Geopath
Geopath is a U.S. non-profit organization founded in 1934 that provides standardized audience measurement for the out-of-home (OOH) advertising industry, serving media owners, agencies, and advertisers across the United States.
- Company typePrivate
- Founded1934
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Geopath does
Geopath (Geopath for Media Measurement Inc.) is a U.S. non-profit organization founded in 1934 and headquartered in New York that has historically audited out-of-home (OOH) advertising circulation. Its core function is to provide standardized audience measurement for the OOH advertising industry, enabling advertisers, agencies, and media owners to quantify campaign effectiveness, perception gains, and tangible business outcomes such as new memberships or tourism interest. Geopath operates as an industry-standards body, partnering with the Out of Home Advertising Association of America (OAAA) to co-host the annual OOH Local Case Study Awards Contest, which recognizes measurable campaign case studies from independent OOH companies and agencies.
The organization serves a primary customer segment of OOH advertising companies that need to demonstrate ROI to their advertising clients, with named engagements spanning tourism (Visit Philadelphia) and SMB healthcare/wellness (Hand & Stone Massage and Facial Spa). Its ecosystem spans major U.S. OOH media owners including OUTFRONT, Lamar Advertising Company, and Clear Channel Outdoor, alongside agencies such as Harmelin Media that participate in its case-study recognition program. The firm operates with a small team (11-50 employees) and a U.S.-only geographic footprint.
Pricing is not publicly disclosed; the organization's non-profit status and its standards-body role imply a revenue model likely built on industry membership dues, data licensing, and measurement subscriptions, though no revenue figures are disclosed in available sources. Product development is led by a Senior Vice President of Product (Chris Luken), but no specific products, APIs, or technology stack are described in the available data. The company has no disclosed funding rounds, acquisitions, or AI capabilities.
Geopath firmographics
Firmographics- Name
- Geopath
- Website
- https://geopath.org
- Company type
- Private
- Founded year
- 1934
- Headcount range
- 11–50 employees
- Short description
- Geopath is a U.S. non-profit organization founded in 1934 that provides standardized audience measurement for the out-of-home (OOH) advertising industry, serving media owners, agencies, and advertisers across the United States.
- Ownership category
- akta.pro rank
Geopath industry classification
Industry- Product category
- Out-of-Home Advertising Measurement
- NAICS
- Marketing Research and Public Opinion Polling (541910), Indoor and Outdoor Display Advertising (54185)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- OOH Measurement, Attribution & Verification (Footfall, Impressions, Brand Lift) (BPAFALAK)
- akta.pro secondary industry
- OOH Programmatic & Data/Measurement Services (Audience Analytics, Attribution) (MPAAAKAI)
Keywords
Where Geopath is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
Geopath business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Geopath product offering
Product offeringCore offering
Geopath provides standardized audience measurement, circulation auditing, and campaign effectiveness analytics for the out-of-home (OOH) advertising industry in the United States. Its offering enables advertisers, agencies, and media owners to quantify reach, impression volume, perception lift, and downstream business outcomes (such as new memberships or tourism interest) attributable to OOH campaigns, serving as the industry's recognized measurement authority in partnership with the OAAA.
Differentiator
Problem solved
Functional benefit
Products and services
- Geopath OOH Audience Measurement Standardized audience measurement and circulation auditing service for out-of-home advertising campaigns, used by OOH media owners, agencies, and advertisers to quantify reach, impressions, and audience exposure in the United States.
- Geopath Campaign Effectiveness Analytics Campaign effectiveness analytics that quantify perception lift and downstream business outcomes (such as new memberships, tourism interest, and brand perception changes) attributable to OOH advertising campaigns.
Companies that use Geopath
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles2 records
Geopath technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Geopath partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Out of Home Advertising Association of America (OAAA)coreOAAA and Geopath co-host the annual OOH Local Case Study Awards Contest, recognizing excellence in out-of-home advertising measurement and campaign effectiveness. The partnership enables Geopath to leverage OAAA's industry leadership and annual media conference platform for visibility and industry engagement.
- OUTFRONTcoreOUTFRONT participated in the 2026 OOH Local Case Study Awards, winning a Grand Prize through representative Laurie Clark for a Hand & Stone campaign demonstrating measurable results of over 100 new memberships within 30 days.
- Harmelin MediacoreHarmelin Media won a Grand Prize for its Visit Philadelphia tourism campaign, demonstrating measurable pre- and post-campaign perception gains through Geopath measurement methodology.
