# GroundTruth

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/groundtruth

- Industry: Marketing/Advertising
- Headquarters: New York, US
- Website: www.groundtruth.com/
- Total disclosed funding: $53M
- Latest round: Series E (Nov 9, 2016)
- Investors on record: 10

## About

Founded in 2009 and based in New York, US, xAd, Inc., dba GroundTruth, operates a location-based marketing platform that combines data, technology, and strategy to help advertisers reach audiences likely to be interested in their products or services. In?March 2026, ZeroToOne acquired GroundTruth from Acumen, Tech Coast Angels, N47, Sorrento Ventures, Arcturus Capital, Palisades Growth Capital, Softbank Capital, Emergence Capital, Silicon Valley Bank, Institutional Venture Partners, Eminence Capital and W Capital Partners. Financial terms were not disclosed. As of 2024, the company is led by its CEO, Stephen McCarthy.

The company provides a portfolio of solutions, including audience targeting, location targeting, and contextual targeting. The firm offers GroundTruth, which is a media platform for its ability to drive business outcomes, particularly in-store visits and other real-world results. GroundTruth's technique is based on its technology, Blueprints, which accurately represents the real world in a virtual context. This technology enables GroundTruth to build audiences by identifying and understanding key media audiences based on real-world behaviours; target audiences in real time; and measure visits to provide real-time insights into business results, such as in-store and online visits, return on ad spend, and incremental lift.

The company offers a diverse array of media channels to connect with customers at various touchpoints, including mobile, desktop, CTV/OTT, digital-out-of-home, audience-based direct mail, and social media. In addition, GroundTruth offers distinct audiences based on previous visitation and behaviours, as well as proprietary real-time geo-targeting strategies that businesses can employ through programmatic activation.

## Funding rounds

- Series E, Nov 9, 2016, $43M — Institutional Venture Partners, W Capital Partners, Emergence Capital, Eminence Capital
- Series B, Aug 16, 2010, $4.3M — Sorrento Ventures, Softbank Capital, Palisades Growth Capital
- Series C, Feb 28, 2006, $3.6M — Softbank Capital, Palisades Growth Capital
- Series B, Sep 9, 2003, $1.4M — Sorrento Ventures, N47, Tech Coast Angels, Acumen
- Series A, Dec 12, 2002, $1.4M — Tech Coast Angels, Acumen

## Investors

- Tech Coast Angels — Series A, Series B
- Acumen (https://capitalatlas.ai/funds/acumen) — Series A, Series B
- Sorrento Ventures (https://capitalatlas.ai/funds/sorrento-ventures) — Series B
- N47 (https://capitalatlas.ai/funds/n47) — Series B
- Softbank Capital (https://capitalatlas.ai/funds/softbank-capital) — Series C, Series B
- Palisades Growth Capital (https://capitalatlas.ai/funds/palisades-growth-capital) — Series C, Series B
- Institutional Venture Partners (https://capitalatlas.ai/funds/institutional-venture-partners) — Series E
- W Capital Partners (https://capitalatlas.ai/funds/w-capital-partners) — Series E
- Emergence Capital (https://capitalatlas.ai/funds/emergence-capital) — Series E
- Eminence Capital — Series E