Geopath President Mabin is Out!

Publisher’s Note

OOH Today received the following announcement via the Public Relations firm representing Geopath,  DBC Brand Communications .  This announcement of Dylan Mabin’s departure from Geopath, has been on the lips, discreetly shared with me by dozens of OOH insiders for over the last 15 months. In tandem with that rumor, which is now fact, has been a second rumor, a shoe which maybe dropping soon with regards to the Industry’s most trusted measurement organization.  We will share at another time.

An Important Update from Our Chair, Michael Lieberman

After dedicating more than 16 years to Geopath, with the last three as President, Dylan Mabin has decided to embark on the next chapter of his career.

Remaining true to his deep-rooted passion and unwavering commitment to the organization, Dylan has graciously agreed to ensure there is a seamless transition and will continue in his current role while the Board of Directors undertakes the search for a new President. Furthermore, Dylan has pledged his support in onboarding the incoming leader once the selection process concludes.

Dylan’s profound impact on Geopath and the Out of Home industry’s measurement advancements cannot be overstated. He initially joined the organization in 2008, when it was still known as The Traffic Audit Bureau for Media Measurement. Throughout the years, Dylan’s responsibilities expanded across operations, research, and product development. During his tenure, Geopath’s membership expanded into transit and place-based media, now encompassing over 1.6 million out-of-home media assets, a substantial increase from 350,000 assets 16 years ago.

Dylan spearheaded numerous initiatives aimed at enhancing inventory auditing precision and refining methods to quantify out-of-home audiences. His leadership led to innovative approaches, including the utilization of wearable eye-tracking technology to measure both classic and digital inventory, as well as integrating vehicular speed to accurately reflect audience dwell time. Additionally, he oversaw the transition to advanced audience demographics and segmentation, while championing the development of improved reach and frequency metrics laying the groundwork for seamless integration of out-of-home media into cross-media strategic planning tools.

In 2021, Dylan provided stabilizing leadership as Acting President during a pivotal organizational transition, offering invaluable guidance and product knowledge during a critical juncture for the industry.

Throughout his tenure as President, Dylan addressed crucial product issues, fortified the product data and development engineering team, and outlined a clear strategic vision to support the out-of-home media industry’s growth. The Board and the entire organization express their heartfelt gratitude to Dylan for his instrumental role in preparing Geopath for its next phase of development.

Join us in extending sincere appreciation to Dylan for his exemplary years of service and leadership at Geopath, leaving an indelible mark on both the organization and the Out of Home industry as a whole.

Sincerely,

Michael Lieberman
Geopath Chairperson

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