D

What is Digital Out-Of-Home (DOOH)? DOOH, or Digital Out-of-Home, refers to advertising that is displayed digitally in locations outside the home, in public spaces such as stadiums, shopping centers, retail stores, museums, transportation hubs, restaurants, corporate buildings, etc. DOOH advertising projects digital displays such as video, images, weather data, menus, etc., and allows marketers to reach customers in the public realm, not just on their personal devices or at home. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us

What is Data Governance? Data governance is a framework (or guide book) that establishes rules by which an organization or company uses its data or the data of individuals to ensure that the correct data is informing high-value business functions. Data governance is important because it ensures that data is used properly, efficiently, and safely. Data governance guarantees the security of information, helping to improve its reliability, quality and protection. Data governance is top-of-mind for GroundTruth’s initiatives. Check out why GroundTruth is one of the most-trusted adtech companies due to our MRC Accreditation.

What is a Demand-Side Platform (DSP)? A demand-side platform (DSP) is platform in which advertisers can purchase digital ads from a marketplace. DSP marketing allows advertisers to manage their campaigns in one location. The GroundTruth Self Service Advertising Platform is the only omnichannel ads solution built to drive performance. Businesses can use the ads manager to deliver the accuracy and precision of GroundTruth location-advertising products in an easy-to-use self-serve platform. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us

What is Dynamic Creative Optimization? Dynamic Creative Optimization is a type of display advertising technology that creates personalized ads based on real-time data. DCO advertising works by taking real-time user behavior into account and providing the user with personalized ad content based on their browsing behavior. DCO ads are automatically generated and usually perform better than static ads. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us

What are Display Advertising Services? Display advertising services are platforms and managed solutions that help businesses plan, execute, and optimize digital display campaigns across websites, mobile apps, and connected devices. These services use visual formats such as images, video, and interactive creative to reach targeted audiences and drive measurable outcomes. At their core, display advertising services bring together audience targeting, media buying, creative delivery, and performance tracking. This allows brands to run digital display marketing campaigns that support both awareness and conversion goals, including online purchases and in-store visits. How Display Advertising Services Work Display advertising services operate through a combination of technology and campaign management. Advertisers can either manage campaigns directly through platforms or rely on partners for full-service execution. There are two primary approaches: Self-service display advertising: Advertisers control campaign setup, targeting, bidding, and creative through a platform interface. This approach is often preferred by in-house teams that want flexibility and real-time control. Managed display ads management: A provider handles campaign strategy, execution, and optimization. This is useful for brands that want expert oversight or access to more advanced capabilities. Both approaches rely on data-driven targeting, enabling advertisers to reach users based on location, behavior, and intent signals across the open web. Key Components of Display Advertising Services Most display advertising solutions include a consistent set of capabilities that support campaign performance: Audience targeting: Build audiences using demographic, behavioral, and location-based data Creative delivery: Serve display ads across formats like banners, video, and rich media Media buying: Access inventory across publishers through direct and programmatic channels Optimization: Continuously refine targeting, bids, and placements based on performance Measurement: Track impressions, engagement, and conversions to evaluate results These components work together to ensure campaigns are efficient, scalable, and aligned with business goals. Types of Ads Supported by Display Advertising Services…

What is Display Retargeting? Display Retargeting (often called Display Remarketing) is the additional targeting of a consumer that has already seen an ad, during the same advertising campaign or during a previous campaign. Such sequential targeting can reemphasize the message to build loyalty as well as push consumers down the sales funnel. Different messages and creatives could be delivered during the original and follow-up Display Retargeting campaign to match the campaign objective. How Display Retargeting Works A display retargeting strategy starts by identifying an audience of consumers who have already been exposed to your brand through: A previous ad impression A website visit A location-based interaction Once that audience is captured, retargeting display ads are served to those same consumers across additional placements and channels, reinforcing the original message. The follow-up creative does not need to match the original. Shifting the message based on where a consumer is in the purchase cycle is one of the more effective ways to use display retargeting. A first-touch ad might focus on awareness, while a retargeted ad can speak more directly to a specific product, offer, or call to action. Monitoring Retargeting Performance Running a display retargeting campaign without tracking its performance is a missed opportunity. Keep an eye on metrics like impression frequency, click-through rate, and conversion rate across both the original and follow-up ad groups. Comparing the two reveals which messages are most effective at moving audiences to act. Watch for ad fatigue over time, which shows up as a drop in engagement after a consumer has seen the same ad too many times. Rotating creatives and adjusting frequency caps keeps retargeted audiences engaged without overexposure. GroundTruth platform supports retargeting across Mobile, Desktop, CTV, and OTT, with device ID-based audiences that can be activated within the same campaign or carried into…

