• by Joe Mandese  @mp_joemandese, October 5, 2021

Geopath, the U.S. ad industry’s de facto currency for out-of-home media buys, has restructured its board of directors, adding more representation from the advertising and ad-tech industries.

The move follows the advice of an undisclosed “globally recognized consultancy” retained by Geopath to help vet its board. It also follows Geopath’s board’s ouster of former president Kym Frank earlier this year.

The announcement included a statement by Acting President Dylan Mabin, executive vice president-operations at Geopath, but made no reference to plans to recruit a new permanent president.

As part of the reorganization, existing board member Chris Olsen, U.S. president of IPG Mediabrands’ Rapport unit, joins Geopath’s executive committee.

Betsy McLarney, CEO of independent out-of-home media agency EMC Outdoor, was named to the newly created role of “At Large Independent Agency Member.”

Newly elected board members include Project X/ADstruc CEO John Laramie and Talon/The Buntin Group COO Jon Carmack, as well as Geopath’s first “programmatic” representative Michael Provenzano, CEO and co-founder of Vistar Media.

Bill Tucker, group executive vice president-data tech measurement at the Association of National Advertisers (ANA) and Ashwini Karandikar, executive vice president-media, technology and data at the American Association of Advertising Agencies (4A’s) have joined Geopath’s board as ex-officio members.

They succeed departing board members ANA President-CEO Bob Liodice, Talon/The Buntin Group Executive Vice President-Managing Partner Mark Young, former 4A’s media, tech and data consultant William Bock, former Enhance CEO Mike Cooper, and Stott Outdoor Advertising President-CEO Jim Moravec.