GroundTruth Partners with Place Exchange to Expand Into Digital Out-of-Home With Measurable Foot Traffic Attribution

GroundTruth, a leading advertising platform trusted by brands and agencies to turn real-world behavior into measurable business outcomes, has announced the launch of its Digital Out-of-Home (DOOH) solution. This expansion is powered by a strategic integration with Place Exchange, the industry’s leading independent supply-side platform (SSP) for programmatic DOOH. Through this partnership, advertisers can now purchase premium DOOH inventory with the same level of precision targeting, cross-channel reach, and deterministic visitation attribution that GroundTruth already delivers across mobile, CTV, digital audio, desktop, and direct mail.

“Out-of-home has always been a powerful awareness channel, but marketers have struggled to prove the real business results it drives,” said Rosie O’Meara, CEO of GroundTruth. “By bringing our attribution technology and audience targeting to DOOH, we’re giving advertisers confidence that their out-of-home campaigns can be tied to real-world outcomes like foot traffic.”

Unlike conventional DOOH campaigns that focus solely on impression counts, GroundTruth’s DOOH solution provides a comprehensive, full-funnel view of performance. Using advanced attribution technology, the platform identifies mobile device IDs within viewing range of a DOOH screen when an ad is displayed and then determines whether those same devices later visit a designated store or business location. This approach directly connects DOOH ad exposure to verified in-store visits, enabling brands to understand true campaign impact.

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Through Place Exchange’s extensive DOOH supply network, GroundTruth customers now have access to top-tier inventory from publishers such as Outfront, Lamar, Captivate, and GSTV. This integration enables advertisers to engage audiences across diverse DOOH environments—airports, shopping malls, billboards, gas stations, entertainment venues, office buildings, and more. Marketers can plan, activate, and manage their DOOH campaigns within minutes using GroundTruth’s Ads Manager platform, ensuring faster execution and greater operational efficiency.

“Advertisers are demanding more accountability from every media channel, and DOOH is no exception,” said Ari Buchalter, CEO of Place Exchange. “By combining Place Exchange’s premium inventory with GroundTruth’s proven attribution, we’re giving brands a clear line of sight from exposure to outcome.”

Beyond advanced attribution, GroundTruth’s unique advantage lies in its ability to unify DOOH with other media channels. Mobile device IDs collected during attribution can be repurposed to create retargeting audiences, allowing advertisers to re-engage exposed consumers across mobile, CTV, streaming audio, and desktop—creating a seamless, data-driven omnichannel marketing experience.

With this launch, GroundTruth bridges the gap between digital and physical advertising, empowering marketers to bring accountability, performance measurement, and strategic agility to one of the fastest-growing digital channels in the industry.