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Fastest Growing OOH Inventory Format —’Place-based Media’ Added to Geopath

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Starlite Media

Geopath Adds Place-Based Media to Impression Variation Dashboard

New inventory to facilitate increased data-driven media sales

New York, NY – Geopath, the not-for-profit organization that provides the industry-standard audience metrics for out-of-home (OOH) advertising, has integrated place-based media into its Impression Variation Dashboard, a component of the Geopath Insights Suite.

Geopath Acting President Dylan Mabin

The addition of this inventory – Geopath’s fastest-growing OOH inventory type – will enable buyers and sellers to analyze how the forecast for their placed-based media is performing compared to observed data. Geopath’s audited place-based OOH inventory currently includes: airports, retail stores, shopping malls, health clubs, offices, bars, restaurants and more.

“With enhancements such as these, it is our goal to improve not only the accuracy of our forecasts but expand upon the audited inventory formats we measure at Geopath by actively working to ensure our database and the capabilities of our reporting dashboards represent the entire OOH marketplace,” said Dylan Mabin, EVP of Operations and Acting President of Geopath.

Geopath will also add transit inventory, which includes train and subway stations, bus-side advertising and other formats to its suite of data products. In addition to these formats, Geopath will also roll out enhancements to their reach and frequency model. Both updates are expected later this quarter.

For more information about Geopath’s Impression Variation Dashboard and Insights Suite, click here.

About Geopath

Founded in 1933, Geopath is the industry standard that powers a smarter OOH marketplace through state-of-the-art audience location measurement, deep insights and innovative market research. The organization is headquartered in New York and governed by a tripartite board composed of advertisers, agencies and media companies spanning the entire United States. For more information, please visit http://www.geopath.org

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