Geopath
Audience measurement body · New York, NY, USA
Geopath is a not-for-profit out-of-home (OOH) audience location measurement organization in the United States, describing itself as the OOH industry standard. According to its website, Geopath moves beyond traditional billboard ratings to provide audience measurement, market research, and industry insights for the OOH marketplace. The organization measures OOH advertising units across the entire country, with the capacity to deliver very large volumes of impression data each week. It provides tools such as the Geopath Insights Suite and an API that help planners, buyers, and media owners analyze audiences, plan campaigns, and evaluate performance using consistent, data-driven metrics.
Geopath also conducts educational seminars and workshops covering OOH media auditing, market and advertising research, and consumer insights. Headquartered in New York City, the organization functions as a shared measurement resource governed by and serving the broader industry, including media owners, agencies, and advertisers. Its aim is to bring standardized, transparent audience data to out-of-home so the medium can be planned and traded on a comparable footing with other channels.