GroundTruth Expands Location-Based Targeting To Optimize Online Advertising Strategies

GroundTruth | June 11, 2020

  • GroundTruth, the leading global location technology company, announced the launch of several new capabilities that will expand the reach of location-based marketing through cross-device channels.

  • With the introduction of its new Connected TV (CTV) solution and Desktop offering, coupled with its existing mobile capabilities, GroundTruth is providing marketers broader access to cross-device channels in order to drive consumers to physical points of interest or convert them online.

  • The convergence of Connected TV, Desktop, and mobile enable advanced audience targeting and cross-device measurement for location-based advertising.


Campaign insights can then be used to optimize omnichannel messaging or targeting in real-time to increase performance.

CTV and Desktop ads make addressable targeting highly effective at reaching audiences especially among the increasing number of cord-cutters in the U.S. With the launch of its CTV and Desktop solutions, GroundTruth will offer agencies, brands and local businesses the opportunity to access and deploy CTV and Desktop ad inventory the same way they execute their mobile campaigns. They will also be able to leverage GroundTruth's location-based audiences and targeting capabilities to reach specific audiences and understand incremental foot traffic driven to their locations by each advertising campaign and channel. Using cohesive sequential messaging, the convergence of the expanded offering opens up brands to maximize effectiveness while telling their brand or campaign story.

GroundTruth builds audiences based on consumers' past visitation behaviors through its global collection of over 30 billion annual visits to places of business and points of interest. The new capabilities will help to extend the reach of local targeting to customers in various places with varied interests with customized ads. By leveraging digital identity resolution delivered by cross-device graph, digital ad IDs are mapped to GroundTruth's location-based audiences across mobile, desktop and connected TV devices.

We are excited to expand our offerings to new channels to better unify advertising vehicles and help deliver more comprehensive results for our customers. By developing a solution for Connected TV and Desktop we are strengthening capabilities for omnichannel location-based advertising strategies and offering the ability to effectively market to audiences and drive ROI through various online and offline elements. Advertisers who integrate audience targeting on Connected TV and other devices with location targeting on mobile can execute an incredibly powerful cross-channel marketing plan.

- Amit Goswami, SVP of Product and Engineering, GroundTruth


GroundTruth's cross-device offering is built using the same proprietary visitation data that powers GroundTruth's other offerings, which was recently verified to be at least 96.2% accurate based on an annual 3rd party audit by Numerator. Accuracy has long been a core focus of GroundTruth, who's technology platform is powered by GroundTruth's Blueprints™, which precisely captures millions of businesses and points of interest, the offering will reach users that are associated with audience segment groups based on their real-world visitation history and demographics.
 

About GroundTruth

GroundTruth is the leading global location technology company for driving visits. Using its proprietary Blueprints technology, along with predictive targeting products, GroundTruth is able to precisely reach mobile users in the real world and influence business performance. Since 2009, GroundTruth's focus on scale and accuracy has allowed it to capture 2 out of 3 smartphone users in the U.S. and more than 30 billion global physical visits annually.

Spotlight

Introducing our latest video showcasing the seamless synergy of ChatGPT and ARLOOPA Studio, your ticket to unlocking a world of limitless imagination and innovation.

Spotlight

Introducing our latest video showcasing the seamless synergy of ChatGPT and ARLOOPA Studio, your ticket to unlocking a world of limitless imagination and innovation.

Related News

Advertiser Platforms

Wurl and AppLovin Empower Streamers and Publishers to Turn CTV into a Performance Marketing Channel in New Report

