Four layers converge on each bid 27. Venue type and geo are static — fixed per screen 1. Events and daypart add scheduled context 2. Mobile panel data reveals who is nearby — travelers, event attendees, commuters — not just headcount 3. Triggers like weather gate campaigns entirely on or off 4. All four stack into a single enriched bid 5.
FIELD NOTES
- Mobile audience overlay lifts CPMs 20-50% over unenriched inventory
- Weather-triggered ads hit 90% recall vs 65% for static
- Bid can fire hours before play — enrichment signals go stale