Publisher’s Note:
OOH Today presented six questions to Geopath’s Interim CEO, Rob Peterson, last week. The inquiry, sparked by the breaking story via Word on the Street Today, highlighted the Large Market Independents’ pressing concerns of alleged impression bias and 2025 audit results. To address this critical issue, the following response was provided yesterday via email by Geopath’s Rob Peterson.
Geopath Statement
Geopath has a long-standing reputation for providing unbiased measurement to a multi-billion-dollar industry. Geopath undertakes one methodological approach to the audit of inventory and assignment of impressions data that applies to all inventory regardless of media owner. The suggestion of anything different is irresponsible. All media owners have the right to review their data, challenge any inventory for which they do not believe the numbers are accurate, and work with Geopath to address any necessary changes based on this review and the facts provided.
Independent operators raised their concern in June of 2025. Since that time, Geopath and the Exec Co have hosted two meetings with this group as well as creating a sub-committee working group specifically to address and engage with the independent operator members on topics relevant to them. Additionally, on September 25th, Geopath is hosting an all member townhall to engage, communicate and provide a transparent view of the current state of Geopath including information regarding the new release.
Geopath takes its role in the OOH industry seriously. Any concerns or discrepancies should be addressed directly with Geopath. We are always supportive of this bi-directional communication with members to ensure a transparent understanding of the methodology, variables and changes which may be impactful or of concern. Anecdotal examples and opinions with no facts or details to share are counterproductive and lack any serious engagement.
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