New York, NY (September 22, 2021) – Geopath, the not-for-profit organization that provides the industry-standard audience metrics for out-of-home (OOH) advertising, today announced the promotion of Dylan Mabin to Executive Vice President of Operations and Acting President at Geopath, effective immediately following a unanimous vote from the Geopath Board of Directors.
Previously SVP of Product, Mabin has been with the organization since 2008, when Geopath was the Traffic Audit Bureau (TAB). Since then, Mabin has held a variety of roles across the data and insights, research, and product teams. Mabin has been the main architect of the new Geopath Insights and the visionary behind the ongoing evolution to a more granular measurement solution for the OOH Industry.
Mabin will be responsible for overseeing the administration, programs, and strategic plan of the organization. To assist with this effort, the Board of Directors has approved funding for Geopath to work with a globally recognized consultancy with specific experience in helping drive organizational and industry-wide change.
This project will focus on the development of a roadmap for how Geopath can support its members now and in the future as they work to grow the OOH industry to be a highly integrated part of the media mix used by marketers and advertisers.
“Dylan has been an integral member of the Geopath team since he joined. For the past 13 years, he has guided Geopath to a more advanced measurement using geolocation data, modern technology and improved methodology,” said John Miller, EVP Sales and Marketing at Lamar Advertising and Secretary/Treasurer of the Geopath Board of Directors. “With his audience measurement expertise and passion for the industry, there is no better candidate for this position. I look forward to seeing the impact he makes within the organization and broader OOH industry as we explore the best path forward for Geopath to take its place as a leader in media measurement.”
“I am thrilled to take on this new role at Geopath and work with our key stakeholders to define and execute against a long-term strategy that will empower us to continue offering robust and accurate measurement solutions,” said Dylan Mabin. “OOH is well-positioned to continue the growth trajectory it was seeing prior to the pandemic, so I am most looking forward to driving Geopath’s leadership position and vision within the OOH and advertising industry at large.”
About Geopath
Founded in 1933, Geopath is the industry standard that powers a smarter OOH marketplace through state-of-the-art audience location measurement, deep insights and innovative market research. The organization is headquartered in New York and governed by a tripartite board composed of advertisers, agencies and media companies spanning the entire United States. For more information, please visit http://www.geopath.org.
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