What is a Mobile Ad Network?
At the most basic level, advertising networks pool inventory of unsold ads from publishers and sell it to advertisers.
How we use Mobile Ad Networks at GroundTruth:
GroundTruth works with an advertiser to set campaign parameters (e.g. targeting, KPIs, etc.)
GroundTruth sets up ad groups that match the parameters of the campaign. A person opens an app with available ad inventory. That ad call goes through the exchange and GroundTruth receives an ad request through our API, GroundTruth receives over 450k queries per second. As those queries come in, we choose the ad calls that best match the parameters of the campaign.
For real-time campaigns, we use bid stream data since we need to reach people where they are in a given moment. We receive some real-time data from O&O and SDK, but the majority is through a bid stream.
Once we ensure a user is in a location that matches the ad group, our internal ad server bids on the inventory from the Ad Exchange and delivers the ad.
The Perfect Ad Network for Advertisers
We take a 3-pronged approach to data quality.
We determine where someone is by collecting mobile latitudes and longitudes, and filtering out inaccuracies.
We provide context for where someone is by mapping place boundaries and ensuring scale and accuracy through our Blueprints platform. Then, we confirm someone visited a particular place by matching location verified latitudes and longitudes to approved Blueprints and then filtering visitation behavior that would rule out a visit.
Capabilities of our Geolocation Ad Network
Through an integration with DoubleVerify, a leading global intelligence platform and fraud protection provider, GroundTruth is able to monitor its entire network and identify both general and sophisticated invalid traffic. Additionally, GroundTruth has automated and manual processes to measure and root out problematic supply to ensure clients have access to quality supply.
GroundTruth is certified against fraud by TAG (Trustworthy Accountability Group). TAG focuses on eliminating fraudulent digital advertising traffic, combating malware, fighting ad-supported internet privacy to promote brand integrity and brand safety through greater transparency.
In addition, GroundTruth also limits the apps on our location-based ad network for advertisers to only those published on the Apple App Store and Google Play Store.
We do not support any independently published apps. This adds an initial layer of protection since apps on the Apple and Google Store undergo a vetting process before being published.
Client Benefits
Blueprints provide the basis for a number of client benefits, such as:
Better Accuracy
Better Accuracy – With Blueprints, advertisers can feel confident that when they are targeting a location, there will be minimal wasted impressions.
More Scale
More Scale – With over 200,000 Blueprints created each month, and the speed to build custom Blueprints in minutes, advertisers can feel confident that their mobile AD will reach mass scale.
Precise Audiences
Precise Audiences – Blueprints helps form the basis of our audience profiles. When advertisers choose to target one of our pre-set audiences or decide to create their own, the location behaviors are defined by having visited one or more GroundTruth Blueprints.
Additional Features
Location Determination
GroundTruth’s patented location verification technology utilizes latitudes and longitudes data to determine the accuracy of each signal. Other signals are filtered out due to known inaccuracies or used to upgrade signals to more accurate latitudes and longitudes.
Place Determination
We map places through our proprietary Blueprints platform, which involves automation, human mapping, QA, website scraping to identify open store locations, and regional expertise as part of the operation.
Visit Determination
During this step, we match verified latitudes and longitudes to approved places in our POI database.