Geopath Release Update

It is Geopath’s responsibility as the only chartered measurement body of the OOH industry to produce and maintain a trusted audience measurement planning product that allows our membership, and the industry, to transact confidently.

For this reason, Geopath has decided to maintain the existing foundational traffic datasets for roadside and scheduled-fleet media, as the underlying data aligns best with the available DOT traffic counts that serve as our ground truth for verification.

It became evident during our review of the preliminary 2024 forecast that the verification of our foundational traffic datasets is still being impacted by the long-tail of the pandemic recovery. The time needed to verify the outlying traffic changes and provide the necessary support to our members would delay the release of the forecast and potentially create an undue disruption to the industry.

In the coming weeks, Geopath will deliver a revised planning dataset that includes new roadside inventory, updated scheduled-fleet inventory and bus routes for select transit systems, as well as an improved methodology for measuring place-based inventory.

Geopath would like to sincerely thank the Geopath Insights Committee and Executive Committee for their guidance throughout this process as well as the entire Geopath membership for their continued support.

If you have any questions, please reach out to the GeekOUT Team at [email protected].