GroundTruth
GroundTruth is a U.S. performance advertising platform combining proprietary location data with AI-powered behavioral prediction to drive measurable store visits and sales for 2,000+ enterprise brands and agencies across QSR, Auto, CPG, Retail, and Travel verticals. It now operates as a subsidiary of ZeroToOne.AI.
- Company typePrivate
- Founded2009
- HeadquartersNew York, United States
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What GroundTruth does
GroundTruth is a U.S.-based performance advertising platform that combines proprietary location and behavioral data with predictive AI to drive measurable real-world outcomes for brands and agencies. Founded in 2009 as xAd and rebranded in 2016, the company processes more than 15,000 behavioral signals across 2 billion Mobile Advertising IDs and 7 million U.S. points of interest spanning 9,000+ categories, and has built a customer base of more than 2,000 enterprises across QSR/Restaurants, Auto, CPG, Retail, Travel & Tourism, and Ad Agencies. Its core platform is organized around four modules — real-world targeting, audience intelligence, omnichannel activation, and omnichannel measurement — augmented by Blueprint Technology, an Ads Manager self-serve interface, and (post-2025) Dynamic Intent Prediction, the first commercial deployment of parent company ZeroToOne.AI's Large Behavioral Model.
The platform's technical centerpiece is the Large Behavioral Model, integrated via the March 2026 acquisition by ZeroToOne.AI, which predicts consumer conversion intent 24 hours to 30 days in advance and refreshes predictions daily; the company reports 85%+ prediction accuracy, audiences 50x larger than standard segments at 8-9x higher conversion rates, and 70% media-cost reductions with 45% ROI lifts in early deployments. In October 2025, GroundTruth extended its channel footprint into Digital Out-of-Home (DOOH) via a Place Exchange integration, adding Outfront, Lamar, Captivate, and GSTV as premium inventory partners with measurable store-visit attribution. Public case studies cite a 27% increase in store visits for a global restaurant chain, a 30% media-efficiency improvement and $100 million of wasted spend identified for a global automotive brand, a 14.7% foot-traffic lift over 90 days for a 2,400-location U.S. QSR chain (2.3 million attributed store visits), and a 30% sales lift with audio integration for Gary's QuickSteak.
GroundTruth monetizes through three tiers: enterprise managed services (annual subscription-style contracts with full-service execution), a self-serve Ads Manager (usage-based pricing with quote-based access), and programmatic channel/reseller partnerships, all quote-based with no public pricing. Distribution spans direct enterprise field sales, inside sales for programmatic, and channel/reseller partnerships for white-label and DSP integrations. Following the March 2026 acquisition, GroundTruth operates as a wholly-owned subsidiary of ZeroToOne.AI; prior to that it was an independent private company with disclosed equity funding of approximately $134.5M across rounds led by IVP, Emergence Capital, M12 (Microsoft's venture fund), and SoftBank. Rosie O'Meara serves as CEO, with John Costello (former President of Global Marketing and Innovation at Dunkin' Brands) joining ZeroToOne.AI's Board as Vice Chair as part of the transaction.
GroundTruth firmographics
Firmographics- Name
- GroundTruth
- Legal name
- GroundTruth
- Website
- https://GroundTruth.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- GroundTruth is a U.S. performance advertising platform combining proprietary location data with AI-powered behavioral prediction to drive measurable store visits and sales for 2,000+ enterprise brands and agencies across QSR, Auto, CPG, Retail, and Travel verticals. It now operates as a subsidiary of ZeroToOne.AI.
- Ownership category
- akta.pro rank
GroundTruth industry classification
Industry- Product category
- Location-Based Advertising Technology
- NAICS
- Media Buying Agencies (541830), Indoor and Outdoor Display Advertising (54185)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Programmatic Display & Retargeting (DSP) (MPAAACAE)
- akta.pro secondary industry
- Place-Based / Retail & Venue Media (Malls, Gyms, Cinema, Office Buildings) (BPAFALAE)
Keywords
Where GroundTruth is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
GroundTruth business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Advertising Platform Services: GroundTruth generates revenue through its performance advertising platform, providing location-based targeting, audience intelligence, and campaign activation services to brands and agencies. The platform is offered through managed services (expert execution) and self-serve (Ads Manager) models.
