Press Releases

Umber Systems and Ground Truth™ Announce Merger to Create Mobile Intelligence Solutions, Inc.

North Bridge Venture Partners, Steamboat Ventures, Voyager Capital, Emergence Capital and OPENAIR Equity Partners to back mobile analytics and measurement leader.

Boston and Seattle — July 14th, 2011 — Umber Systems, a pioneer in carrier and network analytics and Ground Truth, the mobile measurement firm that provides precise, accurate and actionable measures of Mobile Internet usage, announced today that they have merged.

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Ground Truth Named Finalist For Washington Technology Industry Association’s Best Early Stage Company of the Year

Winners to be announced February 24th at awards celebration

SEATTLE – January 11th, 2011 – Ground Truth announced today that it has been named a finalist for the Best Early Stage Company of the Year Category as part of the Washington Technology Association (WTIA)’s 16th annual Industry Achievement Awards (IAA). The awards recognize Washington State companies, organizations and individuals who best demonstrate technology and service innovation and excellence. For more information and to register for the event, go to: www.washingtontechnology.org/IAA.

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Sprint Enhances its Application Developer Website to Offer Developers More Tools and Resources To Create Innovative Apps

The introduction of the Sprint Services Framework includes access to more APIs

OVERLAND PARK, Kan.—Oct. 26, 2010—Today, at the Sprint Developer Conference, Sprint (NYSE: S) announced enhancements to its Sprint Application Developer website with the introduction of the Sprint Services Framework. The Sprint Services Framework provides a single web 2.0 interface for developers to access application programming interfaces (API’s) directly from Sprint that offers developers seamless capabilities across most Sprint devices including mobile handsets and embedded devices, operating systems and development environments including web pages and applications.

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Verizon Wireless Encourages and Enables Mobile Application Development With Tools for Developers

BASKING RIDGE, N.J., and LAS VEGAS—Verizon Wireless is expanding the number of tools available to members of the Verizon Developer Community (VDC) with the addition of third-party technology and services that will help developers create and enhance the value of their applications, the company announced today at the VDC Conference taking place in Las Vegas. The tools range from in-app analytics to the ability to send push notifications to 2-D and 3-D facial recognition capabilities, each giving developers cost-effective options as they build applications for current and future networks.

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Romancing the Phone: Mobile Dating Climbs as Summer Heats Up

Ground Truth reveals that unique visitors to mobile dating sites grew 92 percent between the first week in June and last week of July

SEATTLE—August 25, 2010—New data from Ground Truth™ reveals that mobile romance is heating up as temperatures climb in the summer months. According to the mobile media measurement firm, the number of visitors to mobile dating sites increased by 92 percent from the first week in June to the last week in July.
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Ground Truth: Consumption of Soccer-Related Mobile Content Tripled During World Cup

As Team USA progressed in the tournament, so did browsing on the mobile Web's leading soccer sites

SEATTLE—July 26, 2010—This year's World Cup proved that not only have Americans become soccer enthusiasts, they have also become increasingly reliant upon their mobile devices to keep apprised of news and events throughout the day. Ground Truth™ today released the only third-party, census-based study about the popularity of soccer-related mobile Web content during the World Cup, and found that traffic to those sites tripled during the tournament.
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Ground Truth: Lack of Standardization Around Mobile Web Conventions Presents Hurdles for Mobile Publishers

To attract the largest audience, mobile Web publishers must deploy across multiple domain standards

SEATTLE—July 15, 2010—Since the inception of the mobile Web, there has been no clear consensus around how the various mobile Web domains: "m.", "wap.", ".mobile" and ".mobi" should be used. In the first census-level analysis of mobile Web domains, Ground Truth today offers hard facts to inform this debate, finding a cacophony rather than a consensus: no single naming convention has emerged to adequately optimize consumer mobile browsing. Today's news reveals another hurdle for mobile Web publishers and developers, who must now create content for multiple Web domain conventions.

