Geopath and OAAA Select Ipsos for Audience Measurement Pilot

Joint effort marks major step in evolving OOH measurement to support modern media planning

Apr. 6, 2026 at 7:04am

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Geopath, in partnership with the Out of Home Advertising Association of America (OAAA), has announced a major initiative to modernize audience measurement for Out of Home (OOH) advertising. Ipsos has been selected to support an industry pilot launching in the second half of 2026, which is part of a coordinated effort to provide advertisers with more consistent, credible, and interoperable OOH data.

Why it matters

This initiative reflects a broad commitment across the OOH industry to ensure the medium provides advertisers with data that meets the evolving expectations of today's marketers. The new measurement framework is expected to strengthen transparency and accountability, supporting continued growth for the OOH advertising industry.

The details

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 measurement initiative began in early 2025 with a comprehensive review of future requirements for OOH measurement.
  • The pilot is expected to launch in the second half of 2026.
  • Following the pilot phase, Geopath and OAAA anticipate an orderly transition from the current Geopath measurement system to a next-generation framework beginning in 2027, with full adoption in 2028.

The players

Geopath

The industry standard that powers a smarter OOH marketplace through state-of-the-art audience location measurement, deep insights and innovative market research. Geopath is headquartered in New York City and governed by a tripartite board composed of advertisers, agencies and media companies.

OAAA

The national trade association representing the out of home (OOH) advertising industry. OAAA's mission is to protect, promote, and advance the medium through government affairs and advocacy, industry research and market intelligence, brand and agency engagement, and industry leadership and convening.

Ipsos

One of the largest market research companies in the world, with significant global experience in audience measurement and media research, including providing foundational data or fully productized OOH measurement systems in more than 20 markets worldwide.

Ali Broback

Chief Client Officer and Partner at ODN and Chairperson of the Board at Geopath.

Scott Wells

Chairman of the OAAA Board and CEO of Clear Channel Outdoor Holdings.

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What they’re saying

“We've heard clearly from across the industry that the expectations for OOH measurement have evolved. Advertisers and agencies need a more modern, transparent, and interoperable approach to evaluate performance alongside other channels. This initiative is about meeting that moment.”

— Ali Broback, Chief Client Officer and Partner at ODN and Chairperson of the Board at Geopath

“Out of Home has always delivered powerful real world reach and impact for advertisers. 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.”

— Scott Wells, Chairman of the OAAA Board and CEO of Clear Channel Outdoor Holdings

What’s next

Following the pilot phase, Geopath and OAAA will work closely with industry stakeholders to evaluate results and determine the path forward for implementation.

The takeaway

This collaborative industry initiative to modernize OOH audience measurement reflects a commitment to providing advertisers with more transparent, credible, and actionable insights. The new measurement framework is expected to support continued growth and investment in the OOH advertising medium.