- Lamar Advertising CompanyminorLamar Advertising Company had five finalists recognized in the 2026 OOH Local Case Study Awards Contest, each receiving $250 cash prizes.
- Clear Channel OutdoorminorClear Channel Outdoor had finalists recognized in the 2026 OOH Local Case Study Awards Contest.
Recent moves5 records
Expansion highlights2 records
Geopath competitors and assessment
Company assessmentEmerging players
- Placer.ai: Placer.ai offers foot-traffic and location analytics using aggregated panel data, increasingly used by OOH advertisers to prove campaign lift. It represents the next-generation data-driven threat to Geopath's traditional audit methodology.
- Foursquare: Foursquare's location-data platform (Piloting, Places, Attribution) provides footfall attribution for OOH and place-based advertising. It is comparable as a competing measurement methodology leveraging mobile SDK signals versus Geopath's circulation-audit approach.
- PlaceIQ: PlaceIQ provides location-based audience targeting and measurement for OOH and digital out-of-home campaigns. It overlaps with Geopath on the audience-attribution side of OOH measurement.
Others
- Lamar Advertising Company: Lamar is one of the largest U.S. OOH media owners and a Geopath partner (5 finalists in 2026 awards). Lamar is comparable as both a customer/buyer of Geopath measurement and an indirect ecosystem peer shaping OOH audience expectations.
- Clear Channel Outdoor: Clear Channel Outdoor is a global OOH media owner and Geopath awards participant. Comparable as a major customer shaping measurement-currency requirements across the OOH ecosystem.
- Out of Home Advertising Association of America (OAAA): OAAA is Geopath's core strategic partner and co-host of the annual OOH Local Case Study Awards. While not a direct competitor, OAAA sets industry measurement standards and convenes the same buyer community Geopath serves.
- OUTFRONT Media: OUTFRONT is a major U.S. OOH media owner whose Hand & Stone campaign won the 2026 Geopath/OAAA Grand Prize. Comparable as a key Geopath customer and an industry counterpart advancing digital OOH measurement standards.
Broad incumbents
- Nielsen: Nielsen is the dominant global audience measurement currency across TV, radio, and digital, and historically operated the OOH ratings service that Geopath succeeded. It is comparable as the broader audience-measurement incumbent whose legitimacy Geopath mirrors within the OOH vertical.
- Comscore: Comscore provides cross-platform audience measurement and campaign analytics to advertisers and media sellers. It competes with Geopath indirectly as a third-party measurement authority whose currency advertisers trust for ROI decisions.
Regional players
- Route Research (UK): Route is the UK industry-standard audience-measurement body for out-of-home advertising. It is Geopath's closest international analogue, providing audit and audience research for OOH media owners in a different geography.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Geopath social profiles
Digital presenceGeopath financial estimates
Financial estimateRevenue estimate
Valuation estimate
Geopath leadership team
Management profileNumber of profiles
Profiles1 record
Geopath funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Geopath M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Geopath
What does Geopath do?
Geopath provides standardized audience measurement, circulation auditing, and campaign effectiveness analytics for the out-of-home (OOH) advertising industry in the United States. Its offering enables advertisers, agencies, and media owners to quantify reach, impression volume, perception lift, and downstream business outcomes (such as new memberships or tourism interest) attributable to OOH campaigns, serving as the industry's recognized measurement authority in partnership with the OAAA.
Is Geopath a public or private company?
Geopath is a private company. It is classified as nonprofit foundation owned.
When was Geopath founded?
Geopath was founded in 1934. It employs 11 to 50 people.
Where is Geopath based?
Geopath is headquartered in New York, United States, in the North America region.
Who are Geopath's main competitors?
Emerging players on record are Placer.ai, Foursquare and PlaceIQ. Others are Lamar Advertising Company, Clear Channel Outdoor, Out of Home Advertising Association of America (OAAA) and OUTFRONT Media. Broad incumbents are Nielsen and Comscore. Route Research (UK) is listed as a regional player.
Does Geopath have an API?
No public API is recorded for Geopath.
What industry is Geopath in?
Geopath's product category is Out-of-Home Advertising Measurement. Its primary akta.pro industry code is BPAFALAK, OOH Measurement, Attribution & Verification (Footfall, Impressions, Brand Lift), with a secondary code of MPAAAKAI, OOH Programmatic & Data/Measurement Services (Audience Analytics, Attribution). Its NAICS code is 541910 and its SIC code is 7310.