Our glossary provides brief definitions and explanations of terms used on the website. If you cannot find the term you are looking for, please email us so that we can consider adding it to the glossary.
A/B testing is a simple controlled experiment in which two versions (A and B) of a single variable are compared to each other. These two variants are completely identical except for one variation that might affect users’ behavior. A/B test is one the simplest forms of controlled experiment and is useful for understanding user engagement and reaction towards various features, or products.
Emotion analysis is especially effective in A/B testing as it allows marketers to gain true and honest feedback from their testers.
Access control is a security application that places limits on who can enter a particular area. Businesses such as banks, healthcare facilities, coporate offices can use access control to maintain security and minimize the risk of unauthorised persons gaining access to a restricted zone.
Age estimation is how a person’s age is determined based on biometric features.
Age recognition is the process by which someone’s age is estimated. This typically occurs through analysis of different facial features via an algorithm that has been trained using a large database of human faces.
Age verification happens in both online and offline environments in situations where age requirements are in place. An easy example of age verification is the process that occurs during checkout at a supermarket. When an individual is buying alcohol, tobacco or other products which are sold under age-related restrictions, they must prove they are over a certain age in order to make the purchase.
Aggregated Data can be described as numerical or nonnumerical information that has been collected from multiple sources and/or on multiple measures, variables, or individuals. Once the data is collected it is compiled into a data summary or a summary report. This kind of data summary or report is typically used for the purposes of public reporting or statistical analysis.
Android can be defined as a mobile operating system based on a modified version of the Linux kernel and other open-source software. Android is designed primarily for use in smartphones, tablets, and other portable devices. Android is developed by a group of various developers that are known as Open Handset Alliance. Android is commercially sponsored by Google.
Anonymous Video Analytics
Anti-Money Laundering (AML)
The laws and regulations that aim to prevent people from disguising illegitimately obtained income as legitimately obtained income. Know Your Customer (KYC) is one aspect of AML.
Application Program Interface (API)
Artificial Intelligence (AI)
Attention time indicates the amount of time that an individual spends concentrating his attention on a given object or situation without being distracted. Distraction occurs when attention is diverted to another activity, object, or sensation. Attention time is a metric that is analyzed in DOOH advertising in order to understand viewer engagement and review campaign success. It can be measured through the use of AI technology and an embedded camera in the digital signage display.
Audience Analysis allows businesses to gain a deeper understanding of their current and potential customers. Audience analysis involves data gathering that collects data about the given target group. The data can be gained through an accurate and deep understanding of customers, based on their buying behavior, brand experiences, beliefs, needs, and motivation. Through the use of audience analytics, you can enhance your marketing strategy, customer experience, and brand perception. Audience Analytics can be performed via different audience measurement tools, such as Google Analytics, social media analytics, and various paid tools.
Audience Analytics Software
Audience analytics software utilises AI to allow businesses to gain a more accurate understanding of their audience- for instance in retail stores or OOH advertising. By counting the number of visitors and viewers and segmenting them into demographic categories brands can understand the true impact and effectiveness of their digital out-of-home campaings and easily target content to specific audience types.
Audience intelligence is a term which refers to the process of extracting useful insights about a specific audience. Using this data, such as the number of impressions, age, gender and viewing behaviour, marketing professionals can optimize and target their advertising and marketing efforts based on quality insights.
Audience measurement is a method of generating and collecting data about a set of individuals in an offline environment. These can be considered audiences and viewers for place-based advertising delivered via digital screens. Including metrics like audience size, age, gender and attention time, audience measurement tools allow marketers and advertisers to understand exactly who is engaging with their content and for how long.
The behavioral profile can be described as a summary of all characteristics, traits, and behavioral patterns that define an individual.
C++ is a general-purpose programming language created by Bjarne Stroustrup as an extension of the C programming language, or “C with Classes”. The language has expanded significantly over time, and modern C++ now has object-oriented, generic, and functional features in addition to facilities for low-level memory manipulation.
