GroundTruth

Overview

GroundTruth is a location intelligence and advertising platform that connects digital ad exposure to real-world consumer behavior. The platform specializes in geo-targeted advertising, using GPS signals and location data from mobile devices to deliver location-relevant ads and measure whether ad viewers subsequently visit physical store locations. GroundTruth's technology bridges online advertising with offline foot traffic attribution.

What This Script Does

GroundTruth's scripts and tracking pixels (loaded from domains such as cdn.groundtruth.com, ads.groundtruth.com, or partner ad network domains) perform the following:

• Collect location signals from the visitor's device, including GPS coordinates (when available), IP-based geolocation, and Wi-Fi network data
• Deliver geo-targeted advertisements based on the visitor's current or historical location data
• Set cookies and device identifiers to build location history profiles for individual devices
• Track ad impressions, clicks, and post-click behavior to measure campaign performance
• Measure store visit attribution by correlating ad exposure data with subsequent physical location visits detected through the GroundTruth SDK on mobile devices
• Build audience segments based on location behavior patterns (e.g., "frequent coffee shop visitors," "gym-goers")
• Transmit location data, ad interaction events, and attribution signals to GroundTruth's data platform
• May participate in real-time bidding (RTB) ecosystems, sharing device data with demand-side platforms during the ad auction process
• Support cross-device identification through probabilistic matching of location patterns

Network requests are made to GroundTruth's ad serving infrastructure, data collection endpoints, and potentially third-party RTB platforms. Location data collection is ongoing while the script is active.

Consent & Compliance

GroundTruth operates across both marketing and analytics categories. The ad serving and geo-targeting functions are marketing activities, while the store visit attribution and location behavior analysis constitute analytics. Under GDPR, location data is considered personal data, and precise geolocation is treated as sensitive data requiring explicit consent. The ePrivacy Directive requires consent for accessing device location information and setting tracking cookies.

GroundTruth's data practices raise significant compliance concerns: location history profiling, cross-device tracking, and participation in RTB ecosystems involve extensive personal data processing. Under CCPA, location data is explicitly categorized as personal information, and precise geolocation is classified as sensitive personal information requiring opt-in consent for certain uses.

The consent category for GroundTruth is marketing and analytics.

Should You Block This Without Consent?

Yes.

GroundTruth collects location data, delivers targeted advertising, builds location-based audience profiles, and measures offline store visit attribution. This is high-impact tracking involving precise geolocation data — classified as sensitive personal data under both GDPR and CCPA. The script must be blocked until the visitor has explicitly consented to both marketing and analytics data collection. The location data processing and potential RTB participation make this one of the more privacy-intensive third-party scripts a website can deploy.