What is Audited Circulation?
Audited circulation is the certification of traffic and vehicle circulation. Geopath (formerly the Traffic Audit Bureau or TAB) independently audits records and circulation data of outdoor billboard advertising structures for an annual fee. In many cases, large national buyers and advertisers use these audits to compare billboard advertising to other advertising media. A large number of independent billboards are not audited and use state provided circulation data. For example, the Kansas Department of Transportation (KDOT) collects, analyzes, and reports data on the volume and types of traffic on the state highway system and selected local roads/streets that provides similar audits and is used by local billboard operators like Atomic Billboards. Also many national and regional advertisers also rely on third data providers such as INRIX, Google, and others who are beginning to provide real-time traffic data that can complement or be substituted for audited circulation.
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