For advertisers · measurement & proof
Most platforms show you numbers. We show you how they're counted.
Four numbers run a campaign report, and each one arrives with the class it was produced under: deterministic, modelled or statistical.
How we count
The four numbers, and where each one comes from.
| Number | How it's produced | Class |
|---|---|---|
| Plays | Confirmed by the device, sealed in a tamper-evident ledger, MRC-aligned; invalid traffic filtered and disclosed | Deterministic |
| Impressions | Plays × audience model on the IAB DOOH framework; evidence grade published per venue; methodology versioned, corrections logged | Modelled — disclosed |
| Attributed sales | SKU-matched till data where the loop closes at the counter | Deterministic |
| Incremental lift | Exposed vs control store methodology, capability proven across 4,000 locations; study design disclosed per campaign | Statistical |
Every campaign report carries the same grades, and a number we can't source is labelled as modelled.
The classes
Three grades, applied the same way every time.
Deterministic
Counted from a device or a till feed. The event happened and the platform holds the record of it.
Modelled
Produced by a published model. Every factor in the chain is graded measured, audited or assumed, and the model is versioned.
Statistical
Read from a study design — exposed stores against matched control stores — and the design is disclosed with the result.
The grades in the product
Each factor behind an impression states its basis.
An impression is a chain of factors: transactions in the hour, party size, conversion rate, exposure window, visibility. The platform labels each one measured, audited or assumed before it multiplies them.
The methodology
The method ships inside the platform.
Buyers read what counts as a play, how plays become impressions, and which defaults are assumed — on the same screen the numbers came from. Corrections are logged where they happened.
Proof
Read a real report before you buy anything.
We'll send a sample campaign report with the grades and the study design left in.