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This glossary provides definitions for the key terminologies, metrics, and features used across the Lynx SSP platform to help you manage your campaigns, inventory, and reporting effectively.

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A

Ad Exchange: The monitoring page where you track the performance of programmatic campaigns running on your DOOH inventory, showing the activity log between Lynx SSP (as the Supply-Side Platform) and connected DSPs. Ad Played: The total number of times an ad was successfully displayed to your audience after being served, meaning the ad actually appeared on your inventory. Ad Request: The total number of requests made by the platform to display an ad, regardless of whether the ad was ultimately shown. Ad Response: The total number of times a request successfully received a response, indicating an ad was available and ready to be displayed. Approval Status: The state of a creative pending review in Creative Approval — either Need Approval, Approved, or Rejected.

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B

Bid Price: The price a DSP offers for an ad slot during real-time bidding. If the Bid Price exceeds the Floor Price, the creative is displayed; otherwise, filler content plays instead. Brand Management: The settings feature used to create and manage brand records — including name, description, and assigned members — within your organization.

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C

Campaign: A collection of information related to the advertising content displayed on your inventory. Campaigns let you create, run, and manage advertising for one or more brands. Campaign Label: Indicates where a campaign originated — Internal (created by your own Media Owner organization) or External (created by a Media Buyer or 3rd Party). Campaign Status: The current state of a campaign — Not Started, Running, or Finished — based on whether its Media Plan has launched or completed. Campaign Type: Either Regular (multiple campaigns can share slots on one billboard) or Exclusive (a client books 100% of the slots on a billboard with 0% occupancy for the booked period). Completion Rate: The percentage of a creative that plays through to the end before moving to the next item in the rotation. Connection Type: The method used to link a DOOH inventory to its physical screen — Screen App, HTML5, or API Integration. CPM (Cost Per Mille): The estimated cost to reach one thousand impressions, used to evaluate the cost-efficiency of a deal or campaign. Creative Approval: The review workflow that lets a Media Owner approve or reject programmatic ad creatives from DSPs before they air on inventory. Creative Status: Either Draft (not yet sent to the playlist) or On Playlist (added into the active campaign sequence).

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D

Deal Management: The feature used to create and manage closed programmatic deals — Programmatic Guaranteed or Private Marketplace — with specific advertisers or agencies. Deal Status: Either Inactive (the default after creation; unusable by DSPs) or Active (available for programmatic transactions). Deal Type: Either Programmatic Guaranteed (PG) or Private Marketplace (PMP) — see entries under P. DOOH (Digital-Out-of-Home): Digital outdoor media that uses electronic screens to display ads or content, such as digital billboards (videotron) and mobile LEDs, which can be managed in real time. DSP (Demand-Side Platform): The advertiser-side platform — such as The Trade Desk — that buys your inventory programmatically and connects to Lynx SSP as the Supply-Side Platform.

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F

Filler Content: The default creative media played on a billboard when no campaign is currently running on it. Fleet: Moving media inventory placed on vehicles such as buses, taxis, trucks, or LED cars, reaching audiences across multiple locations as the vehicle travels. Floor Price: The minimum bid required for a DSP’s response to win and display its creative; if the Bid Price falls below the Floor Price, filler content is shown instead.

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G

Geofence: A mapped area — circular, square, or polygonal — defined using GPS or RFID technology to measure audience numbers around moving or mobile billboard media.

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I

Impression: The total number of times a campaign is displayed or loaded on your inventory, regardless of whether the audience interacted with it. Inventory: A registered billboard or display asset on the Lynx SSP platform, classified as either DOOH or OOH.

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M

Media Library: The page used to store, organize, and select uploaded creative assets and filler content for use across your inventory and campaigns. Media Owner: The primary user role on the platform — the publisher who manages inventory, runs campaigns, and sells advertising space. Media Plan: A sub-structure within a campaign that lets you break a complex client brief (e.g., multiple cities or billboard types) into manageable parts without creating separate campaigns. Member: A user account invited into a brand or organization, managed through Members Management.

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O

Occupancy Rate: A display showing how much space or opportunity remains across the media plans currently filling a DOOH inventory. Online / Offline: Screen statuses for a Screen App–connected device — Online means the device is powered on and ready, Offline means it’s connected but turned off. OOH (Out-of-Home): Conventional, static outdoor media — such as billboards, banners, and posters — displayed in a fixed, printed visual format.

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P

PG (Programmatic Guaranteed): A one-to-one automated deal between an advertiser and a Media Owner with fixed, pre-agreed terms and no auction involved. Place Based: Inventory placed in high-footfall specific locations — such as malls, airports, or train stations — designed to target audiences in that area. Playlist: The sequence of creative content, drawn from various media plan campaigns, scheduled to play on a DOOH inventory. Playlist Order: The feature used to reorder or sort the playback sequence of creative content on a Screen App–connected inventory. Playlog: A detailed, timestamped log of when each piece of creative content played on an inventory, down to the second. PMP (Private Marketplace): A closed, invite-only programmatic auction open only to advertisers selected by the Media Owner — positioned between an open auction and a PG deal. Programmatic: The feature that enables automated, real-time buying and selling of DOOH inventory between Lynx SSP and connected DSPs. Proof of Play (PoP): Photo or video evidence confirming that a client’s creative content actually displayed on an inventory, used to build trust and support campaign reporting.

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R

Real-Time Bidding (RTB): The auction mechanism used in programmatic and PMP deals, where the winning price is determined dynamically based on competing bids. Revenue: The total earnings a Media Owner receives from advertisers for displaying their campaigns through programmatic transactions. Roadside: Inventory placed along highways, main roads, or other high-traffic areas — such as billboards — intended to capture the attention of passing motorists and pedestrians.

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S

Sandbox Environment: A testing environment provided for the Ad Serving API, used before moving an integration to production. Screen App: Lynx SSP’s own default media player application, used to manage and display the rotation of campaign and filler creative content on a screen. Screen Status: The connectivity state of a screen, which varies depending on connection type — for example, Not Connected, Offline, Online, or Not Available. Spend Rate: How quickly an advertiser is using their budget, often calculated against CPM. SSP (Supply-Side Platform): The publisher-side platform — Lynx SSP itself — that makes inventory available for purchase by connected DSPs.

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U

UAT (User Acceptance Testing): The required testing process completed before an Ad Serving API integration is approved for production use.