C# is a general-purpose, multi-paradigm programming language. It encompasses static typing, lexically scoped, strong typing, declarative, imperative, generic, functional, component-oriented (class-based), and object-oriented programming disciplines.
Circulation is a raw count of the number of people that frequent a venue, used as a means to measure digital out-of-home audiences. As circulation measures everyone within the area of a venue, even those on the outskirts, it does not take into account visibility, and therefore will count all people, regardless if they can even see the digital display or not. The measurement method cannot offer a precise enough or qualified count and as a result of this OOH markets have abandoned it for more granular measurements such as opportunity to see (OTS) and likelihood to see (LTS).
CMS refers to a content management system. It can be described as computer software that is used to manage the creation and modification of digital content. CMS systems are typically used for enterprise content management (ECM) and web content management (WCM).
It is a metric that is used to define the statistical significance of the lift that is being observed. Based on observations, it can be said that the results that are statistically significant at 95% confidence level or higher can be used for business decision making. The statistically significant results that are around 80% confidence level or higher can be used for directional purposes.
Can be described as an area of sight or a field of view for a given individual. Is usually represented as a 120° cone.
Consumer Behavior Analysis
Consumer behavior analysis utilizes technology (e.g. AI) to give insights on the ways consumers behave. Consumer behavior analysis could, for example, analyze footfall next to a digital sign or it could analyze viewing and shopping behaviour inside a store. It is often used to optimize advertising and marketing efforts.
Cost Per Thousand (CPM)
‘Cost per thousand’ or ‘cost per mille’ is a metric commonly used in pDOOH advertising and other advertising mediums such as online and mobile to determine the price of ad space. The CPM is the amount an advertiser will have to pay per 1,000 impressions their ad receives. This is usually set by and paid to the media owner whose inventory the ad runs on. Media owners can measure how many impressions an ad receives in real-time using audience analytics technology, which can distinguish between actual viewers as well as potential viewers, alongside providing audience breakdown data. By collecting this accurate data media owners can appropriately price their inventory and prove network value to buyers.
Solutions that help businesses overcome the challenges of the Covid-19 pandemic. These range from occupancy monitoring and management for retail stores, museums, office buildings, to face mask detection for airports, transportation or government institutions. These applications facilitate the re-opening of commercial and non-commercial venues, creating a safe environment for society to re-integrate back into.
Crowd Analysis is a term used to describe the interpretation of data based on the natural movement of groups of objects. The process uses human body masses as subjects for crowd tracking analysis and investigates crowd movements and pattern changes of the movement. The data can be used to predict future crowd movement, crowd density, and to plan responses to potential events such as those that require evacuation routes. Crowd analysis has many application fields that can range from video game crowd simulation to security and surveillance.
Cross platform software is software that works effectively across a number of different operating systems. For example, our software works across all popular desktop operating systems – Windows and Linux – and mobile platforms- Android.
Convolutional Neural Network (CNN)
CSV is an abbreviation that stands for Comma Separated Values. CSV is a plain text file that contains a list of data. The data files are generally used for data exchange between different applications. For example, databases and contact managers often support CSV files.
Customer Retention refers to the ability of a company or product to keep its customers over a specified time period. High customer retention metrics indicate that customers of the given product or business tend to return to, continue to buy or in some other way not defect to another product or business, or abandon the use entirely. The objective of any selling focused organization is to reduce customer defections.
Customer experience is a term used to describe customer’s attitudes towards a brand based on their experience at every stage of the buyer’s journey. By optimising and improving the customer experience, businesses can expect to see greater brand loyalty and conversions. A fast food store, for example, might use data and audience insights to reorganise their menu on a self-serve kiosk. This would improve efficiency and ease of use for their customers.
A dashboard is a visual representation of a given data pool. It can be described as a collection of widgets that give you an overview of the reports and metrics you are interested in the most, based on the database that you are analyzing. Dashboards are highly configurable and can be adapted to the needs of every user.
Deep Neural Network (DNN)
Developers create and maintain computer software and apps. While system software developers focus on the wider systems and networks, app developers specialise in specific problems or apps.
