DOOH Reporting

Pontiac’s Digital Out-of-Home (DOOH) Reporting provides visibility into advertising delivery, impressions, spend, and performance across targeted Venues.

Reporting is divided into two sections:

Standard Reporting: View delivery metrics, geographic performance, Venue Types, and Media Owners through predefined reports, tables, and maps.
Custom Reporting: Build reports using selected dimensions and metrics, filter by Advertiser or Line, and configure automated delivery.

Important: DOOH reporting is not real-time. Reporting data is updated each morning to include the previous day’s activity. Metrics displayed during the current day may not yet reflect the most recent delivery.

For a quick overview of an individual Line’s delivery, budget consumption, and pacing, see DOOH Line Flight Metrics. These metrics are available directly from the Line details screen.

Metrics

Impressions: The total number of impressions served in the selected reporting interval.
Spend: The total dollar amount spent to serve ads in the selected reporting interval.
Average CPM: The average cost per 1,000 impressions served in the selected reporting interval.

Standard Reporting

Standard Reporting provides an overview of DOOH delivery and performance through predefined reporting sections.

Viewing Standard Reports

Navigate to DOOH Reporting.
Open Standard Reporting.
Select the appropriate reporting filters:
- Advertiser: Select the Advertiser to review.
- Line: Select a specific Line, if applicable.
- Reporting Interval: Select the desired reporting period.
Select Update Reporting to refresh the results.

The reporting sections will display data corresponding to the selected filters and reporting interval.

Overview Metrics

The top of Standard Reporting displays three primary performance metrics:

Impressions: The total number of estimated DOOH impressions delivered during the selected reporting interval.
Spend: The total dollar amount spent on delivered impressions during the selected reporting interval.
Average CPM: The average cost per 1,000 impressions delivered.

Average CPM is calculated as:

Average CPM = (Total Spend ÷ Total Impressions) × 1,000

These metrics provide a high-level summary of delivery and cost efficiency.

Venue Delivery

The Venue Delivery section provides geographic visibility into the physical locations where advertisements were served.

Results are available through an interactive map and a corresponding Venue delivery table.

The table includes:

Field	Description
Venue ID	Unique identifier for the Venue where impressions were delivered.
Total Impressions	Total estimated impressions delivered at the Venue.
Building Number	Building or street number associated with the Venue.
Street	Street address of the Venue.
City	City where the Venue is located.
Postal Address	Postal address information associated with the Venue.
State	State or region where the Venue is located.
Latitude	Geographic latitude of the Venue.
Longitude	Geographic longitude of the Venue.

Use this section to review delivery across individual locations and identify where impressions were served.

Recommendation: Compare Venue Delivery results with the locations targeted on your Lines to evaluate geographic coverage and delivery distribution.

Venue Type

The Venue Type section summarizes delivery across different categories of physical environments.

For example, Venue Types may include retail locations, airports, transit environments, restaurants, medical offices, and other DOOH placements.

The table includes:

Venue Type: Category of the environment where the advertisement was delivered.
Total Impressions: Total estimated impressions delivered within that Venue Type.
Total Spend: Total spend associated with the Venue Type.
Average CPM: Average cost per 1,000 impressions for that Venue Type.

This report helps advertisers understand which types of environments contributed to delivery and how advertising costs vary across Venue categories.

Media Owner

The Media Owner section provides performance results by Publisher or Media Owner.

The table includes:

Media Owner: Publisher responsible for the DOOH inventory.
Total Impressions: Total estimated impressions delivered through that Media Owner.
Total Spend: Total spend associated with that Media Owner.
Average CPM: Average cost per 1,000 impressions for that Media Owner.

Use this report to compare delivery volume and cost efficiency across Publishers.

Zip Code

The Zip Code section provides a geographic breakdown of delivery by ZIP Code.

The table includes:

Zip Code: ZIP Code associated with the advertising location.
Total Impressions: Total estimated impressions delivered within the ZIP Code.
Total Revenue: Revenue amount displayed for that ZIP Code.
Average CPM: Average cost per 1,000 impressions within the ZIP Code.

Note: ZIP Code reporting is available for U.S. locations.

This report can help evaluate delivery within specific local markets and geographic areas.

State Map

The State Map section provides a geographic breakdown of DOOH delivery across U.S. states.

Users can switch between Map and Graph views to review geographic performance.

The accompanying table includes:

State: State where the advertising inventory is located.
Impressions: Total estimated impressions delivered within the state.
Total Spend: Total advertising spend associated with the state.
Average CPM: Average cost per 1,000 impressions within the state.

Note: State Map reporting is available for U.S. locations.

This section is particularly useful for evaluating regional delivery and comparing performance across states.

Custom Reporting

Custom Reporting allows advertisers to create reports using specific dimensions, metrics, and reporting periods.

Unlike Standard Reporting, which provides predefined views, Custom Reporting allows users to configure the information included in each report.

Custom Reports can also be scheduled for automated delivery.

Creating a Custom Report

Navigate to DOOH Reporting.
Open Custom Reporting.
Create a new report.
Configure the report settings:
- Name: Enter a descriptive name for the report.
- Schedule Automated Report: Enable this option if the report should run automatically.
- Advertiser ID: Select or enter the Advertiser to include.
- Line ID: Select or enter the Line to include, if applicable.
- Start Date: Select the beginning of the reporting period.
- End Date: Select the end of the reporting period.
- Type: Select the report type.
- Timezone: Select the timezone to apply to the reporting data.
Select the desired dimensions and metrics available for the chosen report type.
Configure delivery settings if automated reporting is enabled.
Save the report configuration.

Two report types are available: Custom Report and Line Venue Report.

