Truthset’s Data-Rated Audiences Set a New Standard for Marketing Precision

Today, we introduced a groundbreaking new solution that allows brands and agencies to source audiences from data providers based on accuracy ratings, called Data-Rated Audiences. 

With this launch, we are revolutionizing how brands and agencies identify, select, and activate people-based audiences with unprecedented confidence, resulting in a new level of consistency, transparency, and performance in data-driven marketing. 

Why Data Quality Transparency Matters

For years, marketers have battled the “black box” of data accuracy and quality. Audience segments looked robust on paper, only to underdeliver or misfire on actual performance because the underlying consumer data was either outdated, inaccurate, or inconsistently sourced. Wasted budget, missed targets, and lost opportunity have become far too common.

Truthset’s Data-Rated Audiences directly tackles this issue by bringing independent, standardized accuracy ratings to the heart of the activation process. Brands can now see, at a glance, how likely a particular audience is to match the real people they want to reach, and select only the best for their campaigns.

What Makes Data-Rated Audiences Different

Independent Accuracy Ratings, Demystified

Truthset’s solution is the first of its kind to give marketers standardized, objective ratings (AAA, AA, A, B) on actionable audiences. Powered by the patented Truthscore methodology, these ratings are based on accuracy validation applied to data and multi-sourced from participating data providers in the Truthset Data Collective. Truthscores cover 95% of the U.S. Census, ensuring both breadth and precision.

What does this mean in practice? Marketers move beyond generic third-party data and activate deterministic, person-based audiences whose attributes have been individually scored and vetted for accuracy. Whether you’re building a broad reach campaign or crafting seed files for AI models or lookalike targeting, you choose the level of accuracy your objective demands.

Next-Level Campaign Performance

Transparency breeds confidence, and confidence breeds performance. Early adopter brands and agencies have already reported dramatic improvements in campaign efficiency, return on ad spend, and audience engagement. By excluding lower-rated or ambiguous data segments, these marketers saw long-term reductions in wasted spend and meaningful increases in campaign lift.

Purpose-Built For Modern Marketing Needs

From social and CTV to programmatic and open web, Truthset’s Data-Rated Audiences can be easily activated across Meta, YouTube, TikTok, The Trade Desk, and more. There’s no more waiting for custom segments or relying on unpredictable modeling. Activation is direct, and the data is objectively validated at the time of deployment.

This simplicity means that brands can make agile, data-driven decisions at the speed business now demands. No more guesswork. No more hidden data losses or ad tech markups. Just precise audiences ready for high-performance targeting.

The Future of Data-Driven Marketing Is Here

Brands that lean into transparency, invest in accurate data, and demand better outcomes will lead the new era of marketing. Truthset’s Data-Rated Audiences redefines what’s possible by making quality visible and actionable at scale—for everyone from data analysts and planners to media buyers and CMOs.

If you’re ready to elevate your targeting, reduce waste, and show measurable lift in every campaign, Data-Rated Audiences is the unlock you’ve been searching for.

Start Activating with Confidence

Don’t settle for data of unknown accuracy. Start sourcing and activating data based on proven accuracy and watch campaign performance soar. See firsthand why top brands are shifting their audience strategies to focus on accuracy-rated audience at scale, and take your marketing to a whole new level.

Learn how Data-Rated Audiences can drive true marketing precision for your next campaign.