Most people are familiar with digital and mobile advertising, and have experienced its ubiquity and precision firsthand. The general concept of:

• a mobile ad being placed in your apps
• a black box deciding which ad to show to which people
• observing how many people click on ad
• because they clicked-through an ad, observing and attributing any subsequent actions to that ad

is relatively straightforward. In OOH, however, a key piece is missing: users' interactions with media do not happen in a confined digital environment. Mira overcomes this by using mobile location data to determine which mobile users where exposed to a given OOH ad. The result is a first-of-its kind ability to subsequently attribute other actions users may take to OOH exposure.

Sampling

The key difference between OOH attribution and digital and mobile attribution is that OOH attribution only observes a sample of the true number of users that were exposed. This sample varies from provider to provider, and depends on:

• the size (number of users) of the location data set, i.e. breadth
• the fidelity of the location data set, i.e. depth; for one user, how much distinct information is present
• the assumptions made about what constitutes an exposure