Report Type 1: Custom Report

The Custom Report provides delivery and spend data across a selection of Advertiser, Line, Creative, geographic, and inventory dimensions.

Available Dimensions

Dimension	Description
Line	Line identifier.
Line name	Name of the Line associated with delivery.
Date	Date of reported delivery.
Media owner	Publisher or Media Owner associated with the inventory.
Venue type	Category of physical environment where the advertisement was served.
Creative Id	Unique identifier of the Creative.
Creative Name	Name of the Creative associated with delivery.
Zip Code	ZIP Code of the advertising location.
Region/State	State or region associated with the advertising location.
Advertiser Id	Unique identifier of the Advertiser.
Advertiser Name	Name of the Advertiser.

Available Metrics

Impressions: Total estimated impressions delivered.
Spend: Total advertising spend.

Example: An advertiser can generate a report containing Date, Line Name, Media Owner, and Venue Type to evaluate how impressions and spend are distributed across Publishers and environments over time.

Report Type 2: Line Venue Report

The Line Venue Report provides more granular visibility into delivery at individual Venues. This report is useful when advertisers need to review which physical locations received impressions and when those impressions were delivered.

Available Dimensions

Dimension	Description
Line	Line identifier.
Line name	Name of the Line associated with delivery.
Venue Id	Unique identifier of the Venue.
Venue Name	Name of the Venue.
Address	Street address associated with the Venue.
City	City where the Venue is located.
State	State associated with the Venue.
Zip Code	ZIP Code associated with the Venue.
Date	Date of reported delivery.
Hour	Hour associated with the reported delivery.

Available Metric

Impressions: Total estimated impressions delivered for the selected dimensions.

Important: The Line Venue Report supports Impressions as its reporting metric. To report on Spend, use the Custom Report type.

Example: An advertiser can include Venue Id, Venue Name, Date, Hour, and Impressions to review delivery by location and hour.

Scheduling Automated Reports

Custom Reports can be configured for automated generation and delivery. To schedule a report, enable Schedule Automated Report during report setup.

The following scheduling and delivery settings are available:

Scheduling Settings

Active: Determines whether the automated report schedule is enabled.
Report Frequency: Determines how frequently the report is generated.
Reporting Interval: Defines the reporting period included in each scheduled report.

Report Delivery Options

Deliver by Email: Enable email delivery and enter the recipient email address in the Email field.
Deliver by FTP: Configure delivery to an FTP destination.
Deliver by S3: Configure delivery to an Amazon S3 destination.
Deliver by Google Storage: Configure delivery to a Google Cloud Storage destination.

Select and configure the appropriate delivery method for the report.

Recommendation: Use scheduled reports when delivery data needs to be reviewed regularly or shared with external reporting systems.

Line Flight Metrics

In addition to Standard and Custom Reporting, Pontiac displays delivery and pacing information directly on individual DOOH Lines. Once a Line is active, open the Line to review its Flight Metrics.

The following metrics are available:

Est. Daily Budget: Estimated daily spend based on the Line’s budget, flight dates, and bidding configuration. Actual daily spend may vary.
Total Imps Served: Total estimated impressions delivered by the Line through the most recent reporting update. Current-day delivery is not included.
Total Spend: Total dollar amount spent by the Line through the most recent reporting update. Current-day spend is not included.
Budget Type: Indicates whether the Line is configured to budget by Spend or Impressions.
Est. Daily Spots: Estimated number of 15-second advertising spots delivered by the Line during the previous day.
Pacing: Compares the Line’s actual budget consumption with its expected budget consumption based on the flight dates and total budget.

Understanding Pacing

Pacing indicates whether a Line is delivering according to its planned budget schedule.

Below 90%: The Line may be underpacing and delivering below its expected budget consumption.
90%–110%: The Line is generally pacing within the recommended range.
Above 110%: The Line may be delivering ahead of its expected budget schedule.

Important: DOOH Pacing is updated daily and reflects delivery from the Line’s Start Date through the previous day. It is not a real-time pacing metric.

If a Line is underpacing, review its selected Venues, available inventory, bidding configuration, Creative compatibility, Dayparts, and any applicable Deal requirements.

For additional configuration information, see DOOH Line Item Parameters.

Important Reporting Considerations

Reporting Updates

DOOH reporting is updated each morning with data from the previous day. Current-day delivery may not appear until the following reporting update. Allow for this delay when comparing reporting results with active Line budgets and pacing.

Understanding DOOH Impressions

DOOH impressions differ from traditional digital advertising impressions. Because advertisements are displayed on physical screens, a single ad playback may represent multiple estimated audience impressions. Reported impressions reflect estimated opportunities for consumers to view advertisements rather than confirmed individual views or unique viewers.

For additional information, see DOOH Platform Overview.

Timezone

Custom Reporting includes a Timezone setting that determines how reporting dates and hours are represented. Review the selected timezone when comparing reports, particularly when using the Date and Hour dimensions.

Custom Report Row Limits

Custom Reports are subject to a maximum of 10,000,000 rows. The applicable limit depends on the report type and delivery method selected. If additional data is required, contact your Pontiac Account Manager.

Differences Between Reporting and Billing Data

Custom Reporting data may come from multiple sources. As a result, reported totals may differ slightly between reports.

Important: The Lifetime/Billing Report provides the most accurate billed figures and should be used when reconciling advertising spend and billing totals.

Use Standard and Custom Reporting to analyze delivery and performance, but refer to Lifetime/Billing reporting when billing accuracy is required.

DOOH Reporting

DOOH Reporting

Standard Reporting

State Map

Custom Reporting

Important Reporting Considerations

Related Documentation