DOOH Exposure to Mobile Retargeting, Built and Measured

What the match rate actually is: On Android in Western Europe, between 8 and 20 percent of the screen impressions in a flight resolve to a mobile device I can retarget inside the following 14 days. On iOS after ATT the device-level figure is close to zero, so an iOS audience sold to you as addressable off DOOH exposure is a model, not a match. That one gap decides the shape of the whole build: Android carries the addressable path, iOS gets read through a geo holdout or it does not get read. Anyone quoting a 60 percent match rate is counting households. The build: Exposure logs come out of the DOOH DSP, whether that is Vistar, Hivestack, Broadsign or Place Exchange, carrying screen ID, coordinates, play timestamp and loop position. Those go to a location graph partner such as Adsquare or Blis for device resolution inside a fence drawn to the screen's viewshed rather than a hundred-metre circle around its pin. A station concourse panel, a roadside 48-sheet and a gym screen each need different geometry and different dwell thresholds. Most of the match rate that goes missing goes missing here, before any media runs. Resolved devices become an audience pushed to Moloco, Liftoff or AppLovin for install and re-engagement, and to Meta or TikTok custom audiences when the creative belongs in a feed. Attribution sits in your MMP, AppsFlyer or Adjust, on a dedicated media source with its own postback, so the DOOH-sourced cohort never quietly borrows credit from your always-on user acquisition. How it gets measured: Matched-market geo holdout, markets paired on baseline install volume and media cost, exposed and held sets fixed in writing before the flight opens and not re-cut afterwards. I size the test first and tell you what size of lift it can actually resolve. If your volume means the design can only detect a 20 point lift and you were hoping to prove 5, you hear that in week one and we either change the design or you keep the budget. What I do not do: I do not resell screen inventory and take no share of it. The DOOH contract is yours, signed with the DSP or the media owner directly. I do not run footfall attribution panels, because the sample sizes sold in this category will not carry the weight that gets put on them. I do not present a DSP dashboard number as a result. Where the exposure log and the MMP disagree, the MMP goes in the deck and so does the disagreement. Who should not buy this: An app running under roughly 20,000 installs a month across the test markets. The holdout cannot resolve anything at that volume and the flight turns into a story told with charts. iOS-only products, for the reason above. Advertisers who want DOOH for reach alone, which is a sound reason to buy screens and a poor reason to hire me, since the retargeting and measurement layer is the part I am useful for. And anyone who needs the answer to come back positive before the test has run. How the engagement works: Everything is built inside your accounts: your DSP seat, your MMP, your network logins. Fence definitions, audience rules, holdout design and the exclusion rules are written down in a form your own team can run again next quarter without calling me. I work in English and Portuguese, remotely, and take a small number of these at once, because the fence work is the part that does not compress.