Location marketing firm xAd rebrands as GroundTruth to represent move into data analysis

GroundTruth CEO Dipanshu Sharma  Location-based marketing company xAd has rebranded and will now be known as ‘GroundTruth’ to reflect the shift in the company’s focus. The New York-based firm, founded


Renault targets professionals with 360 video location-based campaign

Renault has teamed up with media agency Manning Gottlieb OMD and xAD, a location-based marketing company, to deliver a mobile campaign featuring 360 video. The campaign, which is aimed at


LOccitane gets a boost from location strategy

Organic beauty product and cosmetics brand L’Occitane teamed with xAd, a location-based marketing company, and digital agency Threepipe to deliver a mobile campaign for the launch of its ‘Terre de


Timberland drives footfall with location campaign through xAd

Timberland has released results from a recent proximity marketing campaign carried out in partnership with xAd, and media agencies Vizeum and Amplifi. The campaign aimed to identify a new audience


Awards Preview – Ad or Marketing Tech Platform of the Year

Every day between now and the Effective Mobile Marketing Awards Ceremony on 17 November, we will be previewing the finalists in one of the 30 categories. With the Awards just


xAd Acquires WeatherBug to Add Weather Data to its Location Targeting

xAd has acquired WeatherBug for an undisclosed sum, to bring weather data to its location-based ad platform. Formerly a division of Earth Networks, WeatherBug offers sites and apps for mobile, desktop, Apple


Facebook Overestimated Video View Time By Up To 80 Per Cent

Facebook has been artificially inflating a key video performance metric by between 60 and 80 per cent, according to a letter sent by Publicis Media to its clients, with figures


Mobile Consumers Making Faster Purchasing Decisions

The new wave of always-on mobile consumers are making purchasing decisions faster than ever before, new research has suggested, with 29 per cent using just their mobile phone to come


ComScore and xAd Partner to Tie Mobile Campaigns to In-store Visits

ComScore has partnered with xAd for a measurement solution that promises to link mobile campaigns to in-store visits. Using comScore’s campaign validation and lift methodology, and xAd’s Blueprints tech, the Location Lift solution will show which


Cannes: Celebs Trump Brands

If you’re fresh back from Cannes, or indeed still out there, you’ll know that celebs are a fairly big part of the programme, rightly or wrongly, depending who you speak

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