Geopath
The US out-of-home industry's audience measurement body, formerly the Traffic Audit Bureau.
What Geopath does
Geopath estimates how many people see out-of-home ads, using traffic counts, visibility research and geolocation data. Founded in 1933 as the Traffic Audit Bureau to audit billboard circulation, it renamed itself Geopath in 2016 as it shifted from counting inventory to measuring audiences.
Its audience figures are the impressions behind most US billboard and transit rate cards, and the basis for many DOOH impression multipliers. It's governed by a board of advertisers, agencies and media companies.
Pricing and minimums
Membership-based for media owners and agencies. Advertisers usually see Geopath figures on rate cards rather than buying them.
Minimum: Not applicable.
Who it's for
Media owners getting inventory audited, and buyers comparing impressions and CPMs across sellers.
Learn more: What is Geopath? How billboard impressions, reach and CPM are measured.
Geopath: FAQ
What is Geopath?
The US out-of-home industry's audience measurement body, formerly the Traffic Audit Bureau. Geopath estimates how many people see out-of-home ads, using traffic counts, visibility research and geolocation data. Founded in 1933 as the Traffic Audit Bureau to audit billboard circulation, it renamed itself Geopath in 2016 as it shifted from counting inventory to measuring audiences.
How much does Geopath cost?
Membership-based for media owners and agencies. Advertisers usually see Geopath figures on rate cards rather than buying them. Minimum: Not applicable.
Who owns Geopath?
Not-for-profit, governed by advertisers, agencies and media companies. Geopath was founded in 1933 and is based in New York, NY.
Who is Geopath for?
Media owners getting inventory audited, and buyers comparing impressions and CPMs across sellers.
Alternatives to Geopath
Or skip the platforms and buy direct: find billboard companies in our city guides.
Sources
OOHGuide is independent and isn't paid by the platforms listed. Details compiled from public sources, October 2026.