Home General Seller Geopath Updates

Seller Geopath Updates

DOmedia’s RFP and Proposal tools now use the new Geopath Insights.



What changed with Geopath?



Geopath’s methodology has changed. That means the Impressions, Reach, Frequency & TRP for Geopath Panels (also known as frames) have new numbers.



We suggest reading pages 11-14 of the Geopath Best Practices Document to understand the evolution of the numbers.



https://geopath.org/wp-content/uploads/2019/11/Geopath-Standards-and-Best-Practices-Document_11-7-19.pdf





What changed in DOmedia?

Responding to Buyer RFPs





  • When you include a valid Geopath ID and its correct market in your proposal, the system will still automatically calculate the Geopath values for you and the buyer. 
  • The Geopath values do not automatically fill in anymore. There is now a separate Update Geopath-v2 Data button. This means you can save all of your Non-Geopath changes (Save For Later button) as often as you need without having to wait on the Geopath calculations to recalculate each time. In general, the first time you click Update Geopath-v2 Data will be the longest. Subsequent clicks of Update Geopath-v2 Data button will be faster because the data is cached and data only needs to be retrieved for panels that were added since the previous save. 
  • There is a label that shows when the Geopath-v2 Data was last updated. This allows you to decide how often you want to update the calculations. 
  • The RFP impressions column reflects Target Impressions. It does NOT factor in the In-market values. The In-Market factor would include only impressions for people who reside in the market the Geopath panel is in.  
  • The Reach column reflects the number of Total Target people reached. It does NOT factor in the In-market percent. The In-Market factor would include only impressions for people who reside in the market the Geopath panel is in.  
  • The new Geopath methodology will NOT affect old RFPs. For example, if you were sent an RFP in 2019 that included Geopath numbers and you go back to look at the RFP, the numbers will NOT change.
  • If impressions are filling in, but TRP/Reach/Frequency are not, make sure your market is accurate.



Sending Proposals Outside of DOmedia (SSP)



Create Proposal Step 1

  • The Geopath Demographic Provider will show Geopath-v2
  • There are significantly more audience choices (9,303+ segments).
    • The default remains Adults Age 18+
  • There are now options to use new background geographies of the entire country known as Global and ZIP Code.
    • If you compare values such as impressions from different systems, make sure you're using the same background geography.
    • The Target Impressions column in DOmedia RFPs will result in the same number regardless if you chose Global or DMA.
  • The default background geography remains DMA.
  • The timeframe choices are now 1, 2, 4, 8 or 12 weeks. 4-Week remains the default.

As a Geopath Seller, you have options when presenting Geopath values on your proposal. You decide if the Geopath values are displayed alongside your inventory, in a separate table, both or neither.





Decision 1: If you want Geopath values to display alongside Inventory, use a Proposal Template that explicitly includes some/all Geopath columns. Template Management can be accessed here These columns include:



  • Geopath Total Impressions
  • Geopath In-Market Impressions
  • Geopath TRP
  • Geopath Population Reach
  • Geopath Reach %
  • Geopath Frequency
  • Geopath Target Composition Index
  • Geopath In-Market Target Population
  • Geopath Market Population
  • Geopath Target In-Market Population %
  • Geopath Target Total Impressions %
  • Geopath Target In-Market Impressions %
  • Geopath CPM



By including some/all of these columns in your template, the Geopath values will appear within the SAME Inventory Grid on your proposal.



If you do not want the data showing alongside your inventory, use a Proposal Template that does NOT include any Geopath columns.



Create Proposal Step 2





  • If you chose to include any Geopath columns, you will see them on Step 2.
  • The Geopath values do not automatically fill in anymore. There is now a separate Update Geopath-v2 Data button. This means you can save all of your Non-Geopath changes (Save button) as often as you need without having to wait on the Geopath calculations to recalculate each time. In general, the first time you click Update Geopath-v2 Data will be the longest. Subsequent clicks of Update Geopath-v2 Data button will be faster because the data is cached and data only needs to be retrieved for panels that were added since the previous save.
  • There is a label that shows when the Geopath-v2 Data was last updated. This allows you to decide how often you want to update the calculations.

View Proposal

Decision 2: If you want include a Separate Table of Geopath values, there is no additional step. The table is included in your proposal by default.





If you want both Geopath values alongside inventory and in a separate table - Choose a template that includes some/all Geopath columns and make sure to leave the Geopath Demographics table visible. It should say "This section is visible presently"



If you want neither (No mention of Geopath at all) - use a template that doesn't include any Geopath columns and toggle "Hide from Buyer" in the Geopath Demographics table.



About the numbers:



  • The new Geopath methodology will NOT affect old proposals. For example, if you were sent a proposal RFP in 2019 that included Geopath numbers and you go back to look at the proposal, the numbers will NOT change.
  • CPMs are calculated and updated by clicking the Update Geopath v2 Demographics button