Insiders Note: After our article yesterday asking for changes at Geopath, Geopath requested to respond to the article and provided the following statement.
Geopath has a long-standing reputation for providing unbiased measurement to a multi-billion-dollar industry. Geopath undertakes one methodological approach to 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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In my experience, if numbers seem under-represented, working with GeoPath to understand the other streets that might feed into, and see the board makes a big difference. You know your market, they do not. So there is sometimes extra work involved. I have done this in the past and they were receptive and made changes. On locations, especially one I built recently, I noticed the impression values were perfectly comparable to my initial estimates and to comparable other boards on the same artery. I don’t feel a bias at all and I only have one location now. I think the bias is felt when you don’t understand the system, or you don’t work with them to understand.
I agree 100% agree with Rob Peterson’s stand on the trustworthiness and “the good business sense” of Geopath. Do mistakes happen sometimes, yes. Do things sometimes get misconstrued, yes. When brought to Geopath’s attention do they conduct research and right things that might have been errantly reported, yes. It’s called good communication. If the industry wants to change the methodology of how Geopath generates its audience breakouts, then put a task force together and make the appropriate changes. We’re all in this together. I’d like to pose a question to the industry. If somehow all the data created an uptick of say 20% more impressions how much more media spend does anyone think that will generate YOY to the OOH industry? Which advertisers have complained that OOH is just not an efficient media buy and how much more would they spend if we had even lower CPM’s than we do now (which are currently some of the lowest of any media)?