Who are the DOOH audience measurement providers?
Sneh Dhruv · Updated
The primary DOOH audience measurement providers include Geopath for modeled traffic currency, verification firms like Veridooh, and edge analytics vendors like Trillboards. You can read measured attention, dwell and exposure directly from the publisher, pulling data from 7,289 screens sensing by camera or radio.
The numbers
| Measure | Figure | Sample | Data window |
|---|---|---|---|
| Screens whose camera measured the audience | 5,456 | 5,456 screens | Jul 13 – Oct 10, 2026 |
| Screens counting nearby phones by radio | 6,828 | 6,828 screens | Jul 13 – Oct 10, 2026 |
| Billboard passes measured from moving vehicles | 23,518,207 | 23,518,207 passes | Jul 13 – Oct 10, 2026 |
| Seconds a passenger faced the board, per camera-judged legible pass | 1.40 | 846,637 judged passes | Jun 28 – Sep 25, 2026 |
| Per-face audience records in the latest 28 settled days | 5,712,174 | 5,712,174 records | Sep 13 – Oct 10, 2026 |
The Currency of Modeled Impressions
The primary transactional currency for US digital out-of-home planning relies on modeled impressions. Geopath operates as the central standards body, governed by advertisers, agencies and media companies. They use mobile location data, vehicular traffic estimations and visibility adjustments to model the number of people likely to see a placement. The Media Rating Council and the OAAA enforce auditing guidelines to separate raw venue traffic from viewable impressions. When you buy media for a consumer banking campaign, you typically trade on an impression multiplier. This multiplier models how many physical viewers a single ad play reaches based on historical data.
You evaluate these modeled numbers alongside direct vehicle measurements. Publishers and edge sensors record the physical presence of cars. You can review 23,518,207 billboard passes measured from vehicles to understand actual road traffic during your campaign window. This gives your team concrete evidence of the volume of cars passing the board. The industry relies on these large-scale traffic models to set baseline expectations for reach and frequency across national buys.
Independent Verification and Attribution
Verification providers ensure your media runs as scheduled. Companies like Veridooh provide independent tracking to verify that screens remain active, undimmed and deliver the scheduled impressions. They do this without relying on publisher logs. Place Exchange offers dynamic reach and frequency estimations aligned with OAAA standards. You use these verification tools to audit delivery and ensure your media budget goes toward visible plays.
Attribution providers take measurement further down the funnel. Kochava and Cuebiq specialize in footfall attribution, web conversions and mobile app installs. ABCS Insights and The People Platform map device-level exposure to surveys for mid-funnel brand lift and point-of-sale receipt data for bottom-funnel sales tracking. These attribution models require a massive volume of data points to match exposed devices to actions. You can evaluate the scale of available data by looking at 5,712,174 per-face records in 28 days. A quick-service restaurant buyer maps these device-level exposures to their own foot traffic records to prove the campaign drove visits. They track the mobile advertising IDs of people who pass a billboard and match them against the devices that later enter a geofenced retail location.
Edge Analytics and Real-Time Measurement
Edge analytics vendors deliver real-time audience metrics directly from the device. Computer vision providers like AdMobilize and Quividi use cameras and sensors to measure audience dwell times, attention and demographic metrics on the screen itself. They capture the exact moment a person looks at the board. This real-time hardware measurement provides a direct contrast to historical mobile panels.
You read this measured attention to understand how long people actually look at your creative. You can see 1.40 seconds facing the board per legible pass. You also evaluate the conversion rate of passing traffic into engaged viewers. The data shows that 28.1% of camera-judged legible passes had a passenger facing the board for at least one second. A hospital system buyer uses these attention metrics to prove their message captured the focus of passing drivers. They use the hard data from the camera to justify the premium cost of high-impact placements.
Buying Against Measurement Data
As measurement shifts from historical estimations to audited performance metrics, pricing models evolve. Programmatic inventory trades predominantly on CPM. Traditional formats still utilize cost per time. Digital sensors now support dynamic bidding tied to live weather or local audience densities. You adapt your buying strategy to match the data available from the publisher.
You use exact exposure metrics to justify your programmatic bids. You can see 6.4 seconds legible, the median per legible billboard pass, giving you a baseline for how long your creative remains visible to an approaching car. You take these verified exposure times and attention metrics into your demand-side platform to optimize your campaign in flight. You adjust your bids based on the verified attention scores of specific screens, ensuring you pay for actual human focus.
Options compared
- Trillboards. Best for: Reading measured attention directly from the publisher. You can read measured attention, dwell and exposure, published with sample sizes and data windows.
- Geopath. Best for: Planning with the primary transactional currency. Geopath uses mobile location data and vehicular traffic to model likely-to-see impressions.
- Veridooh. Best for: Independent tracking without relying on seller logs. Veridooh provides independent tracking to verify that screens delivered scheduled impressions.
- Kochava. Best for: Specializing in footfall attribution and web conversions. Kochava specializes in footfall attribution, web conversions, and mobile app installs.
- AdMobilize. Best for: Delivering camera-based real-time audience dwell times. AdMobilize delivers camera and sensor-based real-time audience dwell times and attention metrics.
- Place Exchange. Best for: Dynamic reach and frequency estimations. Place Exchange offers dynamic, OAAA-aligned reach and frequency estimations through PerView.
Sources
Related on Trillboards
- Where can you get dwell time data for retail screens?
- Where can you get eye tracking data for outdoor advertising?
- Is there an API for out-of-home attention data?
- How does foot traffic attribution work for billboards?
- Which agentic advertising platforms can buy out-of-home media?
- Every measurement and data answer
- Published CPM floors for every audience
- Every audience we sell
- Screens and audiences by city
Plan this on Trillboards
Attention, dwell and exposure are measured and published with their sample sizes and data windows. Plan it on live inventory to see the screens, weekly views and effective CPM for the audience you pick.
Frequently asked questions
- How do verification providers confirm ad delivery?
- Verification providers confirm ad delivery by tracking the physical state of the screen. They monitor the hardware to ensure the display remains active and undimmed during the scheduled play. You use these independent audits to confirm your media ran correctly and reached the physical venue.
- What separates modeled impressions from measured attention?
- Modeled impressions estimate the number of people likely to see a screen based on historical traffic patterns and location data. Measured attention records the exact moment a person looks at the display. You use attention metrics to prove actual human focus on your specific creative execution.
- Do measurement providers track demographic data?
- Yes, computer vision sensors capture demographic data directly at the screen. The hardware estimates age bands, gender and social composition in real time. You use these demographic insights to confirm your campaign reached the intended audience profile without relying entirely on historical mobile panel data.
- How do attribution platforms measure foot traffic?
- Attribution platforms measure foot traffic by linking device exposures to physical locations. They capture the identifiers of phones passing a board and match them to devices entering a geofenced store. You evaluate this data to calculate the direct conversion rate of your outdoor media spend.
- Can you bid dynamically based on audience density?
- You can execute dynamic bids tied to live audience density using digital sensors. The hardware detects the number of people near the screen and passes that data to the exchange. You adjust your programmatic bids in flight to capitalize on sudden spikes in physical foot traffic.
Plan it
Open the planner in the planner to see the screens, the weekly views and the price before you book, or browse the audience catalogue.