- DOOH Advertising: Revenue from digital out-of-home advertising inventory and attribution services, enabled through partnerships with premium publishers including Outfront, Lamar, Captivate, and GSTV.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Managed Services - Expert execution for enterprise campaigns |
| Usage-based | Pay-as-you-go | Self-Serve Platform - Programmatic campaign management |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
GroundTruth product offering
Product offeringCore offering
GroundTruth operates a performance advertising platform that turns real-world location data and predictive behavioral intelligence into measurable business outcomes for brands and agencies. The offering combines proprietary audience targeting, AI-powered intent prediction, omnichannel activation across mobile, CTV, audio, and digital out-of-home, and real-world attribution that ties ad exposure to store visits and sales.
Product overview
GroundTruth is a performance advertising platform that has evolved into a ZeroToOne.AI company, offering a unified platform architecture that combines location intelligence with AI-powered predictive analytics. The core platform includes modules for real-world targeting, audience intelligence, omnichannel activation, and measurement. Key products include Dynamic Intent Prediction (AI-powered predictive audience targeting), Blueprint Technology (proprietary data layer), and Ads Manager (campaign management). The company serves agencies, CPG, QSR/restaurants, retail, auto, healthcare, and other industries with a combination of self-serve tools, managed services, and programmatic access.
Differentiator
Problem solved
Functional benefit
Products and services
- GroundTruth Advertising Platform Performance advertising platform that turns location data and predictive intelligence into verifiable real-world results across mobile, CTV, audio, and digital out-of-home channels. Sold to brand marketers and agencies through managed services and self-serve modes.
- Dynamic Intent Prediction AI-powered audience targeting product that predicts which consumers will convert in the next 24 hours to 30 days using 15,000+ behavioral signals across 7M+ U.S. points of interest. Delivers audiences 50x larger than standard segments with 8-9x higher conversion rates and 85%+ prediction accuracy.
- Digital Out-of-Home (DOOH) Advertising Solution DOOH advertising solution that connects out-of-home ad exposure to real-world store visits through integration with Place Exchange and premium inventory providers including Outfront, Lamar, Captivate, and GSTV.
- Self-Serve Platform (Ads Manager) Self-service advertising platform that enables advertisers to independently set up, launch, and manage their own campaigns with objective setting, audience targeting, and real-time measurement. Enables campaign launch in approximately 5 minutes.
- Managed Services Full-service advertising execution and optimization provided by GroundTruth's expert team for enterprise brand campaigns, including strategy, execution, and ongoing optimization for maximum real-world ROI.
- Programmatic Access Programmatic advertising access allowing advertisers to reach GroundTruth's proprietary audiences and real-world insights through preferred buying platforms and their own DSPs.
Quantifiable outcome
- 27% increase in store visits (case study from global restaurant chain)
- +10 more outcomes
Companies that use GroundTruth
Customer profileNamed customers10 records
Segments10 records
Ideal customer profiles3 records
GroundTruth technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability2 records
Feature6 records
GroundTruth partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship, minor and core.
- ZeroToOne.AIflagshipZeroToOne.AI acquired GroundTruth on March 25, 2026, combining GroundTruth's large-scale real-world signal network and 2,000+ enterprise customers with ZeroToOne.AI's AI-powered behavioral prediction engine (Large Behavioral Model) to create a predictive intelligence platform for anticipating consumer behavior. GroundTruth is now branded as 'GroundTruth, a ZeroToOne.AI company.'
- John Costello (former President of Global Marketing and Innovation at Dunkin' Brands)minorJohn Costello, former President of Global Marketing and Innovation at Dunkin' Brands, joined ZeroToOne.AI's Board of Directors as Vice Chair as part of the acquisition transaction. He brings significant brand marketing and innovation expertise to the combined entity.
- Place ExchangecoreGroundTruth integrated with Place Exchange to launch Digital Out-of-Home (DOOH) advertising solution that connects DOOH ad exposure to real-world store visits. The integration provides advanced attribution technology and access to premium DOOH inventory for GroundTruth's customers.
- Outfront MediacoreOutfront Media is one of the premium DOOH publishers available through GroundTruth's DOOH advertising solution, providing access to Outfront's digital billboard and signage inventory with measurable foot traffic attribution.
