Four OOH Industry ‘Imperatives’ —Geopath’s Mission to Larger Chunks of Ad Budget

Geopath is on a mission to speed up and standardize OOH measurement to help OOH players get a larger chunk of ad budgets. To tackle the task at hand, the industry-funded organization has drafted four “imperatives” for the industry:

1. Strong standards and definitions
2. Transparent audience impressions methodology
3. A universal inventory database
4. Ensuring all of the above are interconnected

Read Digiday’s full story on How Geopath is trying to capitalize on OOH’s moment in the sun.