Glossary

The vocabulary of the channel, in plain English.

DOOH, CPM, daypart, geofence, audience composition, and the rest of the words you'll hear in any media planning conversation about bar TV, programmatic, or rideshare.

The Highfloor glossary defines the out-of-home, DOOH, programmatic, and bar TV advertising terms that come up in every media planning conversation. Each entry includes a one-line definition for quick reference plus a longer explanation for context — written for operators rather than encyclopedia readers.

Atmosphere Effect

The phenomenon where ad performance differs based on the surrounding venue context — same ad, different bar, different result.

Audience Composition

The demographic mix of an audience exposed to an ad — used heavily in regulated-vertical compliance.

Bar TV Advertising

Full-screen ad placements on the TVs in bars, sports bars, restaurants, brewpubs, and similar venues.

Connected TV (CTV)

Television content delivered over the internet to smart TVs, streaming devices, and TV apps.

CPM (Cost Per Mille)

The cost to serve one thousand ad impressions — the standard pricing unit in most media planning.

Daypart

A defined block of the day used for media planning — e.g., morning drive, primetime, late-night.

Digital Out-of-Home (DOOH)

Digital out-of-home advertising — ad placements on internet-connected screens in physical venues, transit, and street furniture.

DSP (Demand-Side Platform)

Software used by ad buyers to manage and bid on ad inventory across multiple ad exchanges.

Foot-Traffic Attribution

Measuring how an ad campaign drove physical visits to a location, typically via mobile-device-panel data.

Geofence

A virtual perimeter around a physical location used for ad targeting or attribution measurement.

In-Venue Advertising

Ad placements running on screens or surfaces inside physical venues like bars, restaurants, gyms, and lounges.

Out-of-Home (OOH)

Out-of-home advertising — any ad placement reaching the audience outside the home (billboards, transit, venue media).

Programmatic DOOH (pDOOH)

Programmatic digital out-of-home — DOOH inventory bought through automated, real-time auctions via DSPs and SSPs.

Rideshare Advertising

Ad placements on rideshare in-vehicle screens, on-app surfaces, or rideshare car-top displays.

SSP (Supply-Side Platform)

Software used by publishers and venue networks to expose their ad inventory to multiple DSPs.

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