With the large and static billboards being replaced by the colorful and frequently changing digital signage, the OOH (out-of-home) market has seen plenty of vendors offer up a variety of platforms and techniques for measuring effectiveness.

This week, Geopath, a non-profit organization that has been around for 75 years, is releasing a new Insights Suite that tries bringing more order to ad measurement in the great outdoors.

The organization, which began in 1933 as the Traffic Audit Bureau for Media Measurement, originally collected data by sending people out with clickers to count cars and other people passing by, by conducting surveys and by utilizing traffic data from the US Department of Transportation.

[Read the full article on MarTech Today.]

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