Developers documentation outlines product specific details that are essential for use. This can include installation instructions, functionalities, code exmaples, hardware specifications and more.
Demographic analysis is a measurement technique used to determine the age, gender and other characteristics of a specific audience or audience segment. When businesses utilize demographic analysis, they are able to understand their consumers better and in turn target their products and services more accurately. Demographic data can also help with optimizing advertising efforts and to create personalized in-store experiences.
Digital out-of-home (DOOH)
Digital out-of-home (DOOH) is dynamic media that is distributed across place-based networks in venues including but not limited to cafes, bars, restaurants, health clubs, colleges, arenas, gas stations, convenience stores, stadiums, airports, and public spaces. DOOH networks typically feature independently addressable screens, wall signs, kiosks, etc. DOOH media is beneficial for location owners as well as advertisers as it is able to engage customers more effectively while they are out of the home and extends the reach and effectiveness of marketing messages.
Digital signage is a sub-segment of signage. Digital signage screens use various technologies to display their content such as LCD, LED, and Projection to display preset content such as digital images, video, streaming media, and information. The given screens can be found in public spaces, transportation systems, museums, stadiums, retail stores, hotels, restaurants, and corporate buildings, etc. The digital signage system is used for marketing and outdoor advertising purposes, to provide wayfinding, host exhibitions, and host any other digital content. In short Digital signage consists of any size screen displaying any type of content for any reason.
Digital Signage Solution
A solution that includes all the components needed to get started, and to successfully utilize digital signage. The components will usually include hardware, software, installation and even content sometimes too.
DSP is software that is used by advertisers to buy video, search and mobile ads on the marketplace where the publishers list their advertising stock inventory. The DSP is also a platform that enables the users to perform programmatic ad buying that happens via RTB auctions. The main purpose of DSP is to buy the impressions on the most liked inventory and then show it to the users that meet the premade target requirements at the negotiable price.
Can be described as a process of building responsive content that can be used to deliver contextually relevant messages based on the data gained across the DOOH network.
Dwell time is the amount of time an individual spends in a specific area within a shop or in the vicinity of a digital screen. It can be measured using different camera and sensor based technologies. Analyzing dwell time allows businesses to spot which shop areas or screen locations accumulate the most foot traffic.
Emotion tracking is a method in which software is able to examine and report on emotions on a human face. This technology can be used to measure customer satisfaction or analyze individuals during interview processes, e-learning or telemedicine.
Eye Gaze Tracking
Eye gaze tracking is the process of measuring eye movement- in particular, the point where the eyes linger or the point of gaze. Eye gaze tracking can give insights on attention, interest and consumer behaviour; these insights are particularly valuable within market research, online usability studies and advertising.
Face analysis is a process which detects faces and analyzes different features such as age, gender, emotion and gaze. Face analysis work on an anonymous basis where data collection happens in real-time and no images or videos are stored.
Face Blur is a technology that works by using deep learning technology to detect faces in any real time video stream or still imagery. Once the software detects a face, an extra layer is added on top of the imagery in the form of blurring or pixilation. This technology ensures that the facial characteristics of the detected person remain anonymous.
Face Compare/Face Comparison
Face comparison is a process in which software verifies whether two images are of the same person. This streamlines the process of identity checking.
Face Detection Software
Face detection software finds faces in images and videos. As well as being the first step in face analysis- which offers extended insights such as demographic analysis- face detection is a key to people counting and face tracking.
Face Landmarks/Facial Landmarks
Face Mask Detection
Face mask detection flags whether people are wearing face masks using face analysis technology. Used everywhere from airports to stores to taxis, face mask detection allows organisations to streamline their response to COVID19.
Face reading is a process in which facial features and expressions are analysed. Face reading uses a camera to analyze a person’s face to output various information like age, gender, current mood, etc.
Face Redaction is a programmatic process that can be described as a computer vision technique that allows users to blur faces in an image or video.
Another term for face authentication.
