xAd Changes Name To GroundTruth

Adrian J Cotterill, Editor-in-Chief

New York-based xAd wants to be known for more than serving up location-powered mobile campaigns so it has had the bright idea to change its name to GroundTruth.

Monica Ho, chief marketing officer at GroundTruth told us “Earlier in our life we were very focused on media and advertising, and it’s still a very big part of our business, but I think what we’re realizing is that location is so much more than location targeting, and these use cases are kind of unfolding in front of us. We’re going to be making a bigger investment and focus in data and insights and having separate offerings for those.”

GroundTruth worked with branding firm Siegel+Gale to create the new name, visuals and positioning. The name supposedly refers to data that’s collected at the ground level by direct observation versus data that is collected through modeling or simulations.

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