Glossary
The words of DOOH advertising, explained.
Plain-language definitions of digital out-of-home advertising terms, and exactly what each one means on AdCrafto.
The market
- AdvertiserA brand or business that buys screen time to show its own ads.
- AgencyA company that plans and buys DOOH campaigns on behalf of advertisers and earns a commission for it.
- AudienceThe people who see ads on screens in public places.
- DOOHDigital out-of-home: advertising shown on digital screens in public places such as roadsides, metro stations, malls, airports and cinemas.
- Media ownerA company that owns or operates digital screens and sells the ad time on them.
Screens and inventory
- CMSThe part of AdCrafto where media owners connect screens and manage what plays on them.
- InventoryAll the sellable ad time on a media owner's screens.
- ScreenOne digital display listed on AdCrafto, with a location and a venue type.
- SlotOne unit of inventory: a share of a screen's ad loop for a period of time.
- Venue typeThe kind of place a screen is in, such as a roadside, metro station, mall, airport, cinema or gym.
Buying and selling
- BookingThe slots a campaign has reserved on a media owner's screens.
- CampaignA buyer's chosen creatives, screens, schedule and budget.
- ContentAnything other than a paid creative that a media owner shows on their screens.
- CreativeThe image or video ad a buyer uploads for a campaign.
- Direct demandDeals a media owner sells and books themselves, with their own clients.
- DSPDemand-side platform: software that buyers use to purchase ad space across many sellers.
- ProgrammaticDemand bought automatically by other ad-buying platforms through AdCrafto's connections.
- Self-serveDemand from advertisers and agencies who find and book a media owner's slots themselves on AdCrafto.
- SSPSupply-side platform: software that sellers use to make their ad space available to buyers automatically.