MRC Accreditation for Location Data Firm GroundTruth

New York-based location data specialist GroundTruth has been granted Media Rating Council (MRC) accreditation for its location, place and visitation data sets.

GroundTruth uses current and past location data from mobiles to track in-store visits and target / time promotions, then activates this data via a suite of performance products and services, a self-serve advertising platform, managed services and partnerships. In June, the firm launched OTT / CTV advertising solutions using geo-contextual targeting, providing digital video advertisers with consumer insights based on off-line behavioral data.

The MRC has accredited GroundTruth's methodology and the validity of its place-based visits for ad targeting, driving and measuring advertising performance. MRC's review process also verified GroundTruth's ability to detect visits and accurately assign them to a location.

COO Eddie Dingels (pictured) says the award reflects the firm's 'ongoing effort to offer customers a best-in-class system for visits and location attribution'. He adds: 'We're also excited how this new category from the MRC will further advance our industry, as it's crucial for brands to have access to metrics that are trusted, reliable, and effective'.

Web site: www.groundtruth.com .