With every new feature and update, our goal is to provide our customers with the tools they need to get real business results. We’re proud to say we accomplished that goal in 2024 and early 2025 with new products that helped our customers achieve some amazing milestones. But we’re not stopping there. Our roadmap includes a collection of new releases to boost the GroundTruth platform’s features and functionality.
5 New Feature Highlights from Last Year
Before we dive into what’s on the horizon, let’s recount the latest features in the GroundTruth platform that help our customers streamline the media-buying experience, add even more transparency and detail to our reporting, and make it easier than ever to combine channels to drive more business results.
#1 Audio Ads with Foot Traffic Attribution
If you haven’t heard, we recently launched digital audio advertising in the GroundTruth platform, complete with foot traffic attribution. Audio ads have always lacked reliable attribution with real business results like in-store visits and sales. Now, GroundTruth’s proprietary Blueprint Technology delivers deterministic, one-to-one attribution that verifies when an individual listener visits a specific location after listening to an ad.
What does this mean for you?
Being able to attribute results to the right channel is the first step to omnichannel success, and digital audio is an overlooked omnichannel multiplier. By making real business results attributable to your audio ads, you can use this underutilized channel to augment your strategy and start seeing results similar to those of Gary’s QuickSteak, a leading brand that experienced 30% Sales Lift using Audio layered into their CTV and Mobile strategy (compared to 20% with CTV and Mobile alone).
#2: Smart Audience Recommendations and Simplified Categorization
A few informed suggestions can go a long way. We launched Smart Audience Recommendations to provide automatic, tailored audience recommendations based on your campaign goals and historic performance from similar advertisers, allowing you to easily reach more of the right people. In conjunction with Smart Audience Recommendations, we revamped audience categorization into an easy-access hierarchy with the audience size immediately visible, making the audience selection process faster and more convenient.
What does this mean for you?
In practice, Smart Audience Recommendations and simpler categorization ensure you can more easily target based on real-world behaviors. By providing greater visibility into high-value audiences with high conversion potential, you can locate your ideal audience and then expand on your success using data-based recommendations.
#3: Visitation Intelligence Pipeline
Visition Intelligence Pipeline (VIP) was GroundTruth’s answer to data quality concerns amid privacy regulations and practices that went into effect in 2024. By filtering and verifying location signals through our Blueprint technology, VIP guarantees that the audiences you’re targeting are not only accurate but also verified for true intent.
What does this mean for you?
VIP allows you to confidently link campaign efforts to real-world business results, like foot traffic and in-store visits. Our customers have experienced a 15% increase in in-store visits driven by GroundTruth media across all channels, with VIP ensuring that their attribution was both deterministic and reliable.
#4: CTV Network Level Reporting and CTV+
CTV remains one of the fastest-growing advertising channels, with projections indicating a 10% growth in annual spend through 2027. Last year, we supercharged GroundTruth CTV with Network Level Reporting and rolled out CTV+ for enhanced campaign performance.
Our customers are already seeing the benefits, with a 61% increase in store visits observed in GroundTruth campaigns when using CTV+. Furthermore, restaurant diners who were served ads using CTV+ were 2.5 times more likely to visit a restaurant than those served only a CTV or mobile ad.
What does this mean for you?
CTV Network Level Reporting allows you to see and understand the performance of your ads across different networks, which can help you fine-tune your strategy. CTV+ allow you to integrate mobile into your CTV campaign, which adds more touchpoints with your audience and allows you to build a more complete omnichannel strategy.
#5: Enhanced User Interface 🧑💻
In 2024, we revamped our user interface to make campaign setup, launch, and tracking simpler and faster.
Old Interface
New Interface
The new user interface has proven incredibly popular among our customers, who have recently taken to the technology review platform, Capterra, to voice their approval.
What Our Customers Have to Say
For us, feedback is vital to ensuring our customers have what they need to succeed. Thanks to these reviews, we’re proud to be named among Capterra’s “Best Value” and “Best Ease of Use” in the Demand Side Platform (DSP) and Marketing Attribution categories.
I've worked with GT for over 4 years, and they have always been super helpful. Our clients love their performance, and overall, it's a great company.
Groundtruth is an excellent platform. The campaign customization is easy to understand and execute, customer support is fantastic, and the reporting is thorough.
10/10 - can't say enough about performance and quality of support from the team.
Beyond simply showcasing the value of our platform, the reviews we’ve gotten on Capterra have provided us with valuable insight into what our customers love most about our platform. Our focus on customer outcomes has been recognized across the industry, including our recent 2024 MarTech Breakthrough Award win for "Best Geolocation Platform," yet another indicator that we're heading in the right direction for our customers.
A Sneak Preview of What’s to Come in 2025
While we won’t go into too much detail quite yet, we are excited to share a quick look at some of the new features we’re working on to make your experience with GroundTruth Ads Manager even more delightful:
- Campaign-Level Recommendations and Optimizations: Similar to our Smart Audience Recommendations, the Campaign-Level Recommendations will provide automated information on how to best optimize your campaign. Recommendations might include geotargeting and audience suggestions, how to allocate your budget more efficiently, and more.
- Report Studio: Interested in getting easier visibility into the business results that matter most to you? The Report Studio will allow you to create custom report dashboards, showing exactly the information you need at a click.
- New Campaign Guided Setup: For those of you who are new to our platform, we’re introducing a guided setup experience to ensure you have a complete understanding of the tools and targeting at your disposal.
We’re looking forward to continuing our commitment to customer excellence in the year ahead, so stay tuned for more!
