Groundhog Technologies has launched Live Commerce Booster for live shopping campaigns, targeting audience acquisition beyond platform-native discovery.
The product is aimed at live commerce platforms, solution providers, media partners, and brands running their own live shopping operations. It is designed to turn live shopping content into advertising inventory across the open web while a livestream is under way, with the goal of drawing viewers into active shopping sessions.
Live commerce has become a larger part of digital retail in Asia as brands use livestreams to introduce products, run limited-time offers, and create more interactive shopping experiences online. That growth has also made it harder for sellers and creators to capture attention, especially when campaigns depend on recommendation systems, influencer followings, or traffic from a brand's own channels.
Groundhog positions the new product as a media-buying and traffic-acquisition layer rather than a production service or influencer marketplace. In practice, advertisers can use material from an active livestream to create ads and place them outside the closed environments where many shopping streams typically build audiences.
The system can support campaigns hosted on marketplace platforms as well as on a brand's own website or app. Advertisers can also use delivery and engagement signals during a livestream to refine audience targeting and improve the quality of incoming traffic.
That approach reflects a broader issue in live commerce. While shopping streams can generate strong engagement, many brands still struggle to reach beyond the audiences they already own or the exposure platforms provide.
For marketplace-based livestreams, visibility often depends on recommendation engines and creator reach. For brands running sessions on their own digital properties, the challenge is different: finding new viewers without relying only on existing customers, email lists, or owned media.
Market pressure
The launch comes as advertisers seek more measurable ways to assess live commerce spending. As the format matures, brands are paying closer attention not just to content and presentation, but also to discoverability, traffic quality, and conversion outcomes.
Groundhog says this has created demand for infrastructure that can connect live shopping more directly to digital advertising. It argues that live commerce campaigns need a path to scale that is less dependent on organic reach within marketplace ecosystems.
"Many live commerce campaigns today still rely heavily on platform traffic, creator visibility, or brands' own existing media reach," said Alan Chang, vice president at Groundhog Technologies.
"As competition increases, live streamers are looking for more predictable ways to scale audience acquisition, improve targeting flexibility, and measure campaign performance beyond in-platform exposure alone. This is becoming increasingly important not only for livestreams hosted on marketplace platforms, but also for brands operating live shopping experiences on their own websites and apps," Chang said.
Company background
Groundhog was founded as a spin-off from the MIT Media Lab and is listed on the Taiwan Stock Exchange. The launch underscores how ad technology providers are trying to serve a commerce model that sits between media buying, social engagement, and online retail.
The product can support several partnership structures depending on campaign objectives and operating models, including work with platforms, third-party providers, media partners, and brands that manage their own shopping environments.
As more sellers, creators, and brands enter livestream shopping, the battle for viewer attention is becoming more expensive and more complex. In that environment, the ability to attract qualified audiences from outside a platform's ecosystem is emerging as a central operational issue for live commerce campaigns.