A traffic count is a recording or count of vehicular or pedestrian traffic passing a given point along a particular road, highway, and path or intersection. In out-of-home advertising this is done to authenticate the traffic circulation that passes outdoor advertising structures or billboards to determine impression data or to verify who was exposed to outdoor ads. This data is collected and used by billboard companies and other companies, like Geopath (formerly TAB), to provide measurement data to outdoor advertisers.
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