Truthset Introduces Data-Rated Audiences for Next-Level Marketing Precision

Truthset, the leading data validation company, today introduced Data-Rated Audiences — a groundbreaking solution that allows brands and agencies to source accuracy-rated data from data providers in the Truthset Data Collective and activate it directly, delivering unmatched consistency, transparency, and performance in data-driven marketing.

For the first time, marketers can identify and activate 100% deterministic, person-based audiences at census scale from Truthset Data Collective members using independent, objective accuracy ratings. This innovation empowers brands to save on costs, improve audience targeting, and achieve better marketing outcomes. Now marketers can operate their entire marketing program with precision, for more confident decision-making and a powerful competitive advantage.

“Consumer data accuracy varies widely and degrades significantly on its path to activation,” said Truthset CEO Scott McKinley. “With Data-Rated Audiences, brands can now purchase data at scale based on clear accuracy ratings and activate it directly. At a time when economic concerns are slowing ad spend, this not only saves businesses money but helps make campaigns more efficient and effective.”

The consumer data market has long lacked transparency, with significant variations in data quality and accuracy. Data-Rated Audiences addresses this issue by providing access to a proven accuracy solution built on transparency and consistency, giving marketers the ability to be more purposeful with activation.

Truthset’s Data Collective comprises more than 20 leading data providers who leverage Truthset’s data accuracy Truthscores. With the introduction of Data-Rated Audiences, these data providers can now give brands the ability to select audiences categorized by accuracy levels — AAA, AA, A, and B — for different needs and uses, and activate them directly with media companies. This ranges from broad targeting at the lower levels, to seed file creation or AI modeling at the highest, all without enduring data loss, errors, or additional costs through ad tech intermediaries.

Data-Rated Audiences is built upon Truthset’s patented Truthscore methodology, which measures the accuracy of data attributes for each person, with 95% US Census coverage. Data Ratings make it easy for brands to build or expand audiences confidently and execute campaigns with precision. We connect customer audiences directly to major platforms for social media, CTV and the open web.

Leading global brands have already piloted the solution, reporting substantial improvements in campaign performance and return on investment.

“At Stirista we’ve always prioritized data accuracy because it directly impacts performance,” said Ajay Gupta, CEO and Founder of Stirista. “We’ve worked with Truthset to validate the strength of our demographic data because independent verification matters, especially in a crowded market. We were early to offer audiences with third party validation not because we needed it but because it reflects the high standards we already hold ourselves to. As the industry moves toward greater transparency we see this as essential to smarter, more effective marketing.”