We rely exclusively on Geopath for all Lamar U.S. out-of-home measurement.
Originally established in 1933, the Traffic Audit Bureau for Media Measurement Inc. is a non-profit organization whose historical mission has been to audit the circulation of out of home media in the United States. In 2016, TAB rebranded itself as Geopath as part of a shift from measuring audience impressions to measuring based on audience location.
The new brand was created to communicate the organization’s shift in focus from strictly measuring OOH advertising inventory like billboards, transit advertising, and bus shelters, to measuring and analyzing audience location, and how consumers engage with OOH advertising as they move throughout their day. This shift from inventory to audience provides much deeper consumer insights, better alignment with other media measurement, and a more granular understanding of the impact and effectiveness of OOH advertising.
Geopath's mission is to independently audit and report out-of-home advertising ratings through the United States. Headquartered in New York City and governed by a tri-partite board of advertisers, agencies and media companies, Geopath powers a smarter out-of-home advertising marketplace with state-of-the-art audience location measurement, insights and market research innovation.
Learn more about Geopath »