GroundTruth (xAd)

GroundTruth (xAd) is an advertising-technology company that uses location, behavioral, demographic, and predictive information to select advertising audiences and measure outcomes such as visits and sales. Its products cover audience intelligence, campaign activation across multiple media channels, and attribution based on observed activity outside the advertisement itself.^[1]

The business previously operated under the xAd name. Its privacy policy identifies the legal entity as xAd, Inc. doing business as GroundTruth, while its current website describes GroundTruth as part of ZeroToOne.AI.^[2][3]

What It Does

GroundTruth offers an advertising platform in which a buyer chooses an objective, defines an audience, runs media, and reviews measured results. Objectives include awareness, consideration, physical visits, and sales. The company provides real-world targeting, audience intelligence, omnichannel activation, omnichannel measurement, creative services, and a self-service product called Ads Manager.^[1]

Access routes include a self-service interface, managed campaigns, partnerships or white-label arrangements, and programmatic use of GroundTruth audiences through other buying platforms.^[1] Location-derived visitation is therefore both a targeting input and a measurement output rather than a standalone foot-traffic dataset marketed only for investment research.

Data And Methodology

GroundTruth's privacy policy says the platform may collect or receive digital identifiers, hashed email addresses, IP addresses, device and browser information, purchase or transaction records, precise geolocation, postal addresses, and records of web, application, device, and advertising activity. Collection mechanisms can include cookies, scripts, web beacons, and software development kits.^[3]

The same policy says data may originate from consumers, advertising customers, publishers or other platform members, service providers, consumer-data resellers, and additional partners. GroundTruth uses or derives this information for audience creation, proximity advertising, cross-device association, analytics, attribution, reporting, and interest-based advertising.^[3] A measured visit is consequently an inference from available device and place data, not a census of all visitors.

Prediction And Measurement

GroundTruth markets a ZeroToOne.AI-powered feature called Dynamic Intent Prediction, which is intended to predict who will convert within a period ranging from 24 hours to 30 days.^[1] That description is a company claim; the public page reviewed did not provide enough model documentation to independently reproduce accuracy, define conversion for every campaign, or compare predictions with a neutral benchmark.

The company describes its campaign reporting as transparent and validated against real-world behavior.^[2] Evaluation still requires disclosure of exposed and control populations, match rates, attribution windows, repeat-visit rules, confidence intervals, and treatment of devices that cannot be observed. Case studies published by GroundTruth should be treated as vendor evidence rather than independent performance audits.

Buyers And Use Cases

GroundTruth markets to advertising agencies and organizations in automotive, consumer packaged goods, education, healthcare and pharmaceuticals, politics, professional services, restaurants, retail, and travel.^[1] Use cases include reaching devices near a place, building audiences from prior behavior, coordinating connected television, audio, digital out-of-home and other channels, and estimating incremental visits or sales.

These uses differ in their evidentiary requirements. Campaign optimization may tolerate a directional indicator, whereas regulated sectors, political advertising, or claims of incremental sales can require stricter consent, targeting, and experimental-design controls.

History And Ownership

CB Insights independently identifies GroundTruth as formerly xAd and describes it as an advertising platform based on location and purchase information.^[4] The legacy name remains in GroundTruth's current legal and privacy disclosures.^[3]

GroundTruth now states that it is a ZeroToOne.AI company and that ZeroToOne.AI powers its predictive capability.^[1][2] The pages reviewed do not disclose the financial terms or date of that ownership change, so no such figures or transaction chronology are asserted here.

Privacy And Consumer Choice

GroundTruth states that it follows the Digital Advertising Alliance and Digital Advertising Alliance Canada self-regulatory principles. It points mobile users to AppChoices for interest-based advertising and precise-location choices, and also describes browser-level choice tools. Device operating-system settings can be used to limit precise location collection.^[3]

The policy says GroundTruth may share data with affiliates, contractors, advertising partners, measurement companies, analytics providers, and companies for which it provides services. It also provides processes for access, correction, deletion, and opt-out rights available under relevant United States state laws.^[3] Buyers should assess the current policy and contracts because available rights, sources, retention, and permitted uses can change.