---
updatedAt: 2026-08-21T20:52:36.000Z
agentTools:
  projectIndex: https://docs.mira.co/llms.txt
---

# OOH Differences from Digital

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