For the first time, out-of-home ratings will be available via an independent source, giving advertisers not only proof that their campaign ran but a measure of audience reach, thanks to CBS Outdoor's adoption of the Eyes On ratings from a third party.

Until now, advertisers were delivered Eyes On ratings from the media companies themselves, but getting the ratings into third party software systems was the next logical step, according to Mediaweek.

Eyes On ratings were introduced by the Traffic Audit Bureau last year. Jack Sullivan, svp of out-of-home for Starcom, says CBS's use of Eyes On through a third party "provides a stamp of authenticity to the numbers and that gives clients and agency planners more comfort with the ratings."

CBS's move covers about 30% of outdoor inventory. CBS Outdoor's network consists of nearly 8,000 digital screens, 4,300 of them in GameStops, a store known for its ability to draw the elusive male 18-34 demo. Its monthly reach is 24 million. CBS Outdoor Americas' revenue in 2009 was down 15%, to $1.11 billion, while 2010 is pacing flat, according to CBS chief Les Moonves (via another Mediaweek article).

Last week, Mediaweek named CBS Outdoor No. 8 in its OOH Hotlist. The list was based on whether the company’s audience is growing, whether the company has staying power, whether it is helping to grow or evolve the medium, and whether it is helping to consolidate the space, writes MediaBuyerPlanner.

The total list included (in descending order from one through 10) National CineMedia, Zoom Media & Marketing, JiWire, Captivate Network, Screenvision, RMG Networks, Monster Media, CBS Outdoor, Clear Channel Outdoor, and IndoorDirect.