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.
A member's tap on the WilDi button in the WilDi Maps app to acknowledge a message from a business. If the acknowledgment passes WilDi's existing billing rules, it is a qualifying acknowledgment: the business pays for it and the member earns a share of the advertising spend. An acknowledgment is not a redemption, a visit, a purchase, or proof of attention. Using the business's special is separate, and so are opening its website, calling it, or getting directions. In older app versions the button says Claim or Got it.
The practice of structuring web content so AI answer engines (Perplexity, ChatGPT, Claude, Google AI Overviews) can quote it accurately when answering user queries. Distinct from SEO: AEO favors short, definitional answers near the top of a page, schema markup (FAQPage, DefinedTerm, Article), and citation-friendly sourcing.
WilDi Maps' citywide ad type: your message rotates to participating members across the network, or only inside one area you pick. Priced from $0.25 per verified delivery; the exact rate depends on your monthly deposit tier (Starter, Local, Pro, Enterprise), which is separate from the ad type. Best for brand awareness and broad specials where presence beats geographic precision. Tunnels and zones cost more 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.
A fixed price per verified delivery, which is a qualifying acknowledgment. No auction.
WilDi Maps' pricing model. Your monthly deposit tier sets a fixed price per verified delivery (see Verified delivery below): your message reaches a participating member's phone in the road or area you chose, and you pay only when the member acknowledges it by tapping the WilDi button and the acknowledgment passes the billing rules. Tunnels (1-mile road strips) and zones (about 0.28 square mile areas) deliver hyper-local, just-in-time messages and cost more for that precision. Replaces auction-based CPM, CPC, and CPA pricing: no exchange rake, no Middleman Tax.
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; this site does not cite them. Most of the lost money goes to fees and unmeasurable inventory, not bots.
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.
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' road ad type: a 1-mile stretch of road you choose. Participating members driving through it can receive your message just in time, for example a note that your business and its current special are just ahead. More than one business can run a tunnel on the same road. Priced higher than background for hyper-local precision. Best for emergency services, on-route specials, and businesses whose customers arrive by road.
The formal billable unit behind CPVD: a qualifying acknowledgment. A business's message reaches a participating member's phone in the road, area, or background rotation the business chose; the member taps the WilDi button to acknowledge it; and the acknowledgment passes WilDi's billing rules. It is the only thing WilDi Maps bills. A message that reaches a phone but is never acknowledged is not billed. WilDi uses the phone's own GPS and motion to check for a real trip and never bills flagged activity. A verified delivery is not a redemption, a visit, or proof of attention.
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 ad type: an area of about 0.28 square miles (one H3 hexagon) that you choose. Only one business holds a given hexagon at a time. Same just-in-time delivery concept as tunnels but area-based instead of road-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 and charged per qualifying acknowledgment, with no auction, no exchange rake, no Middleman Tax.
1-mile road strip
Premium
Hyper-local, just-in-time
Choose a one-mile stretch of road; other businesses can choose the same road. 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
Choose a neighborhood hexagon of about 0.28 square miles, not tied to a single road. One business per hexagon. 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 verified delivery, tier-based
City-wide brand presence on rotation. Highest reach for the budget; best when familiarity beats precision. The rate per verified delivery 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 can do with your message
If the member wants to act on the message, Get directions opens turn-by-turn directions 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, how to redeem a special.
See the full pricing breakdown on the pricing page.
About this glossary
Maintained by Timm, 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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