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Ground Truth: Mobile Internet Usage Builds Throughout the Day

32 percent of page views occur between 7 p.m. and midnight, peaking at 9 p.m.

SEATTLE—June 8, 2010—It's primetime for mobile media usage, reports Ground Truth™, the mobile media measurement firm that provides precise, timely and actionable mobile intelligence. In the first study of mobile media usage in the United States by time of day, Ground Truth found that in the month of April, 32 percent of daily page views occurred between 7:00 p.m. and midnight, with the highest volume occurring at 9:00 p.m., local time.

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FierceWireless Names Ground Truth as One of Its “Fierce 15″ Wireless Companies of 2010

Ground Truth Redefining Mobile Measurement

NEW YORK, NY—May 17, 2010—Ground Truth™ announced today that it has been named to the annual FierceWireless "Fierce 15" list, designating it as one of the top wireless companies of the year. FierceWireless editors evaluated hundreds of organizations, and found Ground Truth to be amongst the "fiercest," proven by their creativity and innovations in the marketplace.

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Ground Truth Raises $7 Million Series B Financing from Leading Investors in the Digital and Mobile Media Industries

Emergence Capital Partners and OPENAIR Ventures join Steamboat Ventures and Voyager Capital to back mobile measurement leader

SEATTLE—April 27, 2010—Ground Truth™, the mobile measurement firm that delivers precise, timely and actionable mobile intelligence, today announced it has raised $7 Million in Series B financing. Emergence Capital Partners and OPENAIR Ventures, two of the most respected venture capital firms investing in the digital and mobile media industries, joined existing investors Steamboat Ventures and Voyager Capital in the financing round.

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Ground Truth: Half of All Time Spent on the Mobile Internet is on Social Networking Sites

Engagement with mobile social networks surpasses that of Facebook and MySpace.

SEATTLE—April 21, 2010—The Mobile Internet may be just as reliant on social networks as it is on the mobile data network itself. Ground Truth™, the mobile measurement firm that provides precise, timely and actionable mobile intelligence, today revealed that social networking activity comprises more than half of the time spent on the Mobile Internet. Ground Truth also reported that users of mobile-specific social networks are more engaged than users of PC-based social networks, such as Facebook and MySpace, on mobile.

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Ground Truth Attracts Media Measurement and Technology Luminaries to Advisory Board

Mobile measurement firm taps decades of expertise from Hitwise, comScore, Donovan Data Systems, Razorfish, Audience Science, IRI, Jupiter and Yahoo!

SEATTLE—April 1, 2010—Ground Truth™, the mobile measurement firm that delivers precise, timely and actionable mobile intelligence, today announced that it has assembled the foremost thought leaders in new media measurement and interactive media technology to serve on its advisory board.

Ground Truth's advisors: Peter Daboll, Usama Fayyad, Clark Kokich, Henry Lawson and Chris Maher, are the executives who have built some of the world's most innovative and successful interactive media and measurement businesses, such as Hitwise, Razorfish, comScore and Donovan Data Systems.

“The fact that some of the most brilliant and successful executives in the interactive media and measurement industries have aligned themselves with Ground Truth is a tremendous show of confidence for both the opportunity we have identified and the business we are building,” said Sterling Wilson, president and CEO, Ground Truth. “I couldn't be more pleased to have the collected wisdom and experience of these outstanding executives as we fulfill our charter to make Ground Truth the standard in mobile media measurement.”

Advisory board member Peter Daboll has spent the past 25 years in executive roles at respected measurement firms and Web companies. He is the former chief of insights at Yahoo!, president and CEO of comScore Media Metrix, president at MarketTools, COO for MediaPlan and executive vice president at Informational Resources, Inc. (IRI). He is currently CEO of Bunchball, a marketing technology company that leverages rich consumer insights and game mechanics.

“Understanding how consumers use mobile devices to consume, communicate and create digital media is the future of marketing,” said Daboll. “I believe Ground Truth has an innovative and game-changing technology to measure large numbers of consumers to understand nuances of behavior and response.”