Business Wire | September 14, 2023

Wurl, the leader in data-driven solutions for CTV, today released How to Turn CTV into a Performance Marketing Channel for Growth, a new report developed in partnership with leading marketing platform AppLovin (NASDAQ: APP). With CTV ad spending projected to reach over $25 billion in 2023, and more and more viewers moving away from traditional cable, the report highlights the significant role CTV advertising plays in reaching new audiences and driving revenue. “CTV advertising is bringing the performance power of mobile user acquisition into the world of television, unlocking unprecedented ROI for streamers, content publishers, and mobile marketers alike,” said Katie Jansen, Chief Marketing Officer, AppLovin. “Whether operating in the dynamic world of mobile apps, or as a streaming app delivering engaging content, CTV is driving incremental and profitable growth for performance-minded marketers.” Marketers can now leverage data-driven targeting and measurement, providing a clearer understanding of campaign outcomes. The report details how to: Drive incrementalityby expanding reach to previously untapped audiences and acquiring net-new users and subscribers. Keep the right viewers engaged, targeting promos individually across CTV, mobile, and desktop. Drive deeper engagement through dual-screeningwhen users are engaging with their mobile phones while watching CTV, and searching for information about the product or service. Measure and optimize with a full-funnel, cross-channel mindsetensuring a holistic understanding of CTV's role in driving down-funnel actions. Inspire engagement with CTV adsthat leave a lasting impression and feature a clear call to action that motivates users to take the next step. The report also features real-world case studies from apps that increased their install rates with AppDiscovery campaigns tapping into Wurl’s premium CTV supply. Picsart, the number two top-downloaded photography app, tripled its spend after achieving high install rates and tremendous scale, and popular credit building app Kikoff decreased its cost-per-engagement (CPE) by 27% and increased its install rate by 3X. “We know that nearly half of viewers discover new content to watch through ads during other TV shows,” said Ron Gutman, Chief Executive Officer, Wurl. “With performance-driven advertising, streamers and publishers can leverage CTV as part of their marketing mix to attract high-value viewers, increase engagement, and, in turn, boost retention. All campaigns are 100% measurable through Wurl’s ContentDiscovery solution, allowing advertisers to effectively transform their marketing efforts from a cost center to a revenue driver with the ability to immediately see their ROAS and down-funnel metric performance.” Learn more about Wurl and read the full report, How to Turn CTV into a Performance Marketing Channel for Growth, here. About Wurl Wurl leads the CTV industry in helping content publishers and streamers reach millions of viewers worldwide. The company's market-leading solutions enable publishers and streamers to maximize their revenues, grow their CTV viewership, and strengthen their brand value. Wurl is owned by AppLovin (NASDAQ: APP). For more information, visit www.wurl.com, and follow us on LinkedIn, X, Instagram, and Facebook. About AppLovin AppLovin makes technologies that help businesses of every size connect to their ideal customers. The company provides end-to-end software and AI solutions for businesses to reach, monetize and grow their global audiences. For more information about AppLovin, visit: www.applovin.com.

Read More

Ad Tech and Martech

DanAds: A Decade of Breakthroughs in Self-Serve Ad Automation

ExchangeWire | August 01, 2023

For the past ten years, DanAds has been at the forefront of self-serve ad automation technology, revolutionising the programmatic advertising space with cutting-edge solutions for an ever-changing marketplace. Through a customer-centric approach and a shared vision, DanAds has continuously pushed boundaries and remained a global leader in innovation. In a rapidly evolving advertising industry, brands, and publishers have consistently sought the most efficient and cost-effective ways to reach their target audiences. Online advertising provided broader reach, but it also brought challenges such as longer timelines, higher costs, and reduced transparency. DanAds founders, Istvan Beres and Peo Persson, recognised the need for a better solution and founded DanAds in 2013, aiming to reshape how publishers and brands sell their inventory to advertisers. The early days were met with scepticism as Beres and Persson urged prospective clients to embrace a future-forward approach. Despite the initial resistance, DanAds secured financing in 2016 and signed clients such as Bloomberg, Philips, and Truecaller, setting the stage for their self-serve revolution. In subsequent years, DanAds continued to thrive, acquiring Backbone in 2018 and expanding its client base with companies like TripAdvisor. In 2019, DanAds established subsidiaries in the UK and the US, signalling their global aspirations. Then, in 2020, amidst the challenges of the pandemic, DanAds managed to achieve a net revenue of 24m SEK, (£1.8m) showcasing their resilience and adaptability. The momentum continued in 2021, with DanAds completing an equity financing round of 121m SEK (£8.9m) and securing an additional 100m SEK (£7.4m) in debt financing from the EIB and Nordea. The company launched its core self-serve platform, experienced significant growth to 45m SEK (£3.3m), and appointed a new board of directors led by chairman Anders Borg. However, 2022 presented unforeseen challenges, including inflation, a halting global economy, and geopolitical conflicts. DanAds prioritised its team's well-being by relocating developers from Ukraine to western parts of the country and other European locations. Despite these obstacles, DanAds achieved remarkable growth, generating 131m SEK (£9.7m) in net revenue with a net retention rate of 136% going into 2022. They also hosted the world's first self-serve and Advertising Automation Summit. In 2023, DanAds celebrated its 10th anniversary with a focus on expanding its US team to 10 people and securing 13 contracts in Q1 alone, a significant increase compared to the previous year. The company now operates in two divisions, automation services, and self-serve, and has expanded into new marketplaces, solidifying its position as a true ad tech industry leader. DanAds' success has not gone unnoticed, with several prestigious awards and recognitions in 2023, including the "Product of the Year" award at the NAB show and a spot on the AdExchanger Power Player List. G2 also recognised them as a high performer during the spring and summer. So why do publishers believe in self-serve so much? The answer lies in the power and control it gives them. DanAds' self-serve technology and ad automation are adaptable and used by international portfolios of clients across various industries. Publishers gain control over their advertising lifecycle, increasing transparency and trust in their processes. As DanAds looks to the future, its founders' belief in self-serve's potential has been validated. With a robust account management team, a strong US presence, and a growing pipeline of high-quality clients, DanAds is poised for a bright and successful future in the ad tech industry. About DanAds DanAds is the leading provider of self-serve advertising technology, connecting ad sellers (publishers) directly with advertisers of any size through a fully automated ad sales platform. DanAds provides publishers with their own branded platform, allowing them to dramatically reduce manual administration and monetize their valuable user data. With the help of DanAds, all ad buyers can get access to premium advertising space independent of brand and budget, without expensive middlemen. Clients include Bloomberg Media, Tripadvisor, The Washington Post, Hearst Magazines, Roku and SoundCloud. Learn more on www.DanAds.com.

