? What drives the price, approximate CPM ranges (marked), and how to plan a budget — a neutral, practical guide for brands.
17 min read