Glossary A–ZLetter V
Venue type
The venue type describes the kind of place where a screen is located, such as a shopping centre, a stop or a shop.
In programmatic trading the venue type appears in the bid request that a screen sends to the buy side. The standard uses a shared classification for this, a so-called taxonomy, by default that of the OpenOOH project. Advertisers can use it to select screens by setting, for example only screens at places where their product is bought.
The venue type is set by the operator for each screen. A classification that is too coarse or wrong means that advertising runs in the wrong setting, or that a screen is left out of suitable campaigns altogether. Operators should therefore use the classification of the standard in use rather than inventing their own labels. The venue type says something about the place, not about the number of people there.