GroundTruth launches new self-service mobile-location ad-buying platform
GroundTruth has launched a new self-service ad-buying platform. Called “GroundTruth Ads Manager,” it’s billed as “the industry’s first end-to-end self-serve platform for mobile location-based advertising,” and it reportedly touches “2 out of 3 smartphone users” in the US market.
As with AdWords, users create an account, upload credit card information and create a campaign “in a matter of minutes.” GroundTruth says that there’s no minimum spend. Each campaign will potentially be priced differently, however, based on targeting parameters. There’s no bidding.
Using GroundTruth’s trove of location data, advertisers can target specific places in real time and target audiences, constructed from offline visitation patterns and attributes (and associated buying intent). They can also layer them: e.g., women under 30 who have been to a specific fast-casual restaurant in the past three months and who are present at a competitor’s location.