Field of View
The field of view, also known as the ‘cone of vision’ refers to a defined region where a camera can detect an individual passing through it. In DOOH audience measurement for example, passersby of a digital screen who walk within the cone of vision will be detected and counted as an impression. The field of view varies depending on predefined settings but it usually covers a range of up to 120°.
Foot Traffic Attribution
Can be described as the influence measurement of an advertising campaign in a specified location. This measurement allows advertisers to understand what drives customers into any given store.
A frame is a physical housing of an advertising display. A Frame with an integrated digital screen can show a series of images, a single static image, or a series of static images if the display screen is integrated with a scrolling mechanism.
Gaze tracking uses headpose estimation to measure the direction in which people are looking. When used with retail shelving, gaze tracking can give insights into what products on display receive the most attention and interest from customers.
Gender recognition is the process through which gender is identified according to analysis of facial features. Gender recognition allows retailers and advertisers to understand the demographic profiles of their visitors and audiences and use that data to target messaging and improve conversion rates.
General Data Protection Regulation (GDPR)
Hard coding can be described as a software development practice of embedding data directly into the source code of a program or other executable object. Hard-coded data generally can only be edited by changing the source code and recompiling the executable. On the other hand, it can also be changed in memory or on disk using a hex editor or debugger.
The hospitality industry encompasses a range of customer-serving industries – food and beverage, travel and tourism, lodging and recreation.
Image recognition is a feature of computer vision software that enables users to detect particular objects, faces, bodies and other elements in an image or video.
Impressions indicate how many people have viewed a digital sign. This metric is designed to measure the conversion rates of OOH advertising which allows advertisers to understand the effectiveness of their ad investment. Publishers can use this metric as a currency for direct or programmatic transactions.
Interaction rate is a metric that shows you how often viewers interact with your advert compared to how many people see it. This can be calculated for online adverts or out of home billboard ads which track viewer dwell time.
In-store Analytics can be described as a process of analyzing and pulling meaningful insights from customers’ behavioral data that is gathered within a given location. The analysis is generally focused on different customer behaviors. These behaviours can be measured when the given client is visiting the store. In-store analytics is mainly focused on optimizing store performance and is widely used by businesses to both enhance customer experience and boost sales.
IOS or formally known as iPhone OS is a mobile operating system that has been created and developed by Apple Inc. exclusively for its hardware. This operating system powers many of the company’s mobile devices, including the iPhone and iPod Touch.
Know Your Customer (KYC)
Likelihood to See (LTS)
Likelihood To See (LTS) is a subcategory of OTS which indicates the number of people who are likely to see a digital out of home ad. LTS uses head pose data to get an accurate estimate on how many people will realistically view a billboard in a particular location. LTS data measured by Sightcorps technology is highly accurate providing granular viewing insights such as views per content, viewer durations and much more.
Linux is a family of open-source Unix-like operating systems that are based on the Linux kernel. Most of the time the word Linux refers to a Linux operating system.
Machine learning can be described as an application of artificial intelligence that is used to help systems automatically learn and improve based on past experience without the need of being explicitly programmed.
Marketing analytics is the study of data that relates to marketing efforts and consumer behaviour. Marketing analytics software allows an organization to measure and analyze their marketing performance and make data-driven decision for optimization.
Mood estimation software uses smile detection to allow companies to measure customer satisfaction when offering products & services to their customers. This type of measurement can take place in retail venues, restaurants, at point of sales or when interacting with staff. Business owners can use this information to evaluate the quality of customer service.
Market research is the practice of collecting consumer or potential consumer feedback in order to determine the viability of a new or existing product. Consumer feedback can be obtained manually via surveys or using audience measurement software for automated analysis.
Transmitting a message to a carefully selected audience. The aim of narrowcasting is to ensure that the right message reaches the right people in the right place and at the right time.
The OAAA, or Out of Home Advertising Association of America is a national trade association that oversees the Out Of Home advertising industry. This includes place-based media (such as in arenas or stadiums), digital out of home (DOOH), billboards, street furniture and transit advertising. Guidelines created by the OAAA relate to ensuring customer value and fair practice. For example, their audience measurement guidelines require that DOOH advertisers report on impression data to improve transparency.
