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

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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.

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