Geopath Member Update | Q1 2025

Members of Geopath,

First and foremost, thank you for your support over these past months. We appreciate your encouragement during this transitionary period. As we continue through the first quarter of 2025, I wanted to provide an update on some select Geopath initiatives.

Leadership Search
The search for a new president of Geopath is well underway having contracted with a search firm in December, and we expect to have the position filled within the coming months. In the meantime, I will continue to oversee Geopath’s operations along with Geopath’s Senior Leadership Team.

Fall Board Meeting Update
During the Board of Directors meeting this past Fall, the Board reaffirmed its support for Geopath’s technical roadmap, maintaining its position as the industry leader in OOH measurement. With this guiding directive, Geopath is now turning its focus towards:

• Continuing modernization of its product infrastructure to streamline processes, better control costs and improve service and stability.
• Updating the current road network to improve data mapping.
• Refining of reach and frequency model to improve outputs and correct known errors.
• Deploying improved data validation processes in an ongoing effort to ensure accuracy.

Geopath plans to deliver the 2025 annual dataset by June 2nd. We will announce additional details on the rollout as we continue our progress through verification and validation.

Membership Dues & Audit Fees
As you may have noticed on your 2025 membership invoices, the Geopath Board voted to increase dues by 2% – the first increase since 2023 – to support these critical improvements. Additionally, the Board approved an increase to onboarding fees for roadside and place-based inventory to cover the increasing cost of audit and first-time measurement. New roadside inventory added to our database will now incur a one-time $12/frame fee while new place-based venues added will incur a one-time $13 fee.

Industry Collaboration
In partnership with the OAAA, the Executive Committees of both organizations have agreed to jointly pursue an exploration into the future of measurement. This small team will explore existing and future-oriented technologies and data products, including AI-driven solutions, to produce a finding that will help us operationalize the next generation of measurement.

We remain available to answer any questions you may have. Please reach out to me directly or our support team at [email protected] to learn more about any of the above.

We hope you’re off to a great start in 2025.