Precisely Audiences (formerly Spectrum Reach Data)

One of the leading independent location-based advertising platforms in the US, known for its verified visit data and foot traffic attribution capabilities

GroundTruth (formerly xAd) is a leading location-based advertising and analytics company that uses proprietary real-world visit data to power audience targeting, campaign activation, and offline attribution. The platform ingests billions of location signals daily, applying machine learning and verification technology to distinguish genuine consumer visits from GPS noise, enabling advertisers to reach consumers based on where they actually go — not just where their devices happen to be. GroundTruth serves brands and agencies across retail, restaurant, automotive, healthcare, and entertainment verticals through both self-serve and managed service models. The company's core differentiator is its Visits methodology, which it claims is the industry's most accurate measure of real-world foot traffic. This data layer powers audience segments (e.g., frequent fast-food visitors, auto intenders), geo-contextual targeting, and closed-loop attribution that ties ad exposure directly to in-store visits. GroundTruth also offers a self-serve platform called GroundTruth Ads Manager, enabling SMBs and agencies to launch location-based campaigns without a managed service team. In the broader AdTech ecosystem, GroundTruth competes with other location intelligence and mobile advertising players. The company has expanded its data licensing and audience syndication capabilities, making its visit-verified segments available through third-party DSPs and data marketplaces. The reference to 'Precisely Audiences (formerly Spectrum Reach Data)' in the query appears to be a mismatch — GroundTruth operates independently and is not directly associated with Precisely or Spectrum Reach, though it may have data partnership relationships in the ecosystem.