Originally known as xAd, GroundTruth was founded in 2003 and has raised more than $160 million in funding, per PitchBook.
GroundTruth's advertising platform is powered by its location data that allows advertisers to model their campaigns based on real-world information, like visits to stores.
GroundTruth almost reached a deal to sell WeatherBug in 2019, but talks ultimately collapsed, according to two sources familiar with the matter.
The current plan is to sell WeatherBug and GroundTruth as separate assets, the people familiar with the process said.
As new privacy laws roll out across the world, increasing scrutiny has been poured on companies that transact location data.
Persons:
GroundTruth, Adtech
Organizations:
Hooters, iHeart, Cox, Scripps, Data Protection, LUMA Partners, TV
Locations:
Florida