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Nonprofit organization Geopath, previously known as the Traffic Audit Bureau for Media Measurement, has announced it will use software from Citilabs to power an audience location measurement solution for out-of-home advertisers.
Seattle-based Placed announced this morning that with Placed Attribution, which was unveiled back in July, the company can bridge the gap between OOH ads (billboards) and physical store visitations.
Why are so few dollars in media plans allocated to on-the-go media? Primarily because this sector has not provided the basic, traditional tools to the planning community that is expected with all other media types to evaluate, plan, place and track in a standardized way.