Data Gurus

The President of Geopath, Kym Frank, sits down with Sima Vasa for today’s chat. They discuss the history of Geopath, how they use eye-tracking studies, and location data The Uniqueness of Geopath Geopath is a unique organization founded in 1933, as a joint venture between The Agency Trade Association, The Advertiser Trade Association, and the Out of Home Advertising Association. This organization was founded as the Traffic Audit Bureau for Media Measurement Inc., and rebranded in 2016 as Geopath. Their core organizational mission is two-fold:  to independently audit all out-of-home advertising inventory across the United States. For example, making sure a billboard is where it’s supposed to be, or checking the angle to oncoming traffic, or perhaps verifying whether it’s a digital or printed format. Goepath performs this work across all varieties of out-of-home advertising: billboards, benches, city kiosks, subways, bars, restaurants, airports, and malls. They currently audit about two million pieces o