Geopath, Launches New Methodology

Geopath Insights solution provides buyers, sellers and agencies with more granular metrics, advanced audience targeting, and new measured formats

Geopath, the not-for-profit organization that provides the industry-standard currency for out-of-home (OOH) advertising, today announced that its Insights platform has been approved and launched as the industry currency for OOH measurement.

The approval was made by a vote of the Geopath Board of Directors at the board meeting in May of 2019.  Geopath is governed by a tripartite board of directors representing the entire OOH ecosystem, including advertisers, media agencies, and out-of-home media.

Geopath Insights was launched in beta in 2018 and developed in conjunction with the OOH industry around an “audience-first” approach. The methodology provides more than 8,000 unique audience profiles, with additional segments being added on a regular basis.

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