The number of vehicles passing a given roadway segment per day, averaged across the year. Published by state DOTs (FDOT in Florida) annually each April. Used to size billboard reach and CPVD tunnel opportunity. Note: AADT counts vehicles, not unique people. A commuter passes the same segment twice daily, so AADT overstates unique reach.
The discipline of structuring web content so AI answer engines (Perplexity, ChatGPT, Claude, Google AI Overviews) can lift it verbatim when answering user queries. Distinct from SEO: AEO favors short, definitional answers up top (the Quick Answer block), heavy schema markup (FAQPage, DefinedTerm, Article), and citation-friendly sourcing. AI engines reward fairness, balance, and machine-readable structure.
WilDi Maps' city-wide rotation tier. Each claim is fixed at from $0.25 per GPS-verified delivery to a real member's phone. Best for brand awareness and broad specials where presence beats geographic precision. The only one of WilDi's three tiers that prices flat; tunnels and zones price higher for hyper-local precision.
In programmatic advertising, the real-time stream of bid requests sent from publisher inventory through SSPs (supply-side platforms) to DSPs (demand-side platforms), where advertisers bid on each impression in milliseconds. The bid stream's location data is the basis of geofence retargeting, and the source of much of its accuracy degradation.
Total marketing spend divided by new customers acquired in the same period. The denominator should be customers, not leads; many operators mistakenly compute CPL and call it CAC. CAC is a lagging KPI; pair with LTV for the LTV:CAC ratio. Healthy local-services LTV:CAC is 3:1 or better.
Pricing model where the advertiser pays only when a defined conversion event happens (form fill, sign-up, sale). Lowest fraud exposure of the auction-based pricing models because the conversion is the unit. Trade-off: attribution decay and lower scale. Most platforms still bill CPM under the hood and use CPA as a proxy.
Pricing model where the advertiser pays each time a user clicks an ad. Standard on Google Search Ads, Meta Ads, and most paid social. Mostly sidesteps impression fraud but inherits click fraud (8.5-14.8% of search clicks across multiple 2025 IVT studies). Auction-priced: competitive keywords inflate as more advertisers enter.
Total ad spend divided by qualified leads generated. Distinct from CAC because not every lead becomes a customer. Industry CPL benchmarks vary by vertical and channel: HVAC Google LSA $45-$300 in Florida (TheMediaCaptain), roofing $50-$256 (SearchLight Q1 2026), residential cleaning ~$47 (LocaliQ).
Pricing model where the advertiser pays per thousand estimated impressions. Standard on display, video, programmatic OOH, billboards. You pay for impressions whether or not they were viewable or ever seen. Measured invalid traffic is small (DoubleVerify 2025: fraud and sophisticated invalid traffic 1.0% in North America; ANA: 0.1% to 0.4% of spend); the larger leak is non-measurable and non-viewable inventory (ANA Q3 2025 web and mobile: 15.2% and 10.1%). See /sources.
Verified delivery to a real phone. Fixed unit rate, no auction.
WilDi Maps' tiered ad pricing model. Background tier prices at tier-based per GPS-verified delivery to a real member's phone moving through a tunnel the operator owns. Tunnels (1-mile road strips) and zones (about 0.28 square mile areas) deliver hyper-local just-in-time messages and price higher for that precision. Replaces auction-based CPM, CPC, CPA pricing: no exchange rake, no Middleman Tax, no bot exposure.
Digital outdoor advertising: LED billboards, digital street furniture, taxi-toppers, place-based displays. Programmatic-buy variants (pDOOH) operate through DSPs like Vistar Media, Adomni, Hivestack. Average pDOOH CPM ~$7.62 (MarketingCharts H2 2024). DOOH still bills on impressions; mobile-retargeting attribution suffers from the same accuracy issues as static billboards.
Software advertisers use to buy programmatic ad inventory. Examples: The Trade Desk, Google DV360, Yahoo DSP, Amazon DSP. Takes a percentage of each impression's spend; the ANA's Q3 2025 web-and-mobile cut itemized DSP transaction fees at 5.7% and DSP data fees at 3.6% of the ad dollar. DSP and SSP fees together are the bulk of the transaction costs the ANA measures each quarter: 27.2% of the programmatic dollar in Q2 2026 (all environments, via Fiducia), 26.9% on the Q3 2025 web-and-mobile cut, 29% in the December 2023 study.
