In late March, we announced that we’re joining ZeroToOne.AI.
That’s incredibly exciting news for all of us at GroundTruth, but what does that mean for advertisers like you? What will change, what will stay the same, and what does the future hold for GroundTruth? And most importantly, how will ZeroToOne.AI’s predictive AI change the world of digital advertising?
We’ve got some answers for you.
What this means for you.
Quick answer: In the near term, your campaigns, budgets, targeting, and channels aren’t changing.
As we integrate with ZeroToOne.AI, you’ll start to see some new features and capabilities rolling out across GroundTruth Ads Manager. This partnership will ultimately combine everything you already know and love about GroundTruth (reaching audiences across all channels and measuring real business outcomes like foot traffic and sales) with the ability to predict consumer behavior before a campaign even launches, resulting in enhanced audience targeting and greater optimization.
Who ZeroToOne.AI is.
ZeroToOne.AI (ZTO) is an enterprise AI platform built to predict real-world behavior before it happens. Powered by a patent-pending Large Behavioral Model (LBM), ZTO empowers brands, advertisers, and enterprises to move from historical analytics to forward-looking decision making with over 85% predictive accuracy. Think of it as a predictive intelligence layer that tells you not just who your audience is, but who among them is most likely to act (and not) and when. This technology has already been validated across massive brands and media agencies, including McDonald’s and Horizon Media.
The underlying Large Behavioral Model was developed by researchers from Carnegie Mellon University, one of the top AI programs in the US, and analyzes data from 300M+ individuals with identity resolution across all major platforms.
Unlike the wave of AI tools that simply wrap existing models in a new interface, ZeroToOne.AI built a proprietary model from the ground up, trained specifically to predict real-world human behavior, not generate text.
Why GroundTruth becoming a part of ZeroToOne matters.
Digital advertising has matured through two eras. First, targeting. Over the years, digital ad targeting has grown immensely in audience-building capabilities, allowing marketers to reach precise audiences based on demographics, behaviors or location.
Second, measurement. With the adoption of smartphones and location intelligence capabilities, advertisers were able, for the first time, to connect a digital ad to a real-world outcome. That’s the era GroundTruth helped define. But through both eras, the industry is still fundamentally looking backward.
That changes now. The next era is prediction, moving from understanding what consumers did to knowing what they’ll do next. That’s what GroundTruth and ZeroToOne.AI are building together.
Think about what that actually means. Not who walked into a fast food chain last Tuesday, but who’s going to do it tomorrow morning and is already on their way. That’s the difference between retrospective and predictive. And that’s the kind of signal that changes how campaigns are built, budgeted, and measured.
Through both eras of growth, the biggest winners were the brands and marketers that were early to the party. The ones who secured their place in the new media ecosystems and matured alongside the tech.
The benefits aren’t hypothetical. Our early tests using ZeroToOne.AI audiences have already delivered measurable improvements in ROAS and media efficiency.
What our team has to say.
GroundTruth’s CEO, Rosie O’Meara, really sums it up best:
“We are thrilled to be a part of the ZeroToOne family. We have helped major global brands connect digital engagement with real-world action to drive measurable business outcomes. As one company, we can move beyond measuring behavior to predicting it, enabling a new generation of AI-driven decision making.”
Naseer Hashim, Co-Founder and CEO of ZeroToOne.AI, also said:
“By combining our AI-powered behavioral prediction engine with GroundTruth’s rich network of real-world signals, we’re creating a new layer of intelligence that helps organizations anticipate demand, allocate resources, and act ahead of competitors.”
As we continue to integrate predictive AI into our platform, we’ll provide access to cutting-edge tools for our customers, from Fortune 500 companies to SMBs and local businesses.
Getting Started
Predictive AI isn’t just the future of GroundTruth, it’s the future of the digital advertising industry. As we merge our ad platform with ZeroToOne.AI’s predictive technology, early-adopter status and all the benefits that come with it will be available to all GroundTruth customers.
Don’t have an account with us? Create your GroundTruth Ads Manager account today, and start exploring our platform (no minimum spend required). And, if you have any questions, don’t hesitate to contact us.
