What is In-Market Impressions?

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In-Market Impressions

In-market Impressions are the total number of times people passing an outdoor advertising or OOH display that live in a defined market (e.g. a DMA or CBSA), are likely to notice an ad on an OOH display. In-market impressions exclude impressions derived from people who travel into or through the market, but live outside of it. In-market impressions are the audience from which GRPs are calculated.

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