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OOH glossary · Measurement

Geopath

Geopath is the U.S. nonprofit that measures out-of-home audiences and publishes billboard ratings.

Geopath began in 1933 as the Traffic Audit Bureau. It is a not-for-profit run by a board of advertisers, agencies and media companies.

It measures where people go and estimates who passes each display. Its numbers include impressions, reach, frequency and GRPs.

OAAA best practice says to use Geopath ratings when they are available. Sales documents can list each unit’s Geopath ID.

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