GroundTruth offers a location-based advertising platform that connects digital campaigns to offline consumer actions. It uses location data to target audiences based on observed behaviors and measures the impact of advertising on in-store visits and sales lift across multiple media channels.
Funding
$18M raised to dateRaised to date based on public sources. This may differ from the amount the company actually raised and is based only on what is publicly available on the internet.
Founders
Product
Problem
Marketers face challenges in directly attributing online advertising spend to offline consumer actions, such as in-store visits and sales. This disconnect hinders the ability to measure the true return on investment (ROI) of digital campaigns and optimize strategies for tangible business outcomes.
Solution
GroundTruth provides an advertising platform that bridges the gap between digital campaigns and real-world consumer behavior. The platform leverages location data and proprietary technology to target audiences based on their observed behaviors and measure the impact of advertising on key performance indicators like in-store visits and sales lift. By offering a comprehensive suite of media channels and targeting capabilities, GroundTruth enables marketers to connect online efforts with offline results across multiple screens. The platform also provides options for both self-serve campaign management and managed services to cater to diverse client needs.
Target Audience
The primary customers are marketers and advertisers across various industries seeking to measure and improve the effectiveness of their digital advertising campaigns by driving measurable offline actions like in-store visits and sales.
Features
- **Blueprint Technology:** Proprietary mapping system that defines precise physical locations (In-Store, On-Lot, Retail Block) to build audience segments and measure visit attribution.
- **Location-Based Targeting:** Ability to target audiences based on geographic parameters, points of interest, zip codes, DMAs, and states.
- **Behavioral Audience Segmentation:** Creation of custom and pre-defined audience segments derived from real-world visitation history and observed behaviors.
- **Cross-Channel Media Execution:** Campaign delivery across mobile, desktop, Connected TV/Over-The-Top (CTV/OTT), digital audio, digital out-of-home (DOOH), and audience-based direct mail.
- **Performance Measurement:** Attribution of real business results including foot traffic, brand lift, sales lift, and online conversions.
- **Retargeting Capabilities:** Ability to retarget users who were exposed to DOOH ads on other digital screens to reinforce messaging.
- **Campaign Management Options:** Offers both a self-serve platform (Ads Manager) and managed services for campaign execution and optimization.
- **Contextual Targeting:** Targeting options based on current weather conditions or specific venue types.