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Truth{set} Launches to Help Marketers and Data Companies Take Aim at $50B of Advertising Waste by Scoring the Quality of Consumer Data

With early partners like TransUnion, Epsilon, V12, Bridge, Verto Analytics, and Throtle, former Nielsen and Procter & Gamble veterans unveil proprietary data quality scoring method to increase marketing efficiency and improve business outcomes

San Francisco, CA, USA – WEBWIRE

San Francisco (May 28, 2020) - Truth{set}, the company that measures the quality of consumer data, launches today from stealth with $4.75M in seed funding from super{set}, WTI, Ulu Ventures, and strategic angel investors. Founded by veterans from Nielsen, Salesforce, LiveRamp, and Procter & Gamble, Truth{set} helps all stakeholders in the marketing ecosystem measure the accuracy of consumer data to improve the performance of any data-driven activity. 

As major companies deal with today’s changing market dynamics, marketers are increasingly looking for accountability for their investments. One thing remains unchanged: low-quality data leads to ineffective marketing and wasted spend. According to Forrester, 21 cents of every media dollar spent by marketers in the last year was wasted due to poor data quality. Another study found that consumer brands waste an estimated $50 billion each year due to campaign inefficiencies, poor targeting, and fraud. Truth{set} helps marketers reduce that waste by offering a first-of-its-kind solution to measure the quality of consumer data and give confidence that they get exactly what they paid for. 

“Marketers are adept at using data to find and target their audiences with increasing precision. But they are still flying blind when it comes to how good the underlying data actually is, and that hurts performance and wastes money,” said Scott McKinley, CEO and Founder of Truth{set}. “Truth{set} allows both data providers and marketers to win in the market for data by establishing an independent, standard score to measure the quality of the consumer data that they are buying, using, and selling.”

Introducing the First Standardized Score for Data Quality
A recent study from the Harvard Business Review reports that consumer data is “even worse than what you’d get if you used random chance to create a target list.” That error wastes money, undermines performance, and irritates consumers with poorly targeted messages. 

Truthscores™ are numerical scores between 0.00 and 1.00 that denote the accuracy of the attributes associated with each record. Truthscores™ arm the marketer with knowledge of how accurate consumer data is to help them make better decisions about how they source, price, and use consumer data. Data companies can use Truthscores™ to differentiate the quality of their data assets via an independent metric. Truth{set}’s technology is compatible with all leading DSPs, DMPs, and CDPs, and integrates with leading providers like Facebook, LiveRamp and The Trade Desk. 

“Every data provider claims to have their spin on the audiences that they are selling, but high-quality data is the starting point that drives actual performance,” said Matt Spiegel, Executive Vice President for Marketing Solutions at TransUnion. “We applaud Truth{set}’s mission of shining light on where each data provider wins, helping to cut through the crowded marketplaces, improving marketer performance, and reducing data buying sales cycles.”

To find out how to test the quality of your data or use Truthscores™ to improve your marketing, go to
About Truth{set}
Founded in 2019, Truth{set} 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 decision. Truth{set} 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. 

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 Data Quality
 Consumer Data
 Marketing Campaigns

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