GroundTruth

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.

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

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

• Location-based advertising
• Performance advertising platform
• Audience targeting solutions
• Digital out-of-home advertising
• Omnichannel ad measurement

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. 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.
2. 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

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core 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

Named customers10 records

Segments10 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered flagship, minor and core.

• ZeroToOne.AIflagshipStrategic or Co-development Partner · 25 March 2026ZeroToOne.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)minorOthers · 25 March 2026John 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 ExchangecoreTechnology or Integration · 9 October 2025GroundTruth 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 MediacoreChannel Partner/ Reseller/ Distributor · 9 October 2025Outfront 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 AdvertisingcoreChannel Partner/ Reseller/ Distributor · 9 October 2025Lamar 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.
• CaptivatecoreChannel Partner/ Reseller/ Distributor · 9 October 2025Captivate is a premium DOOH publisher available through GroundTruth's DOOH advertising solution, specializing in office building and high-traffic commercial location digital displays.
• GSTVcoreChannel Partner/ Reseller/ Distributor · 9 October 2025GSTV (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

Direct 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

• Xx.com/groundtruthco
• Facebookfacebook.com/xADinc
• LinkedInlinkedin.com/company/groundtruthco

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds9 records

Investors11 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GroundTruth