GroundTruth

GroundTruth (formerly known as Xad) is a location-based technology, providing brick-and-mortar firms the ability to send personalized ads to potential customers via mobile, connected TV or desktop. GroundTruth offers proprietary mapping technology “BluePrints” that provides verified location data on many topics. These include demographics, weather, and location data in 21 countries gathered from several sources including weather sensors, geo sensors, and human mappers. GroundTruth offers both a “self-serve” ad manager platform as well as a “full service”, where advertising campaigns can be fully managed by GroundTruth’s marketing experts.

In August 2021, GroundTruth received accreditation for its location, place, and visitation data sets from the Media Rating Council (MRC).

GroundTruth expanded its services in 2020 to add location-based ad targeting for connected TV and desktop. It further enhanced this service in August 2021 with the introduction of geo contextual targeting for these mediums. 

GroundTruth made two acquisitions; the most recent was in March 2021, when it acquired Addy, a self-serve ad marketplace for local advertisements targeted at small businesses, for an undisclosed amount.

Key customers and partnerships 

In March 2022, GroundTruth partnered with Flowcode, a QR code platform for measuring conversions, to launch GT QR Codes, the first intent-based quick response ad solution for linear TV, addressable TV, and CTV, enabling marketers to create interactive connections with consumers through TV ads and measure engagement.