Geopath’s Role and Value —Op-Ed
Industry Growth and Transparency
by William S. Board, Co-Publisher, OOH Today
Last year, I criticized Geopath with less supporting evidence than I might typically consider in an opinion piece – Word on the Street article on September 4 regarding ‘Two Sets of Rules’. I shared small plant operators’ concern about Geopath’s neutrality with all OOH operators, large and small. Arguably, our story lacked the full verification we typically vet for such op-ed pieces, as I took the word of the small operator’s claims of impression count differences.
Back in the 90’s, I can personally vouch for differences in impression counts between Big OOH and smaller OOH companies from my days running ‘competitive’ plants. I can share that the impression count differences were real, as the advertiser shared the ‘count differences’ based on the proposed media plans they received. What we did not know then, as the data was not publicly shared, was whether the Big OOH boosted the counts? Or was it a Geopath (at the time, TAB) issue? Or did the Agency boost it to leverage a better deal? No one knew.
Let’s be clear, OOH Today has always recognized Geopath’s vital role in standardization, which helps industry peers feel trusted and responsible for collective progress.
Often, our role as news media and bearers of the truth in OOH is to shed light on where communication can illuminate difficult ideas and guide people toward better thinking.
Disagreement is normal and healthy
Disagreement is natural and valuable. It is constant, competitive, balanced, and involves tradeoffs and priorities. Criticism of Geopath and, selfishly, of our Op-Ed writing, should make the audience feel their perspectives are considered and respected.
Consider who is criticizing and why.
Follow the money! Is it the money? Dude, it’s the money.
As was supposedly whispered to reporter Bob Woodward by ‘Deep Throat’, in the great movie ‘All the President’s Men‘, as a way to cut through the lies and deceptions and find the truth about the Watergate scandal, the term “follow the money” arose. Which became a thing. Real, if though arguably from the imagination of the film industry, seeks to sort the truth.
“Follow the money” – a phrase that’s now part of our national lexicon- still rings true. Alas, we may not uncover what is true and who, if anyone, is ‘the money’.
OOH Today will follow the money. We will continue to seek the truth, question, and encourage disagreement by acknowledging that all stakeholders share responsibility for our industry’s growth and transparency.
At the end of the day, we are all stakeholders. Let’s dedicate 2026 to growing OOH.
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