Impression Multiplier

Definition:

The Impression Multiplier is the factor used to determine how many impressions a Digital Out of Home (DOOH) screen gets - as several people are likely to be looking at a DOOH screen at any given moment, meaning that one play of an ad needs to be counted as several impressions.  Currently there is no standardised methodology to calculate the Impression Multiplier, with each SSP determining their own approach.