- Lamar AdvertisingcoreLamar Advertising is a premium DOOH publisher available through GroundTruth's DOOH advertising solution, providing access to Lamar's extensive digital billboard network with attribution measurement.
- CaptivatecoreCaptivate is a premium DOOH publisher available through GroundTruth's DOOH advertising solution, specializing in office building and high-traffic commercial location digital displays.
- GSTVcoreGSTV (Gas Station Television) is a premium DOOH publisher available through GroundTruth's DOOH advertising solution, providing access to gas station convenience store video networks.
Scale indicators8 records
Recent moves5 records
Expansion highlights5 records
GroundTruth competitors and assessment
Company assessmentDirect peers
- Verve Group: Verve Group is a programmatic advertising platform with strong mobile and location-based targeting capabilities, competing for similar omnichannel ad budgets and DSP integrations.
- Foursquare: Foursquare operates a location intelligence and advertising platform with comparable audience targeting, foot traffic attribution, and POI data assets serving similar enterprise and SMB advertiser segments.
- Simpli.fi: Simpli.fi is a programmatic advertising and audience targeting platform offering geo-targeting and real-world attribution, overlapping with GroundTruth's self-serve and managed-services offerings.
- PlaceIQ: PlaceIQ is a location data platform offering audience targeting and campaign measurement, directly competing with GroundTruth's Blueprint technology and real-world attribution capabilities.
- Blis: Blis is a location-powered programmatic advertising platform that uses real-world behavior signals for audience targeting, comparable to GroundTruth's Blueprint and Dynamic Intent Prediction products.
Emerging players
- Outfront Media: Outfront Media is a major DOOH inventory provider that partners with GroundTruth and is also a potential competitive channel for OOH budget allocation, especially as attribution becomes more digital.
- Cuebiq: Cuebiq is a location intelligence and foot traffic analytics company that provides DOOH and omnichannel measurement, overlapping with GroundTruth's audience intelligence and attribution capabilities.
Broad incumbents
- LiveRamp: LiveRamp provides data collaboration and identity resolution infrastructure that supports audience targeting, comparable to the data backbone underpinning GroundTruth's audience intelligence layer.
- The Trade Desk: The Trade Desk is a leading independent DSP that competes for omnichannel ad budgets and partners with location data providers, often co-existing with or replacing GroundTruth's programmatic access.
- Magnite: Magnite operates the largest independent omnichannel sell-side ad platform, intersecting with GroundTruth's programmatic and DOOH distribution capabilities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
GroundTruth social profiles
Digital presenceGroundTruth financial estimates
Financial estimateRevenue estimate
Valuation estimate
GroundTruth leadership team
Management profileNumber of profiles
Profiles9 records
GroundTruth funding detail
Funding detailFunding overview
Funding rounds9 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GroundTruth M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GroundTruth
What does GroundTruth do?
GroundTruth operates a performance advertising platform that turns real-world location data and predictive behavioral intelligence into measurable business outcomes for brands and agencies. The offering combines proprietary audience targeting, AI-powered intent prediction, omnichannel activation across mobile, CTV, audio, and digital out-of-home, and real-world attribution that ties ad exposure to store visits and sales.
Is GroundTruth a public or private company?
GroundTruth is a private company. It is classified as corporate owned and is currently operating.
When was GroundTruth founded?
GroundTruth was founded in 2009. It employs 251 to 500 people.
Where is GroundTruth based?
GroundTruth is headquartered in New York, United States, in the North America region.
How does GroundTruth make money?
Two revenue lines are on record. Advertising Platform Services are the primary driver. The others are DOOH Advertising.
Who are GroundTruth's main competitors?
Direct peers on record are Verve Group, Foursquare, Simpli.fi, PlaceIQ and Blis. Emerging players are Outfront Media and Cuebiq. Broad incumbents are LiveRamp, The Trade Desk and Magnite.
Does GroundTruth have an API?
No public API is recorded for GroundTruth.
What industry is GroundTruth in?
GroundTruth's product category is Location-Based Advertising Technology. Its primary akta.pro industry code is MPAAACAE, Programmatic Display & Retargeting (DSP), with a secondary code of BPAFALAE, Place-Based / Retail & Venue Media (Malls, Gyms, Cinema, Office Buildings). Its NAICS code is 541830 and its SIC code is 7310.