Read More

Ad Networks, Advertiser Platforms

Brightcove Forms Strategic Partnership With PubMatic to Fuel Its Ad Monetization Service

Business Wire | July 21, 2023

Brightcove (Nasdaq: BCOV), the world’s most trusted streaming technology company, today announced it has entered into a strategic agreement with PubMatic (Nasdaq: PUBM), an independent technology company delivering digital advertising’s supply chain of the future. The partnership combines PubMatic’s programmatic advertising solutions with Brightcove’s innovative video platform to enhance and bolster demand for the recently launched Brightcove Ad Monetization, a service designed to help media companies better monetize their content. Brightcove’s integration of PubMatic into its marketplace will enhance the company’s comprehensive video solution for media organizations and publishers looking to maximize their advertising revenue, streamline their operations and grow their business. “At Brightcove, we continuously look for ways to provide extra value to our customers and help them monetize their video content. We want them to be able to focus on creating their content while we do the heavy lifting to ensure the right mix of monetization partners are set in place,” shared Michael Dorf, VP of Global Ad Operations at Brightcove. “PubMatic is leading in the marketplace with supply path optimization solutions and new innovations like Activate, which opens tremendous new revenue opportunities for publishers.” “We look forward to connecting with Brightcove’s extensive portfolio of media clients to deliver premium advertising solutions that will help them drive business results,” said Meghan Jacobi, Director of OTT Partnerships at PubMatic. “This integration provides publishers with unique new sources of demand through Activate, and solutions to manage and monetize their video content for maximum revenue. Through the combination of our platforms, we can also provide publishers deeper insights into their audience and valuable data about the performance of their advertising strategy.” This latest partnership reinforces Brightcove’s commitment to forging relationships with the most prominent advertising platforms in the industry on behalf of its customers to provide them with a seamless experience that removes the main challenges to monetizing video content. Companies taking advantage of Brightcove’s Ad Monetization service include Atlanta Black Star, Buckeye Broadband, Cricket Australia, TVB, and WINK News, to name a few. For more information, visit Brightcove.com. About PubMatic PubMatic is an independent technology company maximizing customer value by delivering digital advertising’s supply chain of the future. PubMatic’s sell-side platform empowers the world’s leading digital content creators across the open internet to control access to their inventory and increase monetization by enabling marketers to drive return on investment and reach addressable audiences across ad formats and devices. Since 2006, PubMatic’s infrastructure-driven approach has allowed for the efficient processing and utilization of data in real time. By delivering scalable and flexible programmatic innovation, PubMatic improves outcomes for its customers while championing a vibrant and transparent digital advertising supply chain. About Brightcove Inc. Brightcove creates the world’s most reliable, scalable, and secure streaming technology solutions to build a greater connection between companies and their audiences, no matter where they are or on which devices they consume content. In more than 60 countries, Brightcove’s intelligent video platform enables businesses to sell to customers more effectively, media leaders to stream and monetize content more reliably, and every organization to communicate with team members more powerfully. With two Technology and Engineering Emmy® Awards for innovation, uptime that consistently leads the industry, and unmatched scalability, we continuously push the boundaries of what video can do. Follow on LinkedIn, Twitter, Facebook and Instagram. Visit www.brightcove.com.

Read More