Geopath was formed for the OOH industry by the OOH industry, with the sole purpose of auditing and measuring audience. Measuring the OOH industry is their only priority. They ensure and objective and universal currency. Geopath leverages anonymous mobile location data and audience insights to reveal the unique characteristics of every OOH location they measure. This enables media buyers, sellers and advertisers to strategically plan and execute effective OOH advertising campaigns. Established in 1933 as the Traffic Audit Bureau for Media Measurement, they are a not-for-profit governed by a tripartite board of advertisers, agencies and media companies and measure over one million advertising units.