GroundTruth

The company operates an advertising and data platform built around location and visitation intelligence. It ingests mobile and other signals to build place‑based audience segments, then activates those audiences across multiple channels (mobile, desktop, CTV/OTT, audio, digital out‑of‑home). Advertisers can use a self‑serve ads manager or a managed service team to plan, buy and optimise campaigns targeting these audiences. The platform also provides pixels and tools for retargeting site visitors and measuring campaign impact on store visits.

Value is created by enabling marketers to target consumers based on real‑world behaviours and to attribute media exposure to physical store visits. Additional value comes from integrated reporting, deterministic footfall measurement, creative production tools and QR‑code products that connect big‑screen exposure to measurable online actions. Channel and reseller partners extend reach by bundling the company’s media and audience products into their own offerings.

GroundTruth is a United States–based location advertising and data technology company, originally founded as xAd in 2009. It provides an omni-channel ad platform that uses real‑world footfall and place data to target audiences and measure store visits across mobile, desktop, connected TV, audio and digital out‑of‑home media.

The company earns revenue by selling media and audience activation through a self‑serve ads manager, managed service campaigns and channel/reseller partnerships. Its customers are primarily brands, retailers and their media/creative agencies that want to run location‑driven campaigns, as well as partners that resell its location‑based media and audience products. It also monetises creative tools, QR‑based TV activations and performance models such as cost‑per‑visit tied to offline outcomes.