What are Display Banner Ads? A display banner ad is a form of online banner display advertising that appears on websites, apps, and digital platforms to promote a product, service, or brand. Typically rectangular in shape, display banner ads combine a visual image, short copy, and a clear call-to-action (CTA) designed to drive a user to click through to a landing page or offer. Display banner ads run across both mobile (in-app and web) and desktop display advertising environments, making them one of the most versatile formats in digital advertising. They are purchased and delivered programmatically, meaning advertisers bid for impressions in real time based on audience targeting criteria rather than negotiating placements manually. What Makes a Display Banner Ad Effective? Not all banner ads perform equally. The strongest display banner ads share a few common characteristics: A single, focused message: Banner ads have limited space. The most effective ones communicate one clear idea rather than trying to say everything at once. A visible call-to-action: Whether it is “Shop Now,” “Get a Quote,” or “Find a Store Near You,” the CTA should be immediately obvious and action-oriented. Brand recognition: Logo placement, consistent color use, and on-brand visuals help users connect the ad to the advertiser, even without clicking. Relevance to the audience: An ad served to the wrong person rarely performs well regardless of creative quality. Audience targeting and contextual targeting both play a significant role in making banner ads feel timely and relevant rather than intrusive. Fast load time: Heavy creative files slow page load and often get skipped or blocked. Keeping file sizes lean improves delivery and viewability. GroundTruth’s Creative Services team can help you build banner ads that are optimized for each placement and audience segment. Display Banner Ads and Programmatic Advertising Most online banner display advertising…

What are Digital Display Ads? Digital display advertising is a form of online marketing where visual ads are shown across websites, mobile apps, and connected devices. These ads can include images, video, animation, and interactive elements designed to capture attention and drive user action. Unlike search ads, which appear based on user queries, digital display ads are delivered to targeted audiences as they browse content online. At a high level, digital display advertising allows brands to reach users across a wide network of publishers and platforms. Ads are typically clickable and direct users to landing pages, product pages, or other conversion-focused destinations. This makes digital display marketing a key channel for both brand awareness and performance-driven campaigns. How Digital Display Advertising Works Digital display marketing operates through a network of advertisers, publishers, and ad technology platforms. Advertisers create the ad creative and define their targeting strategy, while publishers provide the space where ads are shown. There are several ways digital display ads are purchased and delivered: Direct buys: Advertisers purchase ad placements directly from a publisher. Ad networks: Inventory is bundled across multiple sites to increase reach. Programmatic advertising: Ads are bought and placed automatically through real-time bidding platforms. This ecosystem allows advertisers to target audiences based on location, behavior, interests, and other signals, making digital display advertising both scalable and precise. Common Digital Display Ad Formats There are several common formats used in digital display ads, each designed to support different campaign objectives. These include: Banner ads: Standard image-based ads placed across websites and apps Native ads: Ads that match the look and feel of surrounding content Video ads: Short-form video units used for storytelling and engagement Rich media ads: Interactive formats with motion or expandable elements Interstitial ads: Full-screen ads that appear between content transitions If you want…

What is Dynamic Creative? Dynamic creative (or “dynamic ads”) is a method of programmatic advertising that results in an ad’s messaging being updated in real-time based on predefined parameters and rules defined by the advertiser. This highly automated approach allows advertisers to create very relevant, unique, and personalized ads to each user on the fly, helping to vastly improve the effectiveness of the campaign with little time investment. An example of this would be for an auto manufacturer showing the appropriate offer based on the geographic region of the impression. Common parameters used in dynamic creative are location, weather, time, etc. The more parameters that can be defined, the more effective the ad is likely to be. Learn more about dynamic creatives and how we use them in our location-based mobile advertising platform at GroundTruth. Discover the power of dynamic creative at your fingertips. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us