Truthset Joins PMG’s Alli Marketplace to Bring Audience Data Accuracy to the Forefront of Modern Marketing

CANNES, France and SAN FRANCISCO, California — June 17, 2025 — Truthset, the industry leader in validating the accuracy of consumer data, today announced its participation as a foundational partner in PMG’s newly launched Alli Marketplace, unveiled this week at the Cannes Lions Festival. 

The Alli Marketplace is a first-of-its-kind martech app exchange, integrated directly into the Alli OS, designed to give marketers one-click access to best-in-class technologies. By embedding its Data-Rated Audiences technology into PMG’s proprietary marketing operating system, Truthset is helping marketers eliminate guesswork and maximize media performance with unparalleled confidence in their audience data.

“Digital marketing runs on data—but audience data is often inaccurate, leading to wasted spend, low publisher CPMs, and poor consumer experiences,” said Truthset Founder & CEO Scott McKinley. “With Truthset’s Data-Rated Audiences, brands can build validated, multi-sourced, 100% people-based audiences at census scale. And by integrating into PMG’s Alli Marketplace, we’re scaling this breakthrough and empowering hundreds of premium brands to invest smarter, reduce waste, and drive real performance with confidence.”

Truthset joins an elite roster of 29 launch partners — including Amazon, Disney, Samsung Ads, and TikTok — helping brands activate technologies directly within their media, audience, and creative workflows.

“Marketers today need agility and immediate business impact,” said George Popstefanov, Founder and CEO of PMG. “With Alli Marketplace, we’ll collapse months of integration and onboarding into a seamless, one-click experience—so our customers can stay ahead of change without getting bogged down in it.” 

The Alli Marketplace includes curated apps across key tech categories, including Audience Enrichment, Media Forecasting, Creator Discovery, and Creative Generation. Applications will be consumption-based, pre-approved, and integrated into customers’ existing Alli environment — no re-platforming, IT work, or vendor lock-in required. Unlike traditional app stores or directories, Alli Marketplace apps are fully embedded and consumption-based, enabling agile experimentation and rapid deployment, without the typical lag of procurement and onboarding.

For media and publisher partners, Alli Marketplace offers a frictionless path to high-value, enterprise-ready brands. PMG handles integration, billing, and discovery, enabling faster monetization with less overhead. The Marketplace operates on a transparent, partner-friendly model, with added benefits like usage reporting, joint marketing opportunities, and direct product feedback. And in a bold step toward a more connected and scalable martech ecosystem, PMG is making the Alli Marketplace specification open, allowing other companies to build and implement the same model within their own ecosystems. 

For Truthset, this model not only accelerates adoption but also reinforces a shared mission: to bring more transparency, accuracy, and accountability to every impression served. For media and publisher partners, Truthset’s presence in the Alli Marketplace means better monetization opportunities and higher quality traffic, fueled by validated data that enhances performance at every stage of the funnel.

As PMG opens its operating system to third-party developers for the first time, Truthset’s integration marks a pivotal shift in how brands manage identity, scale audiences, and uphold data integrity across channels.

About Truthset

Truthset is a data intelligence company focused exclusively on validating the accuracy of consumer data. The company helps brands build trust in data, and improve the performance of any data-driven activity. Truthset does not sell data and is not a data broker; it compiles a likelihood of truth for any individual record that can be used to validate the accuracy of data and power more accurate consumer interactions. Truthset was founded in 2019 by industry veterans from Nielsen, Salesforce, LiveRamp, and Procter & Gamble. Truthset is funded by venture investors. The company is headquartered in Oakland, California.

About Alli

Alli is PMG’s proprietary operating system, built to power how modern brands operate and perform. It integrates data, creative, planning, media, and measurement to eliminate silos and shape performance in real time. More than a point solution, Alli serves as the connective layer unifying business and marketing data. Teams aren’t just reacting to performance; they’re driving powerful impact. Alli manages $6B in media spend annually and powers campaigns for some of the world’s most ambitious brands. Learn more about Alli here.

About PMG

PMG is a global independent marketing services and technology company that seeks to inspire people and brands that anything is possible. Driven by shared success, PMG brings together business strategy and transformation, creative, media, and insights, all powered by our proprietary marketing operating system, Alli. With offices in New York, London, Dallas & Fort Worth, Austin, Atlanta, Boston, Brighton, Costa Rica, and Cleveland, our team is made up of more than 900 employees globally, and our work for brands like Apple, CKE Restaurants, Dropbox, Experian, Intuit, Kimberly-Clark, Kohler, Sephora, Travelex, and Whole Foods has received top industry recognitions including Cannes Lions and Adweek Media Plan of the Year. For more information about PMG, visit www.pmg.com.