IAB-compliant impression multipliers for digital outdoor.

Digital outdoor has never lacked audiences; it has lacked an agreed way to count them. In New Zealand, IAB NZ's impressions multiplier formula needs real-time dwell data, and buyers were being handed static OOH estimates ill-suited to DOOH.

Quividi's software runs on cameras installed on each of LUMO's roadside screens, facing oncoming traffic. It measures how many seconds each vehicle is present in view and streams that dwell data 24/7 from each site to LUMO's LENS platform.

LUMO combines it with its hourly audience data to calculate impression multipliers using the IAB NZ formula, then pushes them daily to its ad-server partners, Hivestack and Vistar Media.

In an Australasian first, LUMO could plan and trade programmatic DOOH on near-live, IAB-compliant impressions rather than static estimates, giving buyers a transparent basis for planning and bidding.

A multiplier is only worth what its data is worth.