USPS direct-mail product letting advertisers target whole carrier routes without an address list. Postage starts at $0.215/piece (USPS Retail rate) plus $0.04-$0.20 printing = $0.30-$0.50 landed. Industry response rates 0.5-2% saturation, 4-9% targeted (ANA/DMA Response Rate Report).
A virtual perimeter around a real-world location. When a mobile device enters the perimeter, it can trigger an ad delivery, push notification, or analytics event. Geofence accuracy depends on the device's location-resolution method: GPS (3-10m clear sky, 7-13m urban canyons per peer-reviewed PLOS One iPhone study), Wi-Fi (~5-10m), or cellular triangulation (hundreds of meters).
Lower-tier IVT classification under MRC standards: traffic from data-center IPs, declared bots, scrapers, and other non-human sources detectable through routine filters. Up 86% YoY in H2 2024 per DoubleVerify 2025 Global Insights. Most ad platforms claim to filter GIVT pre-billing; the claim varies in practice.
Ad targeting at a precision smaller than ZIP code or DMA: neighborhood, tunnel, parcel, or radius of a few hundred meters. Techniques include geofencing, Wi-Fi triangulation, beacon, plat-line addressable. WilDi tunnels (1-mile road strips) and zones (about 0.28 square mile areas) are textbook hyperlocal; background (city-wide rotation) is local but not hyperlocal.
Industry term for ad impressions delivered to non-human or fraudulent sources. MRC classifies IVT in two tiers: GIVT (general: data-center bots, scrapers) and SIVT (sophisticated: bots that mimic human signals, hijacked devices, ad stuffing). Measured rates at the sourcing bar are small: DoubleVerify 2025 puts fraud and SIVT at 1.0% of impressions in North America (0.8% US); the ANA benchmark puts IVT at 0.1% (Q2 2026) to 0.4% of spend. Vendor press releases quoting 20% to 30% rates use different denominators and undisclosed methods; the site does not cite them. Never lead with bots: fees and unmeasurable inventory are where the money goes.
Google's pay-per-lead product for service businesses, distinct from Google Search Ads. Features the Google Guaranteed badge above standard search results, charges per qualified lead ($45-$300 for HVAC in Florida; ~$47 across home services per LocaliQ 2025). Eligibility requires background checks, license verification, and insurance, all of which Google verifies before allowing the badge.
Total revenue (or margin) a customer generates across their entire relationship with the business. For local services, LTV depends on average ticket × repeat-rate × retention window. Most home-services operators model LTV across a 24-month window with 30-50% repeat rate. Healthy LTV:CAC for service businesses is 3:1 or better; below 2:1 means you're losing money on acquisition.
Per-device identifier (Apple's IDFA, Google's GAID/AAID) used by ad platforms to attribute conversions across apps and sessions. Apple's App Tracking Transparency (ATT, iOS 14.5+, 2021) crashed iOS opt-in rates to 14-35%, meaning most iPhones now serve as untracked impressions. Match rates of 60-80% are typical post-ATT; the unmatched 20-40% can't be retargeted.
WilDi Maps' term for everything that stands between an advertiser's budget and an ad that clears the industry's own quality bar. It has two layers, and conflating them understates the loss. The first is the toll: transaction costs, primarily DSP and SSP fees, take 27.2 percent of the ad dollar on the ANA's current all-environments basis and 26.9 percent on its Q3 2025 web-and-mobile cut. The second is quality: what survives the fees still runs into non-measurable impressions, non-viewable impressions, and made-for-advertising inventory. Net the two and 45.1 cents of the dollar became a benchmark-qualified impression in Q2 2026 across all environments, or 47.1 cents on the Q3 2025 cut for web and mobile excluding connected TV, the last quarter the ANA itemized that basis. The two bases are not comparable. Qualified means measurable, viewable, non-bot and not made-for-advertising; whether a person then looked at the ad is a separate question the benchmark does not answer. The ANA splits its participants at the median of TrueAdSpend, and the lower-performing half reached 37.5 cents in Q4 2025, roughly where the whole industry sat when the December 2023 study measured 36 cents.
Trade association for the OOH advertising industry. Publishes industry stats including OOH spend, growth, and impression methodologies. Member networks include Clear Channel Outdoor, Lamar Advertising, Outfront Media. Geopath (formerly Traffic Audit Bureau) publishes the OOH measurement system used to estimate billboard impressions.
