AMAP for DOOH media
The audience layer inside Goldfish's DOOH planning. Every screen scored for your audience before the plan is built, at no added cost.
A screen reaches a place and a time, not a person
DOOH media is one-to-many. Measuring or targeting it through single-device IDs means matching a small fraction of the people who passed a screen and scaling them up. AMAP describes the audience of a place instead: search listening, social listening and public data (Census/ACS, CDC and other open datasets) modeled at the census-block-group level in cohorts of 100+ households. No cookies, no device IDs, no mobile location panels, no personal data. That is what a screen actually reaches, so it plugs straight into screen scoring before a plan and into geo-level measurement after it.
A device is not a household. And DOOH media is never one-to-one.
More on why DOOH media is a group medium in the Cohort Density Map.
How it works in a plan
- 1
Define the audience
Start from a standard cohort or a custom one built from search listening.
- 2
Score every block group
AMAP scores every census block group; each screen inherits the score of the block it stands in, with POI context.
- 3
Rank the screens
The plan ranks screens by audience index, impressions and price; you see every screen on a map with the reason it's in the plan.
- 4
Run the same cohort everywhere
The same cohort activates on CTV, display and social through The Trade Desk, DV360 and Meta, so DOOH media joins the rest of the buy.
- 5
Report by screen and market
After the flight, the report shows the AMAP audience composition around each screen and lift reads by market.
Illustrative example
A search-listening cohort for compact-SUV intenders, combined with dealer POIs, narrows a metro's billboards to the ones that over-index most. Each screen is shown with its index, venue and estimated impressions.
| Screen | Venue | Audience index | Est. impressions |
|---|---|---|---|
| Screen A | Roadside billboard near a dealer cluster | 148 | 120,000 / week |
| Screen B | Highway digital bulletin on a commuter route | 136 | 210,000 / week |
| Screen C | Urban panel near a dealer row | 127 | 45,000 / week |
Illustrative only: not a real client, campaign, market or set of figures.
What's included
- Screen scoring at no added cost.
- The campaign map, with “why it's in the plan” for every screen.
- Audience composition in reporting.
- The same cohorts in your DSP.
- DOOH media billed on CPM by Goldfish; AMAP scoring adds nothing to the price.
Common questions
Does AMAP use mobile location data for DOOH media?
No. AMAP builds audience cohorts at the census-block-group level from search listening, social listening and public data (Census/ACS, CDC and other open datasets), modeled in cohorts of 100+ households. No cookies, no device IDs, no mobile location panels, no personal data.
What does AMAP add to the price of DOOH media?
Nothing. Scoring is included in every Goldfish DOOH plan, and DOOH media is billed on CPM.
Can I use AMAP audiences for DOOH media in my own DSP?
Yes, through curated deal IDs in The Trade Desk, DV360, Yahoo and StackAdapt.
How is DOOH media measured?
With verified delivery (play logs, audience impressions and photos by tactic), plus lift reads on site traffic and branded search in the markets where it ran versus matched control markets. Brand, store-visit and sales studies can be arranged at cost.