Usama Fayyad is a serial entrepreneur and renowned pioneering scientist in data mining and predictive analytics. He was chief data officer and executive vice president at Yahoo! after his company (DMX Group) was acquired by Yahoo! in 2004. He was CEO of digiMine, Inc (Audience Science Inc.), the behavioral targeting company he co-founded in 2000. In addition to his work leading the development of the data mining and exploration group at Microsoft, Fayyad was the recipient of several prestigious research awards while working at NASA's Jet Propulsion Laboratory. Today, he's CEO of Open Insights, the market leading data strategy and technology firm.

“The Ground Truth team is seeking nothing short of shedding light on and understanding the new world of the Mobile Internet and device/app usage in an area that remains poorly understood—despite the fact that it is touching almost every human on the planet,” Fayyad observed. “These insights will unlock vast and novel opportunities in the richly interactive mobile arena of the future.”

For the past decade, Clark Kokich's name has been synonymous with interactive marketing. In 1999—when the Internet was beginning its rise to becoming a mass medium—Kokich was appointed president of Avenue A. Under his leadership, Avenue A became one of the largest interactive marketing agencies in the world, acquiring Razorfish in 2004, selling to Microsoft in 2007 and last year becoming part of the Publicis network. Today, Kokich is leading international expansion and strategic investments as chairman of Razorfish.

“I joined the Ground Truth advisory board because the company is solving one of the fundamental problems of the mobile advertising industry,” Kokich commented. “There's tremendous potential in mobile, but it won't be realized without access to standardized and reliable audience data.”

Henry Lawson is recognized in the media industry as a leader of Donovan Data Systems, a provider of IT systems and services for the marketing communications industry. In his role as president and European CEO, Lawson was responsible for running the company's European operations and building its global business.

During Lawson's 14-year tenure, he led the transformation of Donovan Data Systems' U.S. business and led the team that conceived BrandOcean, its flagship product, used widely by agencies today. He is currently executive in residence at Warburg Pincus, London, chairman of Cogniti and member of the advisory boards for Covario and Zumobi.

“The personal power of mobile together with its ability to accompany consumers right into the retail environment is unique,” said Lawson. “With accountability becoming mandatory in media today, real measurement is needed. As soon as I saw Ground Truth's vision for building universal, accurate measures from census-based industry data I knew it was the best solution. I am proud to be associated with the team who has achieved so much and has a bright future ahead. Agencies are going to pour over the analyses Ground Truth makes possible and this will be the catalyst for an explosion in mobile media in its many forms.”

Chris Maher brings a wealth of knowledge and experience from the measurement and data intelligence industries to Ground Truth. Before assuming his current role as CEO, eBureau, a predictive analytics company, Maher was president of Hitwise, where he oversaw the company's global operations and financial performance, culminating in the company's $250M sale to Experian. He joined Hitwise from Jupiter Media Metrix, where he was vice president, sales.

“The growth of the mobile medium is dependent on solid metrics, which have long been lacking in this market,” said Maher. “Ground Truth solves a critical problem at a critical time, so there is tremendous value in this company on multiple levels. In addition, management has put together an outstanding team, each of whom is renowned in their field. I'm honored to be affiliated with this dynamic company.”

About Ground Truth: Ground Truth is a mobile measurement firm that delivers the precise, timely and actionable mobile intelligence required for operators, advertisers and publishers to measure, optimize and grow their businesses. As the sole provider of actual usage data aggregated from millions of subscribers using True View™, a patent-pending census-based methodology, Ground Truth sets the benchmark for Mobile Internet measurement. Ground Truth is headquartered in Seattle, Washington, and is venture-backed by Steamboat Ventures and Voyager Capital. For more information about the company, please visit www.groundtruth.com.