Object detection is a term used to describe the recognition of objects in images or videos by computer software. These can include faces, bodies, vehicles etc. Object detection most often utilises deep learning to produce meaningful insights over time.
Occupancy Monitoring System
An occupancy monitoring system allows organizations to manage footfall into their premises and to create a safe space for visitors by counting the number of people entering a location relative to the maximum allowed occupancy. A digital occupancy monitoring system utilizes camera sensors to accurately count visitors entering from different access points and it can also display the current occupancy on a digital screen.
Online Shopping Behaviour
Online shopping behaviour describes the process where consumers search for, purchase and use goods and services over the internet. Analyzing shopping behaviour allows online retailers to optimize customer journeys to maximize conversion rates and improve the overall customer experience.
Opportunity To See (OTS)
Opportunity To See (OTS) is the core metric, recommended by the OAAA for OOH Impression Measurement. OTS indicates the number of people who could see a digital advertising display in a particular location and this influences the cost of an advertising space. OTS can be measured using various smart technologies such as AI audience analytics, wifi tracking and bluetooth data for example. It is important to measure OTS as it enables media owners and buyers to determine the value of digital inventories and allows them to set fair pricing.
Out-Of-Home Advertising (OOH)
Out-of-home advertising or in short OOH, which can also be called outdoor advertising, outdoor media, and out-of-home media, can be defined as advertising that can be encountered out of the home. Out of home can include content holders such as billboards, stand displays posters, etc. OOH can also include place-based media such as the ones that can be encountered in supermarkets, convenience stores, and other similar places. OOH, advertising can be split into six main categories: billboards, streets, roads, highways, transit, and alternative.
Payment Services Directive 2 (PSD2)
People Counting Software
People counting software allows users to count the number of people entering a certain location. This can be useful in managing footfall in public buildings, assessing advertisement and screen performance, and more. People counting software works through the use of cameras to detect individuals that pass through a certain area. Sightcorp’s technology uses face and body detection to count people for the most accurate and conclusive counts.
Place-based signage is Out of Home (OOH) media that can be found in locations such as retail outlets, gyms, bars, restaurants, and stadiums and is strategically placed in order to deliver customized ad programs to targeted and specific audiences.
Presentation Attack Detection
Privacy by Default
In the context of product releases, privacy by default refers to the situation where the strictest privacy settings are applied by default, without the user having to do anything. It also means that only the necessary personal data is collected for the specific purpose for which it is to be used.
Privacy legislation refers to the laws that focus on dealing with the regulation, storing and usage of personally identifiable information such as; healthcare information or financial information that can be collected by governments, private and public organizations, or any other individuals. The definition can also be applied in the commercial sector. For example to trade secrets as well as employee sensitive information.
Programmatic advertising is a system that automates the process of buying ad space and dynamically places ads on various media outlets such as DOOH screens, place-based signage, or websites for example. It enables media buyers to purchase ad space without buying it directly from publishers. This avoids back and forth negotiations and pre-set prices, meaning that users often save money and time. Within the signage industry, this is also referred to as programmatic DOOH (pDOOH). Click here to learn more about what programmatic advertising is and how it works.
Proof of Performance (POP)
Proof of Performance (POP) is a report generated by OOH media owners for the benefit of media buyers. The report provides specific insights into when an ad played, such as the date, time, and flight duration among other details. POP reports provide assurance to media buyers that their ad has played on the digital inventory that they purchased. If a media owner has audience analytics technology integrated into their digital network they can also provide campaign performance reports such as the number of viewers an ad received, how long the ad was viewed for, and the demographic breakdown of the audience. These insights can be used to optimize future ad campaigns and make data-backed decisions.
