Billboard Insider wrote about Geopath’s difficulties in Geopath’s financial woes. Geopath responded in Geopath Interim CEO Rob Peterson on Geopath’s Progress. Billboard Insider’s coverage mentioned a Geopath contract with Motionworks. Motionworks CEO and C0-Founder Ryan Kinskey has asked to respond to our Geopath coverage below.
Thank you for the opportunity to respond.
Motionworks has remained intentionally silent during Geopath’s recent challenges out of respect for the organization’s role at the center of the industry. However, because Motionworks was referenced directly in the Billboard Insider article, clarification is appropriate.
Our company serves as an independent, infrastructure-grade measurement pillar for out-of-home: principled, transparent, and designed to support the long-term health of the industry. Our commercial model reflects that role. We price neutrally and do not profit per campaign, per outcome, or per audience. Those economics belong to buyers and sellers, not the measurement layer.
Over multiple industry cycles, Motionworks has acted with flexibility and in alignment with both the spirit and the practical objectives of Geopath’s charter. As Rob Peterson has publicly noted, Geopath has made meaningful progress on financial stabilization and product delivery. Motionworks contributed materially to that progress by restructuring commercial terms and focusing resources within our own constraints to support Geopath during this period as well as several other critical moments.
In 2020, when the pandemic disrupted mobility nationwide and uncertainty froze the market, the industry faced a fundamental credibility challenge: streets were visibly empty while transactions still relied on static historical assumptions. In response, Motionworks worked closely with Geopath to redirect engineering and analytics resources toward real-time mobility validation. The result was the Daily Impression Variation Report, which helped agencies, operators, and public companies explain what was happening on the ground and re-engage the market.
Motionworks never charged Geopath for that work and provided additional financial relief to help offset the impact of lost conference revenues. We paused our own roadmap to focus on what the industry needed most. This was one of several moments in which Motionworks stepped forward, at the request of Geopath’s leadership and board, to support the broader ecosystem.
This pattern continued in 2022 and again in 2024.
During peak inflationary pressure, Motionworks restructured agreements and implemented material pricing concessions to allow Geopath to move forward constructively, launching several industry advancing initiatives in the process including cross-category reach and frequency enhancements and MMM-enabling capabilities.
It is important to be clear about what this record indicates. Despite funding and staffing challenges, the industry’s measurement body has made meaningful progress in modernization, across a myriad of disruptive technological, legislative, methodological, and delivery infrastructure-related dynamics. Motionworks was and is proud to contribute to that progress and better the industry for it.
Motionworks continues to operate on a sustainable infrastructure model, not a transactional profit model. Our mission has been to operate sustainably while supporting an industry utility that serves buyers, sellers, and the markets alike.
The fuller context shows that Motionworks’ partnership with the industry has not been one of resistance or rigidity, but one of repeated support, flexibility, and responsibility, a posture that remains central to our ethos today.
We continue delivering on that commitment through Viewcast, providing campaign-specific deduplicated reach and frequency and as-delivered impression reporting.
We remain committed to supporting Geopath and the broader ecosystem constructively.
Measurement must be neutral, stable, and built for the long term. Supporting this tenet remains our commitment.
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