Is xad.com Safe? Security Analysis for GroundTruth
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AI Summary
GroundTruth, formerly known as xAd, is a leading global location-based advertising platform that helps advertisers drive in-store visits and real business outcomes. The company offers a comprehensive suite of location targeting and audience analytics services, leveraging proprietary technologies such as Blueprints and CPV advertising. With a presence in over 21 countries and tracking over a billion physical visits monthly, GroundTruth holds a strong market position in the ad tech industry. The website reflects a mature digital infrastructure with extensive use of modern marketing and analytics tools, including Google Analytics, HubSpot, Hotjar, and multiple ad pixels. Security posture is solid with HTTPS enforced and cookie consent mechanisms in place, though explicit security policies and incident response contacts are not publicly disclosed. WHOIS data is unavailable or obscured, which slightly impacts trust but is mitigated by the professional presentation and third-party validations. Overall, GroundTruth demonstrates a robust business and technical maturity suitable for enterprise clients.
Detected Technologies
🧠AI Business Intelligence
Technology stack, business insights, and market analysis powered by AI.
Business Intelligence
Market & Strategic Analysis
GroundTruth operates in the technology and media sectors, focusing on location-based advertising and audience targeting. Its business model revolves around providing advertisers with actionable location insights and media channel access across mobile, desktop, CTV/OTT, audio, and digital out-of-home platforms. The company has grown through innovation and acquisitions, such as WeatherBug, enhancing its data capabilities. Its target customers include brick-and-mortar retailers and marketers seeking to optimize advertising spend with real-world behavioral data. The website's comprehensive content, clear navigation, and strong branding support its market positioning as a leader in location advertising technology.
Security Posture Analysis
Comprehensive Security Assessment
The website employs HTTPS and integrates multiple third-party analytics and marketing scripts, indicating a modern security-aware environment. Cookie consent banners demonstrate compliance with privacy regulations. However, the absence of explicit security policies, incident response contacts, and a security.txt file suggests room for improvement in transparency and incident readiness. Security headers are not explicitly confirmed but are likely present given the HTTPS usage. No vulnerabilities or exposed sensitive data were detected in the content. The security score is good but could be enhanced by publishing formal security documentation and improving header configurations.
Strategic Recommendations
Priority Actions for Security Improvement
Publish a dedicated security policy page detailing security practices and compliance frameworks.
✨Observations
AI-powered comprehensive website and business analysis.
AI-Enhanced Website Analysis
Business Insights
GroundTruth
GroundTruth is a leading location platform that drives in-store visits and real business results through location-based advertising and insights. Formerly known as xAd, the company offers technologies such as Blueprints, CPV advertising, Ads Manager, and a self-serve buying platform.
excellent
consistent
Technical Stack
moderate
excellent
good
excellent
Security Assessment
- HTTPS enforced
- No exposed sensitive data in HTML
- Use of third-party security and analytics scripts
- Cookie consent banner implemented
Analytics & Tracking
Advertising & Marketing
Website Quality Assessment
Key Observations
Website is fully accessible with rich content and professional design
🛡️Security Headers
HTTP security headers analysis and recommendations.
Security Headers
HTTP security headers analysis
Weak Referrer-Policy configuration
LOWCurrent value: "no-referrer-when-downgrade"
Sensitive data may be cached
LOWCache-Control header should include "no-store" for sensitive pages
👤GDPR Compliance
Privacy and data protection assessment under GDPR regulations.
GDPR Compliance
Privacy and data protection assessment
No Data Protection Officer mentioned
LOWLarge organizations may need to designate a DPO under GDPR
Privacy policy may not be GDPR compliant
MEDIUMPrivacy policy lacks explicit GDPR compliance elements
GDPR Compliance Analysis
🛡️NIS2 Compliance
Network & Information Security Directive compliance assessment.
NIS2 Compliance
Network & Information Security Directive
No information security framework found
HIGHNIS2 requires documented cybersecurity and information security measures
No vulnerability disclosure policy
MEDIUMNIS2 encourages coordinated vulnerability disclosure
No security policy documentation found
HIGHNIS2 requires documented cybersecurity governance and risk management
No incident response procedures found
HIGHNIS2 requires documented incident response and business continuity plans
No business continuity planning found
MEDIUMNIS2 emphasizes operational resilience and business continuity
No security contact information
HIGHNIS2 requires clear incident reporting channels
No vulnerability reporting mechanism
MEDIUMClear vulnerability reporting supports coordinated disclosure
No NIS2 reference found
LOWConsider explicitly mentioning NIS2 compliance efforts
Critical sector without clear security compliance
HIGHDetected sectors: energy, transport, banking, digital
📧Email Security
SPF, DKIM, and DMARC validation and email security assessment.
Email Security
SPF, DKIM, and DMARC validation
🏆SSL/TLS Security
Certificate validity and encryption analysis.
SSL/TLS Security
Certificate validity and encryption analysis
📊DNS Health
DNS configuration and security assessment.
DNS Health
DNS configuration and security assessment
⚡Network Security
Port scanning and network exposure analysis.
Network Security
Port scanning and network exposure analysis
Good Network Security Posture
LOWNo unnecessary services detected on common risky ports
🔧Technical Analysis
Detailed technical findings and analysis from AI assessment.
Technical Analysis
Comprehensive security assessment findings