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:
- Strong standards and definitions
- Transparent audience impressions methodology
- A universal inventory database
- 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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