Measurement optimization and ratings enhancement: Building a modern and future-proof audience insights resource for the out-of-home industry

This paper looks at the use of technology to enhance measurement and insights for the out-of-home industry in the United States.

Geopath, formerly known as the Traffic Audit Bureau (TAB), is the not-for-profit organization responsible for generating the currency for the $7B out-of-home industry in the United States. The legacy currency, TAB OOH Ratings, released in 2010, provide predictive measurement for the average week in a year for each of the 2 million pieces of inventory currently audited.

This means that the predictive impressions delivered by a billboard in Chicago in January were identical to the predictive impressions delivered by that same billboard in June. The Geopath Board of Directors determined that it was essential that the industry's currency utilize more...

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