xAd is now GroundTruth

For eight years, we’ve laid the groundwork for the future of location, allowing us to unlock the full potential and value of our data. This taught us a lot of lessons along the way, and while we knew we wanted to evolve...we knew we couldn’t do it as xAd. The unveil of our new brand is just the first step in a much longer journey—one we’re extremely excited for—and we hope you’ll join us for the ride.

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We’re very excited to announce that xAd is now GroundTruth.

For the team, this decision is more than just a name change. It's a change in our vision, our mission...it's an investment in our future.

Back in 2009, our team set out to build a revolutionary location solution for advertisers. Since then, we've introduced the world to a number of firsts. Our Blueprints technology made it possible to deliver actionable location-driven insights to brick-and-mortar retailers. Our milestones, like Cost Per Visit and our recent acquisition of the WeatherBug app, have enhanced the ways advertisers reach and engage their customers in real-time. We've even worked with third-party validation companies to ensure that our data is the most accurate on the market.

All of this work laid the groundwork for the future of location and has allowed us to unlock the full potential and value of our data. It's also taught us that location can have a much larger impact on the world and that we must continue to make deep investments in our data. These lessons changed our focus and broadened our vision. We knew we could go beyond the world of media, however, we knew we couldn't do it as xAd.

The name xAd served us well for the past eight years. But it also limits us—the word "ad" is in the name, after all. After building a solution that receives more than a billion physical visits a month across 21 countries around the world, it became clear to us that a change was needed.

So that's how we got to GroundTruth.

It's a name that reflects our growing vision for what location can truly accomplish and the scale at which we can accomplish it. We're moving beyond a company that only serves the media industry to one that will use its data to empower many more industries. We can help businesses grow more strategically and make smarter forecasting decisions. We can inform how cities grow by delivering unprecedented behavioral insights to real estate professionals and city planners. We can move markets, spark innovation, and even save lives, which we've seen with our "Location For Good" efforts.

GroundTruth isn't our destination—it's the first step on a much longer journey. We’re honored, humbled, and extraordinarily proud of all the work we've done so far, and we couldn't be more excited about what's to come. We're moving in a new and exciting direction, and I hope you'll join us for the ride.

Sincerely,

The GroundTruth Team

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