irs program accomplishments · form 990 part iii · fy2023
What they reported doing
- #1 primary $0THE IMPROVEMENT OF THE MEASUREMENT SYSTEM INCLUDING IMPROVED MEASUREMENT OF TRANSIT AND DIGITAL ADVERTISINGAND PLACE BASED ADVERTISING.
named programs · 4 · from sources
What they call their work
Geopath Insights Suite
Platform providing audience location data and consumer engagement insights for out-of-home advertising planning and measurement
Geopath Learning Lab
Self-directed online training platform covering OOH media measurement fundamentals and tool usage
Inventory Explorer
Interactive map showing all Geopath-audited out-of-home advertising inventory in the United States
Out of Home Office Hours
Weekly webinar series presenting updates on Geopath research, measurement methodologies, and industry insights
activities · 1 group
What they do
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Industry Standards Development and Management 7 activities
- Conducting audited circulation measurement for out-of-home mediaPerforms audits of out-of-home media circulation across the United States to establish standardized, reliable metrics for advertising reach and performance.
- Delivering educational workshops and seminars in OOH researchPlans and conducts in-person and custom training sessions for organizations and teams on topics including out-of-home media auditing, market research, advertising, and consumer research.
- Improving out-of-home advertising measurement systemsDevelops and enhances measurement systems for out-of-home (OOH) advertising, including transit, digital, and place-based platforms, to improve audience location and consumer engagement analysis.
- Maintaining a research library for OOH advertising insightsCurates and maintains a library of research presentations that provide industry insights on out-of-home audiences, demonstrating the effectiveness and value of OOH advertising.
- Offering custom training for OOH measurement and researchProvides tailored training sessions for organizations and teams focused on out-of-home media measurement, research methodologies, and data application.
- Providing research tools for OOH audience measurementOffers tools and systems to measure, analyze, and apply audience location and consumer engagement data for out-of-home advertising, supporting data-driven decision-making in the industry.
- Providing self-directed online training in OOH measurementOffers self-paced digital learning through the Geopath Learning Lab platform to educate users on OOH media measurement fundamentals, tool usage, and application of Geopath insights.
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financials · form 990 · fy2024
revenue
Total revenue$15.02M
Contributions & grants$00%
Program service revenue$15.02M100%
Investment income$00%
Other revenue$0
expenses
Total expenses$16.05M
Program expenses89%
Admin / overhead11%
Fundraising0%
Salaries & benefits$4.06M
Grants paid out$0
Largest expense lineProfessional Fees
balance sheet
Total assets$4.35M
Cash$2.07M
Investments$0
Liabilities$6.25M
Net assets$-1.90M
Liquid reserves1.6 mo
3 years on record · 2020–2024 · YoY revenue +1.5%
leadership · form 990 part vii · fy2024
Who runs it
paid leadership · 10
| Name | Title | Hours/wk | Compensation |
|---|---|---|---|
| DYLAN MABIN | PRESIDENT | 40 | $500K |
| CHRISTOPHER LUKEN | SENIOR VICE PRESIDENT | 40 | $296K |
| GUIJU GU | SENIOR VICE PRESIDENT | 40 | $279K |
| SCOTT FIASCHETTI | SR EXECUTIVE VICE PRESIDENT | 40 | $269K |
| RAHUL KADAM | EMPLOYEE | 40 | $231K |
| LAWRENCE HENNESSY | EXECUTIVE VICE PRESIDENT | 40 | $212K |
| JAY STILLMAN | EMPLOYEE | 40 | $185K |
| NINEL ROYTMAN | EMPLOYEE | 1 | $145K |
| KEVIN NARINE | EMPLOYEE | 40 | $140K |
| TIMOTHY GARTON | EMPLOYEE | 40 | $140K |
board members · 15
- ALISON BROBACK — DIRECTOR
- ANNA BAGER — DIRECTOR
- ASHWINI KARANDIKAR — DIRECTOR
- BERNIE SHIMKUS — DIRECTOR
- BETSY MCLARNEY — EXECUTIVE DIRECTOR
- BILL TUCKER — DIRECTOR
- BILLY LONG — DIRECTOR
- CHRIS GROSSO — DIRECTOR
- DAN LANGERT — DIRECTOR
- DAN LEVI — EXECUTIVE DIRECTOR
- DANA BURLESON — DIRECTOR
- ERIC LAMB — DIRECTOR
- GARY GREENSTEIN — DIRECTOR
- GINA STRATFORD — DIRECTOR
- HAL BROWN IV — DIRECTOR
relationships · 7
Who they work with
- Advertisers Network — Represented on Geopath's tripartite governing board.
- Agencies Network — Represented on Geopath's tripartite governing board.
- Bentley Partner — Partner in powering the Geopath Insights Suite.
- Geopath Learning Lab Partner — Self-directed online training platform providing access to educational resources.
- Media companies Network — Represented on Geopath's tripartite governing board.
- MotionWorks Partner — Partner in powering the Geopath Insights Suite.
- TABOnlineNYC Partner — Hosts Geopath's Out of Home Office Hours video library on its YouTube channel.
strategies · 3
How they approach the work
Named approaches extracted from this org’s sources. Where others share an approach, follow it to see the full set of orgs running it.
- Comparable Media Metrics Developmentmethodology: comparable_media_metricsBy creating standardized, credible performance metrics for out-of-home advertising, we enable fair comparison with other media channels and increase advertiser confidence, because lack of comparability historically weakened investment in OOH despite its reach.
- Digital Out-of-Home Measurement Innovationmethodology: digital_ooh_measurementBy adapting audience measurement to account for both pedestrian/vehicular movement patterns and time-based ad rotation cycles, we produce more precise exposure estimates for digital out-of-home ads, because traditional static models fail to capture dynamic content delivery and real-world mobility.
- Integrated Audience Measurementmethodology: integrated_audience_measurementBy combining advanced data, technology, and research methodologies into a unified system, we produce more accurate and actionable audience engagement metrics for out-of-home media, because siloed or fragmented measurement undermines credibility and limits cross-channel comparability.