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...