Transparency
How we count impressions
GPS route logs × pedestrian density benchmarks = documented CPM delivery. Every number here is auditable. No black-box algorithms.
Why GPS-based counting?
Camera-based pedestrian counters installed at fixed points cost €2,000–5,000 per location per month — and only measure one street. Our approach uses the courier's own GPS track (logged per delivery) as the ground truth, then applies published pedestrian density benchmarks for each street segment the courier actually walked.
This gives you route-verified impressions (not assumed panel estimates) at a fraction of the infrastructure cost — passed through to lower CPMs for you.
Every courier runs GPS tracking during active delivery hours. Each route generates a timestamped coordinate trail — exact streets, time spent per block, start/end times.
Route coordinates are matched to Bucharest pedestrian density zones. Each zone has a conservative benchmark range derived from comparable European city data and local commercial activity indicators.
Hours in each zone × zone pedestrian rate × 0.35 visibility factor = documented daily impressions. Conservative by design — actual delivery typically exceeds the floor.
The formula
Daily impressions per backpack
// For each zone on the route:
zone_impressions = hours_in_zone × pedestrians_per_hour × visibility_factor
// Sum across all zones:
daily_impressions = Σ zone_impressions
// Visibility factor = 0.35
// 35% of pedestrians in viewing range actually see the screen
// Conservative vs. OOH industry standard of 30–60%
Zone benchmarks
Bucharest pedestrian density by zone
Benchmarks derived from comparable European city data (Budapest, Warsaw, Prague — similar population and commercial density) and Bucharest commercial activity indicators. These are conservative floor estimates; peak hours and events exceed them.
* Pedestrian counts for fixed points (single street cross-section, facing direction). Couriers moving through a zone encounter pedestrians from multiple directions — actual exposure opportunity is higher. We apply 0.35 visibility factor to account for angle, attention, and occlusion.
Worked example
1 courier · 1 typical Bucharest route · 8 hours
Conservative scenario. Mixed zones as a typical Bucharest delivery route runs through.
This example uses a single backpack. Multi-backpack campaigns multiply linearly. Route mix varies by campaign — premium zone routing (e.g., Calea Victoriei focus) increases daily impressions to 6,000–8,000/backpack.
Our commitment
The 50,000-impression floor
Every Carry Signal campaign carries a minimum impression guarantee — 50,000 impressions per backpack per 14-day period. This is calculated from the conservative scenario above (4,760 impressions/day × 14 days = 66,640 impressions) with a built-in buffer.
If GPS logs show total route hours or zone coverage fell short of the guarantee, we extend the campaign at no cost until the contracted impression volume is met.
Get a campaign projectionRoute polyline (street-by-street), time in each zone, start/end timestamps, total active hours. Available as a weekly PDF summary or CSV export for agencies.
Benchmarks are derived from European comparable cities (Budapest Váci utca, Warsaw Nowy Świat) with similar population and commercial density, cross-referenced against Romanian commercial real estate footfall indicators (Cushman & Wakefield Romania data). We treat them as conservative floors.
Yes. Premium CPM campaigns include full route data export. We can share anonymised route polylines and zone-hour breakdowns on request.
We track GPS data against projected zone hours. If a campaign period falls short of the impression guarantee, we extend at no charge or provide a pro-rated credit.
Technical detail
GPS route logging in practice
Courier app
Couriers use a lightweight mobile app that logs GPS position every 30 seconds during active screen-on hours. No personal data stored — route polylines only.
Zone matching
Each coordinate is matched to a Bucharest pedestrian zone polygon. Time-in-zone is tallied per delivery shift. Overlapping zones use the higher-density benchmark.
Campaign report
Weekly email report to the advertiser: total route hours by zone, daily impression count, cumulative CPM delivery vs. contracted target. CSV available on request.
Want a campaign projection for your brief?
Tell us your target districts and we'll run the numbers — zone hours, estimated impressions, CPM delivery — before you commit a single leu.
Get a free projection