A DOOH impression is two estimates multiplied. Hardware confirms each render 1 -- proof of play. Audience data feeds imp.qty.multiplier 2: 14.2 at rush hour, 0.3 at 3 AM 27. Neither certain -- screens log played when off, mobile fades indoors. Billing: estimate times estimate.
FIELD NOTES
- Play logs track the player, not the screen -- display off logs played
- MRC OTS vs LTS differ 2x on same crowd -- billboard 78%, shelter 42%
- burl lag means spend reconciles hours late -- DSPs over-deliver