Geopath Taps Ayuda[x] to Power OOH Measurement

New York-based Geopath, which was formerly known as the Traffic Audit Bureau for Media Measurement, has partnered with marketing tech firm Ayuda[x] to power its new OOH (out-of-home) audience measurement solution.

Geopath is a non-profit organization acting as an independent auditor for OOH media in the US. Its solution measures audiences who actually see advertising, and creates ratings for transit media and digital billboards. Ayuda[x] will provide the engine to power Geopath's new suite of measurement tools, allowing members to understand specific audience behavior, as well as the unique profile of audiences delivered by hour of day. Geopath has also partnered with location data specialist Streetlytics, which will provide a 360-degree view of aggregated anonymous audience movement, tapping in to mobile devices, GPS and connected car data.

Kym Frank (pictured), President of Geopath, comments: 'The launch of our new suite of tools will surely have a tremendous impact across the industry by providing our members with access to a level of data previously unavailable in out-of-home measurement'.

Web sites: www.geopath.org and www.ayudax.com .