GroundTruth Unveils OTT/CTV Targeting Solutions

In New York, location data specialist GroundTruth has launched OTT/CTV advertising solutions using geo-contextual targeting, providing digital video advertisers with consumer insights based on off-line behavioral data.

GroundTruth uses current and past location data from mobiles to track in-store visits and target / time promotions. The firm activates this data via a suite of performance products and services, a self-serve advertising platform, managed services and partnerships.

The new geo-contextual targeting offer is powered by Blueprints, the firm's proprietary mapping technology which contextualizes off-line behavior. Commenting on the reason behind the launch, COO Eddie Dingels (pictured) said: 'The emergence of advanced TV advertising is very reminiscent of the early days of mobile. In 2014, mobile accounted for a small percentage of digital ad budgets despite consumers spending nearly 25% of their time on mobile devices. It wasn't until this year when mobile started matching desktop ad budgets. OTT and CTV advertising are on a similar path'.

Web site: www.groundtruth.com .