MEASUREMENT
Every play is logged with where it ran, when and how many devices were in range. Here’s exactly what each number means and how it’s made.
01GLOSSARY
- Play
- One run of a creative on a unit’s faces, from the start of its slot to the end.
- Proof of play
- The logged record of a play: the unit, the time, the zone and the in-range index.
- Zone
- A geofence drawn around a neighbourhood, with profile tags that describe it.
- Daypart
- A block of hours used for planning and booking, such as lunch or late.
- Share of voice
- The share of the slots in a screen’s loop that your creative gets.
- Devices in range
- Distinct nearby devices counted during a play, de-duplicated and reported as a relative index, not a headcount.
- Footfall index
- How busy a zone is in a given hour, relative to the same zone at other times.
02HOW COUNTING WORKS
- 01
The unit picks up nearby device signals during a play.
- 02
Signals are de-duplicated on the unit.
- 03
Each play gets one aggregate count.
- 04
The count lands in the dashboard as an index.
03HONEST LIMITS
- Phones randomize their identifiers, so the count is an index, not a headcount.
- It’s calibrated against manual counts during the pilot.
- Method changes are versioned in the changelog below.
Method changelog
| Version | Date | Change |
|---|---|---|
| 0.1 | Oct 25, 2026 | First published method for the Toronto pilot. |
04WHAT WE NEVER DO
- Identify people
- Store device IDs
- Build retargeting audiences
- Sell device-level data