Ground Truth Launches to Raise I.Q. of Mobile Market Intelligence

New, direct measures of Mobile Internet usage dispel widely held beliefs about the mobile medium

SEATTLE—January 25, 2010—A new mobile measurement firm, Ground Truth™, today announced it has launched the first mobile measurement service to use census-based measures of actual Mobile Internet usage from millions of mobile subscribers in the United States. The company, which is backed by Steamboat Ventures and Voyager Capital, has developed a patent-pending methodology, True View™ to provide the most precise mobile usage metrics commercially available today.

To date, estimates of Mobile Internet traffic have varied markedly, making decisions difficult for publishers and advertisers. Publishers have been unable to validate their audiences or use the information to understand their competitors. Advertisers have struggled to justify media buys or effectively evaluate mobile marketing campaigns.

Ground Truth data comes directly from mobile operators and other data providers to report aggregate mobile data usage, on any visited mobile site. What the company has found using this superior methodology dispels many commonly held beliefs about how consumers interact with the Mobile Internet.

After measuring the weekly activities of a diverse set of 2.5 million Mobile Internet users across the United States in aggregate, Ground Truth found that more than half of most popular sites accessed by mobile users are mobile-oriented sites such as: Mocospace, AirG, CrushOrFlush, Myxer and Cellufun. Other reports based on surveys of thousands, small panels or incomplete market data trumpet that the sites that dominate the Fixed Internet are also commanding a large majority of Mobile Internet traffic—claims that are not supported by actual usage.

“Ground Truth was founded to fill two critical gaps in mobile measurement: accuracy and completeness,” said Michael “Luni” Libes, founder and CTO, Ground Truth. “The only data source that can provide precise measures of mobile media usage is the mobile network itself. As this data shows, the accuracy of surveys is limited by the survey-taker's memory and by the quality of a pre-determined list of sites from which they must choose. The reliability of data from individual data sources is equally limited as it only reflects a portion of the market.”

Ground Truth's patent-pending methodology, True View, takes non-personally identifying usage data from mobile operators and other data providers to establish precise, actionable mobile metrics, such as: number of unique visitors, page views, sessions, session length and advertising clicks. It also offers insights into the mobile clickstream: for example where a site's traffic comes from, where it goes and the other properties commonly visited by a site's audience. This data, which is critical to media planning and site optimization, had been unavailable to advertisers and publishers until today.

“Ground Truth elevates the standard for reporting on Mobile Web usage by reporting precisely which Mobile Internet sites are getting the most traffic and highest level of engagement—information that is critical and has been unavailable,” said Ray Taylor, president Buongiorno USA.

“As more advertising dollars are being allocated to mobile campaigns, marketers must have access to data that can illustrate where consumers are going on the Mobile Web and which sites are most engaging,” said Jason Spero, vice president and general manager, North America, AdMob. “Ground Truth has brought data to market that will help marketers optimize their spend and justify a mobile strategy.”

The Ground Truth mobile measurement tools offer mobile advertisers and publishers the most precise measures of Mobile Internet usage available, and the only data available on a weekly basis. The data is presented in an intuitive, customized, online interface that provides detailed views into Mobile Internet usage.

“With all the investment and attention that mobile media has been receiving, it's amazing that its value is based largely on contradictory and incomplete data sources,” said Sterling Wilson, president and CEO, Ground Truth.

“For several years, the market only needed a compass pointing towards mobile. Today, the market needs an accurate map of the landscape and a reliable route to navigate, and Ground Truth’s precise, actionable data provides it.”

About Ground Truth: Ground Truth is a mobile measurement firm that delivers the precise, timely and actionable mobile intelligence required for operators, advertisers and publishers to measure, optimize and grow their businesses. As the sole provider of actual usage data aggregated from millions of subscribers using True View, a patent-pending census-based methodology, Ground Truth sets the benchmark for Mobile Internet measurement. Ground Truth is headquartered in Seattle, Washington, and is venture-backed by Steamboat Ventures and Voyager Capital. For more information about the company, please visit www.groundtruth.com.

CONTACT:
Jaimee Steele
206.390.6637
press@groundtruth.com