New York, NY (January 8, 2025) – GroundTruth, the media platform known for driving in-store visits and other real business results, has promoted Matt Knight to Chief Technology Officer. With over 20 years of experience driving innovation and product excellence in AdTech and enterprise, Knight will lead GroundTruth’s technology vision and execution into its next​​ stage of growth.

“We want to lead the advertising industry in connecting advertising to real business results,” said Rosie O’Meara, CEO of GroundTruth. “Matt is the right technology leader to help make it happen.”

Thousands of brands rely on GroundTruth to drive foot traffic and other tangible results with their CTV, mobile, audio, and desktop ad spending. One recent example comes from Honey Dew Donuts, New England’s largest locally owned donut and coffee shop: their campaign resulted in a visitation rate 3X above baseline for locations supported by GroundTruth’s measurable CTV ads. 

Matt joined GroundTruth in early 2021 through the acquisition of Addy, an AdTech marketplace built for SMBs he co-founded in 2016 to make ad buying easier. As the SVP of Product & Technology at GroundTruth, Matt has spearheaded innovations that have helped advertisers achieve measurable business results. These include measuring in-store visits and sales from advertising channels traditionally limited to digital metrics, like CTV or Audio, or the ability to measure check growth driven by an ad campaign.

His contribution has also been instrumental in enhancing GroundTruth’s supply quality and building a new attribution architecture that has improved accuracy and resulted in a 15% increase in in-store visits driven for advertisers by GroundTruth media across all channels.

“Matt’s expertise and leadership have pushed GroundTruth’s products to the next level and elevated the value that we deliver to advertisers,” said O’Meara. “His vision for developing products that connect digital and real-world results is instrumental to GroundTruth’s mission in allowing marketers to measure the real business results of their ad campaigns, and we are thrilled to have him lead our technology strategy.”

Over his 20 years in the AdTech space, Matt has partnered with top agencies like Publicis, McCann, FCB, Digitas, and DeepLocal to build digital solutions for B2C brands such as Nike, The North Face, HBO, Netflix, and NBC. Prior to GroundTruth and Addy, Matt held senior leadership roles at Computer Associates, where he pioneered audience data-matching solutions for enterprise clients like Acxiom, and later SMARTS, after a successful exit and acquisition by EMC/Dell.

“Marketers need AdTech to step up and help them drive real business results,” Knight said. “I’m super excited to be in the CTO role at GroundTruth to do exactly that. Let’s go!”