Mobile Location Firm xAd Is Changing Its Name and Moving Into Data Analysis

Shifts focus from advertising to insights

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New York-based xAd wants to be known for more than serving up location-powered mobile campaigns. The 8-year old firm is rebranding itself as GroundTruth today—a new name meant to convey the data science that marketers are increasingly relying on.

“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,” said Monica Ho, chief marketing officer at GroundTruth.



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