Dentsu Inc. forms capital and business alliance with GroundTruth, a world-leading location-based marketing company

The text of the Dentsu Inc. news release distributed on March 14 is as follows.

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March 14, 2018

Dentsu Inc. Forms Capital and Business Alliance with GroundTruth, a World-Leading Location-Based Marketing Company

Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) has entered into a capital and business alliance with GroundTruth Inc. (Headquarters: New York, USA; Chief Executive Officer: Sunil Kumar), a global leader in location-based marketing. This alliance aims to strengthen Dentsu Group Inc.'s integrated framework, "People Driven Marketing," which consolidates and advances marketing methodologies centered on "people." Dentsu Group Inc. will also begin data integration with GroundTruth's platform into the Dentsu Group Inc.'s integrated platform, "People Driven DMP."

GroundTruth is one of the world's leading companies in location-based marketing platforms. It possesses patented ad verification technology that instantly scores the accuracy of acquired location data. Furthermore, using its proprietary Blueprints(TM) technology, it can precisely set the boundary lines used to determine store/venue visits along the contours of facilities. This high precision, distinct from the common method of setting boundaries as circles centered on a facility's point, has earned GroundTruth the top rating among major location marketing companies in third-party verification (InfoScout survey, USA).

The company already holds over 670,000 Blueprints™ locations in Japan, covering major stations, rail lines, supermarkets, car dealerships, convenience store chains, and drugstores. Utilizing its platform enables nationwide campaigns such as "displaying ads for healthcare products on app ad spaces to segments with visit history to sports gyms, specifically when they are near a drugstore."

In digital marketing, it is increasingly vital to leverage location data to identify "consumers most likely to make a purchase," design campaigns targeting "moments of heightened purchase intent or interest," and deliver "optimal advertising." This data integration with "People Driven DMP" now enables verification of how advertising contributes to store traffic, brand awareness, and sales across offline and online channels, as well as end-to-end full-funnel measurement from awareness to purchase.

Moving forward, to further strengthen "People Driven Marketing," we will advance the integration and expansion of data from GroundTruth, alongside our own and our partners' data, to deliver world-class location-based marketing in Japan.

<GroundTruth Overview>
・Company Name: GroundTruth
https://www.groundtruth.com
・Location: New York, USA
・Representative: Sunil Kumar (Chief Executive Officer)
・Founded: January 2001
・Capital: $108 million USD
・Business Activities: Development and provision of location-based marketing platforms

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Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2018/0314-009486.html

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