GroundTruth
Location-based DSP and attribution platform for real-world outcomes.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- xAD, Inc.
- Entity type
- COMPANY
- Founded
- 2009
- Company size
- 201–500
- Market role
- AdTech Vendor
- Official website
- groundtruth.com
What GroundTruth does
GroundTruth operates an adtech business built around location intelligence, media activation and offline attribution. It provides a self-serve demand-side platform for advertisers and smaller marketers, a broader cross-channel platform for enterprise buyers, and managed services for clients that want outsourced execution. Value is created by combining proprietary visitation-based audience data with campaign delivery and measurement, allowing buyers to target likely real-world audiences and assess store-visit impact. Revenue is generated from media buying activity on the platform and from service-led campaign management and creative support.
Category differentiation
GroundTruth is a location-based advertising and attribution platform, not a mapping app, consumer location service or pure market research firm. It is also distinct from generic DSPs because its positioning centres on real-world visitation data and offline outcome measurement.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
GroundTruth is a US advertising technology company focused on location-based programmatic advertising and measurement. Its platform enables advertisers and agencies to plan, buy, and measure campaigns across display, video, audio, in-app, CTV and DOOH, with a particular emphasis on linking media exposure to offline outcomes such as store visits and conversions. Its proprietary Blueprints technology underpins audience segmentation, geofencing and visit attribution based on real-world visitation behaviour. The company makes money from media spend flowing through its self-serve DSP and broader platform, as well as from managed campaign execution and related creative support services. Its direct customers are brands, agencies, advertisers, SMEs and performance marketers that want location-aware targeting and measurable offline attribution. As of March 2026, GroundTruth has been acquired by ZeroToOne.AI.
Company news briefing
Briefing updated:
Following its acquisition by ZeroToOne.AI and the appointment of CEO Rosie O’Meara, GroundTruth has expanded its suite with new creative capabilities and a predictive behavioural model claiming 90% accuracy for next-action forecasting. Recent performance data reinforces its omnichannel strategy, demonstrating that integrating audio with mobile and CTV increases sales lift to 30%. These developments underscore GroundTruth’s focus on leveraging real-time signals and AI-driven intent prediction to navigate unpredictable consumer behaviours and the rise of answer-engine optimisation.
Business model & monetisation
GroundTruth monetises mainly through advertising spend executed on its platform, using programmatic pricing models such as CPM and performance-oriented pricing tied to outcomes including cost-per-visit. Its self-serve Ads Manager lowers adoption friction with no minimum spend or contract requirement, while the managed-service offering adds service-fee revenue for campaign planning, execution and optimisation. Creative support provides an additional ancillary service revenue stream. The company’s proprietary location and visitation data supports premium positioning around measurable real-world outcomes.
- Programmatic media spend through self-serve and platform buying
- Percentage Take-Rate
- Managed campaign execution
- Service Fee
- Performance-based campaign pricing such as cost-per-visit
- Percentage Take-Rate
- Creative services
- Service Fee
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Media Channel
Technology
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
GroundTruth adds Creative Capabilities to its solutions suite
Recorded impact score: 3/5
New Creative Capabilities solution added to GroundTruth's offerings.
Explore company relationships
Questions about GroundTruth
What is GroundTruth?
GroundTruth is a location-based advertising technology platform that helps advertisers run and measure digital campaigns against real-world outcomes such as store visits.
Who uses GroundTruth?
Its users are mainly brands, agencies, enterprise advertisers, SMEs and performance marketers that want location-aware targeting and offline attribution.
How does GroundTruth make money?
It earns revenue from media spend on its platform, including self-serve and managed buying, plus service fees for campaign execution and creative support.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
12 publicly documented primary sources and citations linked across the market graph.
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