Advertising placed in the physical world outside the home: billboards, transit, street furniture, place-based displays, vehicle wraps. Includes static OOH (printed bulletins) and DOOH (digital). 2025 US OOH market ~$9.46B per OAAA; DOOH share growing year over year.
A 50-80 word definitional paragraph at the top of every WilDi landing page, written so AI answer engines can lift it verbatim. The Quick Answer is the AEO money block: it's what Perplexity, ChatGPT, Claude, and Google AI Overviews quote when answering the page's primary query. Authoring rule: dictionary-clean, load-bearing, no marketing fluff.
Higher-tier IVT classification under MRC standards: bots and fraud schemes that mimic human cursor movement, click patterns, viewability, and conversion behavior. SIVT is the harder fraud tier to detect, defended against with vendors like DoubleVerify, IAS, and Human Security. Most reported fraud trend movements are SIVT-side.
Software publishers use to sell ad inventory through programmatic auctions. Examples: Magnite, PubMatic, OpenX, Google Ad Manager. The ANA's Q3 2025 web-and-mobile cut itemized SSP platform fees at 13.2% of the ad dollar (down 1.6 points on supply-path optimization); the December 2023 study measured $130 of every $1,000. This is the sell-side half of the transaction-cost layer (27.2% in Q2 2026, all environments), charged before any question of whether the impression was viewable or seen.
WilDi Maps' 1-mile road strip you own. The operator owns a one-mile stretch of roadway and delivers just-in-time messages to people driving through (e.g., "Fit Meals on the right, 10% off for WilDi customers"). Hyper-local premium pricing, priced higher than background. Best for emergency services, on-route specials, and tunnel-driven verticals.
An ad delivery confirmed by GPS at the recipient device, not inferred from a bid-stream proximity guess. WilDi Maps' core differentiator: every CPVD claim is logged with a device-side GPS fix proving the device was inside the tunnel at the moment of delivery. Replaces impression-based pricing where the ad is billed regardless of who saw it.
MRC standard for whether a digital ad was actually seen, defined as 50% of pixels in view for at least 1 continuous second (display) or 2 seconds (video). The MRC sets this definition; it does not publish the rate. Viewability is one component of a larger loss: the ANA's Q3 2025 benchmark found that non-measurable, non-viewable and made-for-advertising impressions together consume 26.1 percent of the open-web ad dollar, on top of the 26.9 percent taken as transaction costs. Viewability is what you pay for under CPM and do not always get.
WilDi Maps' neighborhood-sized area (about 0.28 square miles, one H3 hexagon) that's yours. Same just-in-time delivery concept as tunnels but area-based instead of road-strip-based. Useful for catchments not aligned to a single tunnel (residential clusters, retail districts, neighborhood targeting). Hyper-local premium pricing, priced higher than background. Best for area-driven verticals (lawn care, pest control, pool services).
The product
WilDi Maps is not a single flat-rate product. You pick the tier that matches how local you need to be. All three are GPS-verified per claim, with no auction, no exchange rake, no Middleman Tax.
1-mile road strip
Premium
Hyper-local, just-in-time
Claim a one-mile stretch. When a member enters the strip, they get a just-in-time message, perfect for emergency services, on-route specials, and anything where being right there now beats brand awareness later.
Best for
0.28-square-mile area
Premium
Hyper-local, area-based
Claim a one-square-mile block, not tied to a single road. Catches the residential cluster, retail district, or industrial park where your work actually lives. Same just-in-time delivery as tunnels; different geometry.
Best for
City-wide rotation
From $0.25
per claim, tier-based
City-wide brand presence on rotation. Highest reach for the budget; best when familiarity beats precision. Per-delivery rate drops by tier (Enterprise: $0.25 / Pro: $0.32 / Local: $0.40 / Starter: $0.50). See /pricing for the live rate card.
Best for
What the member gets when an ad is claimed
If the member wants to act on the ad, the app navigates them straight to the advertiser's location.
Click-through to any URL: ordering page, brand site, blog post, lead form.
Open a specific page inside the WilDi app: promo details, daily specials, claim instructions.
See the full pricing breakdown on the pricing page.
About this glossary
Maintained by Timm Ross, founder of WilDi Maps. Definitions are cross-checked against IAB, MRC, ANA, OAAA, and peer-reviewed sources where applicable. Missing a term? Tell us.
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