In this interview with Jason Damata, Founder and CEO at Truthset, Scott McKinley, explains why he started the company, and how it uses a Data Collective to provide ad buyers, sellers and users of large scale consumer data, with visibility into how accurate their data is to produce better business outcomes.

A critical aspect of audience targeting with custom AI is the quality of the underlying audience data and the integrity of the matching process. A study by Truthset highlighted the reliability issues in data used for ad targeting and audience measurement. The study found that matches between hashed email addresses and postal addresses across various data providers were accurate only about 51% of the time, casting doubt on the accuracy of such audience data matches.

To underline the potency of this enriched data, TransUnion recently joined The Truthset Data Collective, a coalition comprising over 20 leading data providers.

According to a recent study from Truthset, nearly half the data used in digital audience targeting is flat-out wrong. And plenty of so-called ‘premium’ programmatic TV ad buys wind up being trafficked on low-quality websites instead of the prestige TV app experience buyers expected. As media costs increase in an election + Olympics year, these quality issues will get a bright, hot spotlight on them,” said Krim.

“According to a recent study from Truthset, nearly half the data used in digital audience targeting is flat-out wrong. And plenty of so-called “premium” programmatic TV ad buys wind up being trafficked on low-quality websites instead of the prestige TV app experience buyers expected. As media costs increase in an Election + Olympics year, these quality issues will get a bright, hot spotlight on them.

Truthset, the data validation-as-a-service offering, has appointed Kevin Dean as General Manager of the Data Collective. Dean previously served as Chief Strategy Officer at AnalyticsIQ.

Experian and Equifax vet Kevin Dean joins Truthset as general manager of its data collective. [release]

Kevin Dean was appointed as general manager at Truthset Data Collective. Dean will bring together leading data providers and spearhead collaborative initiatives to create a more sustainable industry

“We’re thrilled to have someone with Kevin’s background, knowledge and expertise on the Truthset Data Collective team,” Scott McKinley, CEO of Truthset, said. “Kevin has dedicated his career to bringing accuracy to the data industry at large, which not only drives efficiencies for marketers and content owners, but better experiences for consumers. We share the same mission here at Truthset, and are looking forward to driving the next evolution of the industry together.”

Truthset, the leading data validation-as-a-service offering, today announced the appointment of industry veteran Kevin Dean as General Manager of the Data Collective. In this role, Dean will continue to unite leading data providers and spearhead initiatives that create a more sustainable industry through collaboration.

Find new testing methods and KPIs. Test and simulate personas from first-party data to find underserved audiences. We’ve all been potentially speaking to the wrong audiences because cookies are inaccurate. Look no further than recent data by Truthset and the Coalition for Innovative Media Measurement, which just tested the accuracy of linkages based on 3.9 billion data records from multiple vendors.

Media companies have an opportunity to work much more closely with advertisers to unlock the potential of data-driven experiences for viewers. A study by Truthset found most CTV data being sold to advertisers is flawed. Industry leaders are working to link advertisers directly with publishers to share quality data more directly.

Data accuracy is more important than ever now that we are experiencing a generative AI boom. According to Truthset’s Benchmarking Study fielded in 2022, accuracy for Hispanic, Black, and Asian US audiences have a data accuracy of 83%, 80%, and 57%, respectively. This means that businesses, and most likely, artificial intelligence, are using data that is not fully reliable or representative of Multicultural audiences to make business decisions, and in the case of AI, the biased data is used to reinforce machine learning.

Data Relationship Management could play a crucial role in addressing the challenges revealed by a recent Truthset study, which examined 15 data brokers and uncovered that email and postal address matches, essential components of ad targeting and audience measurement, are accurate only 51% of the time.

More advanced targeting requires exponentially more data than demo-based targeting, including new identifiers and outcomes-based data, such as sales and conversions. Ensuring all that data is accurate – with consistency across linear and streaming – is a big challenge.

“It is unrealistic to expect the way the MRC is structured to have any credibility in saying a company’s product is going to be trustworthy,” said Scott McKinley, CEO of Truthset, a data validation and measurement company, also speaking at CIMM.

The results revealed 1.2 billion unique HEM and postal pairs, with email addresses linked to an average of 1.6 postal addresses. Meanwhile, postal addresses were linked to an average of 9.1 emails apiece. That dissonance creates issues when trying to accurately deliver relevant, targeted advertising. Truthset analysis showed that HEM and postal linkages are only accurate 51% of the time (varying between 32% and 69% depending on the provider).

Truthset and CIMM analyzed the linkages between 3.9 billion hashed email records and 90% of known U.S. postal addresses.

Ad buyers often point to digital media’s richer datasets to explain why more of their dollars are going online. But a new study is casting doubt about just how accurate the data used by media buyers really is. The analysis by Truthset in partnership with The Coalition for Innovative Media Measurement shows only half (51%) of the digital targeting and audience measurement data is accurate.

A crucial data match that underpins everything from targeting ads to measuring TV audiences is right only 51% of the time, according to a new study by Truthset, a firm that evaluates consumer database accuracy.