Geopath

Geopath is the not-for-profit organization that serves as the audience measurement standard for the out-of-home advertising industry in the United States. Originally established in 1934 as the Traffic Audit Bureau for Media Measurement, the organization has evolved from auditing outdoor media circulation into a modern provider of audience location measurement, consumer insight, and market research for the OOH marketplace. Geopath describes itself as powering a smarter OOH marketplace through state-of-the-art data, technology, and media research methodologies that measure and analyze audience location and show how consumers engage with out-of-home advertising.

Its ratings and impressions data give advertisers, agencies, and media companies a common, independent currency for planning, buying, and evaluating OOH campaigns across formats such as billboards, transit, and place-based media. As a neutral industry body, Geopath is governed by a tripartite board comprising advertisers, agencies, and media companies, a structure designed to ensure balanced representation across the advertising ecosystem. Membership spans five categories: OOH media companies, agencies, advertisers, data integrators, and associates.

By providing standardized audience measurement and insights, Geopath enables the OOH industry to demonstrate reach and value in terms comparable to other media channels, supporting more data-driven planning and transactions. Headquartered in New York City, the organization also publishes research and hosts industry initiatives that advance measurement innovation and help the sector adapt to a more digital, data-informed advertising environment.