Push/Pull mechanisms can be referred to as a business term that is used to interpret specific logistics and marketing strategies. A Push strategy in marketing usually refers to a situation when a business tries to advertise its products to gain audience awareness, on the other hand, the pull strategy focuses on reaching audiences that have shown existing interest in the product or information about it. The difference also comes in terms of the manner in which the company approaches the lead. For example in scenarios when a company sends out product brochures, that would be described as a push strategy as the company would be focusing on gaining the lead through pushing the item to the client. On the other hand in a Pull strategy, the company would provide a subject matter expert as a speaker for an industry event attended by targeted leads, that could be one tactic used as part of a strategy to pull in a lead by encouraging that lead to seek out the expert in a moment of need for that expertise
Raw Data or also so-called primary data, is data that is represented in numbers, instrumental readings, figures, etc., and is collected from a given source. A typical example would be unprocessed computer data. This information may be stored in any file or maybe a collection of numbers and characters that are stored on a hard disc. In short, information that has been entered into a database can be often called raw data.
Real-time is the actual time during which a process or event occurs.
Retail Insights are insights pertaining to existing and potential customers and can be used to enhance customer experience and gain competitive business advantages.
Retail Media Network (RMN)
A retail media network is an advertising system, consisting of various digital channels and digital properties such as in-store signage, screens and displays and online inventory that is managed by retailers and used to control the placement and delivery of advertisements across the entire consumer journey. It can be used to display content personal to the retail brand itself or the inventory can be sold programmatically to third party advertisers who want to reach their target audiences, in prime locations, at the consumers point of purchase. May that be online or in-store. Retail media networks can be optimized using audience analytics technology to gain insights on content performance and consumer engagement in-store.
Retail Video Analytics
Retail video analytics is a term that refers to the discovery, interpretation, and communication of patterns that arise from video-based data in a retail environment. AI, computer vision technology can be used to analyze retail footage in real-time and measure metrics such as store footfall, customer mood, customer engagement with digital screens in store, visitor demographics and much more. Analyzing retail video analytics allows businesses to optimize consumer experience, in-store marketing strategies and conversion rates.
Return on Investment (ROI)
Return on Investment or in short ROI can be described as a financial performance measurement tool. It can be used to calculate the efficiency of any given investment or simply compare between each other the efficiency of a number of different investments. ROI calculation focuses on measuring the amount of return on a particular investment, relative to the investment’s cost. In order to calculate ROI, the benefit (or return) of an investment is divided by the cost of the investment. The result is expressed as a percentage or a ratio, which can act as an indicator of the efficiency of the given investment.
Real-Time Streaming Protocol (RTSP)
RTSP stands for Real-Time Streaming Protocol. It is a network control protocol that is designed to be used in entertainment and communications systems in order to control streaming media servers. The given protocol is used for controlling media sessions between various endpoints. Media server users can issue various commands such as play, record, and pause. These controls are used to facilitate real-time control of media streaming from the server to the client or in other cases from client to server.
Sales funnel refers to the buying process that businesses use to lead their customers through when they are purchasing products. The process can also be referred to as the process through which a company can find, qualify and sell products to its buyers.
Software Development Kit (SDK)
Spoofing can be defined as an act of disguising a communication from an unknown source as a communication that is coming from a known source. Spoofing can be applied to emails, phone calls, and websites. Spoofing techniques can be used in order to breach access to an individual’s personal information, spread malware through infected links or attachments, bypass network access controls, or redistribute traffic to conduct a denial-of-service attack. Successful spoofing attempts can lead to infection of computer systems and networks, data breaches.
SSP is an abbreviation that stands for supply side platform. It is a computer based platform and a piece of ad technology that is designed to help media owners sell their digital ad space using automated auctions, as well as to coordinate and to manage the supply and distribution of the ads. Media Owners can set criteria in the SSP such as the type of buyer that they would like and set the CPM floor price for bidding which helps them sell inventory in a more streamlined and efficient manner.
Toolkit refers to a programmatic form of a given software product. Unlike SDK that is presented in a coded form, toolkit programs are represented in ready-made applications that you can run easily on most platforms. No hard coding is required, which means that anyone can install and use the software within minutes.
Two-Factor Authentication (2FA)
Using two independent methods to verify someone’s identity. See Strong Customer Authentication
Windows can be defined as a general word that represents a group of several proprietary graphical operating system families, all of which are developed and marketed by Microsoft.