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Geopath, OAAA debut measurement platform

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April 3, 2026

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Geopath, in partnership with the Out of Home Advertising Association of America, has developed a next-generation measurement platform.

Ipsos has been selected to support an industry pilot launching in the second half of 2026, according to a press release.

The pilot is part of a coordinated industry effort to modernize OOH audience measurement for today's evolving advertising marketplace.

"Advertisers and agencies need a more modern, transparent, and interoperable approach to evaluate performance alongside other channels," Ali Broback, chief client officer and partner at ODN and chairperson of the Board at Geopath, said in the release. "This initiative is about meeting that moment. While there is still work ahead, selecting Ipsos as our pilot partner and moving into this next phase reflects real progress and a strong, collective commitment to building a measurement framework that supports the future growth of out of home."

The initiative began in early 2025, with a comprehensive review of the future requirements for OOH measurement. The process included a detailed needs assessment and interviews with stakeholders across the OOH and advertising ecosystems as well as an evaluation of evolving measurement practices across the broader media landscape.

That work culminated in a competitive RFP process that invited proposals for both partial and comprehensive measurement solutions. Following extensive review and evaluation, Ipsos was selected to partner with the industry on the measurement pilot.

"Out of Home has always delivered powerful real-world reach and impact for advertisers," said Scott Wells, chairman of the OAAA Board and CEO of Clear Channel Outdoor Holdings, said in the release. "As the media ecosystem continues to evolve, our measurement must evolve alongside it. This effort brings the industry together to ensure advertisers have the insight and confidence they need to grow investment in OOH. Ipsos brings deep expertise in media and audience measurement, including OOH, and we look forward to working with them to help advance measurement for our industry."

The pilot will evaluate a next-generation OOH audience measurement system across multiple formats and environments, including updated methods for estimating impressions, reach, and frequency. Findings from the pilot will help inform the development of an industry-standard measurement platform that provides advertisers with more transparent, credible, and actionable insight into OOH audiences and the medium's role in the broader media mix.

"The OOH industry has come together in an unprecedented way to define what the future of audience measurement should look like," Anna Bager, president and CEO of OAAA, said in the release. "Advertisers expect clear, comparable measurement across every channel they invest in. This work will ensure that Out of Home continues to meet that expectation while strengthening the transparency and accountability marketers rely on."

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