Geopath 2025 Planning Dataset | Schedule Update

As we prepare for the release of our 2025 Annual Planning Dataset, Geopath is excited to share several noteworthy advancements that reflect our ongoing commitment to providing the industry with the most accurate and reliable audience measurement available, including:

Refreshed Foundational Datasets: We have updated all core data sources to ensure the most current demographic, mobility, and behavioral information is integrated into our measurement.

Adoption of Industry-Standard Roadway Definitions: By implementing OpenStreetMap roadway definitions, we have enhanced our ability to accurately classify, identify, and update inventory locations now and in the future.

Refined Predictive Roadside Reach and Frequency Model: We have made substantial improvements to the roadside reach/frequency model and have also updated the recency of its training data in the model, resulting in greater accuracy and ensuring logical output consistency.

Enhanced Place-Based Measurement: Our methodology now incorporates adaptive analytics and updated first-party data sources, significantly improving hourly visitation estimates and leveraging more granular dwell-time statistics.

A preview of the 2025 Planning Dataset will launch in the Insights Suite and API on Monday, July 14, 2025, becoming the default dataset in late August. This preview period will provide members with time to review the data and integrate updates into any proprietary planning systems.

Upon preview release, we will provide comprehensive support materials including training guides, FAQs, and quick-reference documents through the GeekOUT Library and Insights Suite.

Working closely with our Insights Committee, Geopath remains dedicated to delivering data that meets the highest standards of quality, accuracy, and precision that will enable the out-of-home industry to transact confidently.

In the meantime, please reach out to us with any questions at geekOUT@geopath.org.