GroundTruth, founded in 2009, is the leading global technology platform driving in-store visits and sales by leveraging location as the primary source of intent. We believe in the power of place. Build your brand, increase sales and grow your business by building off what real people are doing in the real world, mapped using our proprietary Blueprints technology. Through its data foundation, made up of O&O Weatherbug (acquired in 2016) GroundTruth sees 2 out of 3 smartphone users in the U.S. and more than 30 billion physical visits annually across 21 countries globally.
GroundTruth collects user level location data in 4 primary ways:
1. Owned and Operated Apps: We expanded our owned and operated inventory in 2016 with the acquisition of WeatherBug, a top-rated weather app. The acquisition combines the scale of GroundTruth’s global, real-world intelligence and contextual database with WeatherBug’s daily user reach and engagement and a data infrastructure built from one of the largest IoT networks, across ten thousand private weather stations (5X larger than the National Weather Services collection). Additionally, this gives GroundTruth 10M unique MAU’s helping to differentiate from other competitors.
2. Data Partnerships: GroundTruth partners directly with data aggregators to source raw lat/long data for users of these applications.
3. Publishers/Location SDK: GroundTruth has a location SDK which is integrated with several publishers and allows us to source consistent location data. GroundTruth also partners with publishers to get raw lat/long via API relationships.
4. Bid Stream Data:GroundTruth still sources some location data from the bid stream, however, as of February 2018 this only accounts for less than 5% of our location data.
Location Audience: An audience of users who have visited a brand or category (e.g. McDonald’s or a Restaurant) in the past 90 days.
Behavioral Audience: An audience that combines past visitation with relevant demographic data and visitation frequency to define a pattern of behavior. For example, a Children’s Shopper would need to be seen 3 times in the past 6 months at a children’s retailer to qualify.
Custom Audience: Clients have the opportunity to tailor GroundTruth audiences by customizing recency, frequency and demographic elements as well as combining segments using boolean logic. Custom audiences are pushed via a custom private feed for one to one client access.