GroundTruth, the advertising platform known for turning real-world consumer behavior into measurable business outcomes, has announced its expansion into Digital Out-of-Home (DOOH) advertising through a new partnership with Place Exchange, the leading independent supply-side platform for programmatic DOOH. This collaboration gives advertisers the ability to plan, activate, and measure DOOH campaigns with the same precise targeting, cross-channel integration, and deterministic visitation attribution already available across GroundTruth’s mobile, Connected TV, digital audio, desktop, and direct mail channels.
“Out-of-home has always been a powerful awareness channel, but marketers have struggled to prove the real business results it drives,” said Rosie O’Meara, CEO of GroundTruth. “By bringing our attribution technology and audience targeting to DOOH, we’re giving advertisers confidence that their out-of-home campaigns can be tied to real-world outcomes like foot traffic.”
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Unlike traditional DOOH campaigns that primarily measure ad impressions, GroundTruth’s offering introduces full-funnel performance visibility. Using advanced attribution, the platform identifies mobile device IDs within viewing range of a digital screen when an ad appears, then verifies whether those same devices later visit a store or specific location. This approach connects ad exposure directly to physical visits, providing marketers with definitive insights into how DOOH contributes to conversion.
Through the partnership with Place Exchange, GroundTruth customers gain access to premium digital inventory from top publishers such as Outfront, Lamar, Captivate, and GSTV. Advertisers can now reach consumers across a range of settings including airports, malls, retail centers, street kiosks, gas stations, convenience stores, office buildings, and entertainment venues. Campaigns can be planned and launched within minutes directly inside GroundTruth’s Ads Manager platform, combining ease of execution with comprehensive reach.
“Advertisers are demanding more accountability from every media channel, and DOOH is no exception,” said Ari Buchalter, CEO of Place Exchange. “By combining Place Exchange’s premium inventory with GroundTruth’s proven attribution, we’re giving brands a clear line of sight from exposure to outcome.”
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Beyond attribution, GroundTruth’s unified approach enables advertisers to reengage audiences exposed to DOOH campaigns across other digital channels. Using device IDs captured for measurement, marketers can retarget consumers on mobile, CTV, streaming audio, and desktop, orchestrating fully connected omnichannel journeys.
Recent campaigns demonstrate the impact of this integration. For instance, a belVita initiative using GroundTruth’s platform combined DOOH with mobile ads, generating 221,000 in-store visits to Target within one month and achieving a 3.44 percent visitation rate. In another joint campaign with Place Exchange, a national retailer drove over 42,000 visits across New York, Chicago, and Los Angeles, with more than half of those visits classified as incremental.
“Marketers don’t buy media in silos anymore,” O’Meara added. “What makes running DOOH on GroundTruth different is how it connects seamlessly with CTV, digital audio, or mobile, so advertisers can retarget, optimize, and prove results across the full funnel in one platform.”
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