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How Truthset’s Data-Rated Audiences Can Benefit You
- Editorial Team
- May 8
- 3 min read
Truthset's recently launched Data-Rated Audiences is a groundbreaking solution for brands and agencies that facilitates the selection of accuracy-rated data from participating data providers in the Truthset Data Collective. No data loss. No intermediaries. No guesswork.
Here’s a deeper look at:
Why we built it
What it means for the industry
How it can benefit you
How it works
Zoom Out
The marketing ecosystem has long tolerated major inconsistencies in data accuracy, leading to inflated media costs, ineffective targeting, and declining trust in third-party data.
With the introduction of accuracy ratings, Truthset is setting a new industry standard that benefits buyers, sellers, and data providers alike.
As Truthset CEO Scott McKinley puts it:
“At a time when economic concerns are slowing ad spend, this not only saves businesses money but helps make campaigns more efficient and effective.”
Why It Matters
Consumer data quality has historically been a black box. Until now, most marketers have had no visibility into the accuracy of the data they were buying.
With Data-Rated Audiences, 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.
Advertiser Benefits
Data-Rated Audiences empowers brands to save on costs, improve targeting, and drive better outcomes, giving marketers the confidence to run smarter, more effective campaigns.
With Data-Rated Audiences, marketers can:
Eliminate wasteful spend on low-accuracy data
Target with precision, using verified accuracy scores
Scale confidently with person-level data at national scale
Media Company Benefits
For media companies, Data-Rated Audiences unlocks more accurate and outcome-driven targeting, helping partners better align inventory with advertiser performance goals.
Data Provider Benefits
Data providers leveraging Truthset’s Data-Rated Audiences are seeing clear demand and business impact.
With accuracy as a new competitive edge, providers like Stirista and Anteriad report increased usage and adoption as brands seek better-performing, precision-verified audiences.
It’s setting a new benchmark for data quality, offering providers a way to:
Differentiate with transparency
Monetize more effectively
Package audiences by accuracy tiers
How It Works
Data-Rated Audiences is powered by Truthset’s patented Truthscore methodology, which objectively measures the accuracy of individual data attributes, with 95% coverage of the U.S. Census. Brands can now confidently build or expand audiences and activate them with precision across major platforms — including CTV, social media, and the open web.
Tell us the audience you want to buy and where you want to distribute it, such as The Trade Desk.
We will build a custom/first-party audience and push it directly to your seat at your distribution point of choice.
You provide your usage reporting, and we will invoice you for it. We will pay data providers.
You can also activate Data-Rated Audiences directly with certain Publishers and Media companies (available on request), and soon will be integrated into data marketplaces.
What Partners Are Saying
Leading global brands have already piloted Data-Rated Audiences and are reporting measurable improvements in campaign performance and ROI.
But don’t take our word for it — here’s what partners are saying:
“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.”
