SAN FRANCISCO - s4story -- Truthset, the first company to measure the accuracy of record-level consumer data, today announced the launch of a Data Partner Badges program, designed to give marketers a clear and transparent way to see which data providers believe that data quality matters, and are eager to be scored by Truthset. Truthset makes demographic targeting work by scoring consumer data. Their proprietary Truthscore™ process helps clients identify the highest scoring data and put it to work to improve the accuracy of their campaign audiences and eliminate waste to improve marketing performance.

The Truthset Data Partner Badge makes it easy for data buyers to quickly evaluate where they can find the highest quality data and trust that they are reaching the right person with the right message. The Truthset Badge also proves that the provider is in compliance with quarterly scoring to ensure that the scores are always up-t0-date. Marketers, agencies, and publishers can analyze the accuracy of different 3rd party segments to determine the most accurate providers, and then improve campaign performance by filtering out IDs that do not qualify for the target audience prior to delivering an ad. Finally, Truthset allows a data buyer to measure the overall on-target percentage of a campaign delivery against the desired audience.

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"Data quality is very important to Hershey," said Amy Good, Director, Integrated Media at The Hershey's Company. "We value the Truthset approach to transparency, accountability and quality when selecting our addressable media investments and measuring their performance."

During Q4 2020, Acxiom, Throtle, Bridge, OneMata, V12, LB Digital, Ameribase, MediaSource, Webbula, Speedeon, Alliant, and Infutor participated in having their data scored for accuracy in a number of key attributes, including age, gender, age and gender, household income, presence of children, marital status, home ownership, being a renter, and others. Truthset's Data Partner Badges program allows data providers to stand out from the crowd as a source of data that is committed to continuous data accuracy improvements, allowing them to win more business via trust and transparency.

"In a competitive data market, having an independent arbiter of accuracy is critical to ensuring transparency and building trust between buyers and sellers," said Kevin Dean, COO of Infutor. "Truthset's Data Partner Badges program allows us to easily demonstrate that the data quality we are known for has been corroborated by a third-party."

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"Data accuracy isn't just about getting scored and walking away with new insights, but also about transparency and being able to easily find the needles in the many, many haystacks out there," said Scott McKinley, CEO/Founder of Truthset. "For the advertising industry, Truthset is akin to a powerful magnet applied to finding needles in haystacks, and in our case, we are finding the most accurate data. Our badge program takes it a step further by rewarding those who have stepped up to be scored."

To learn more, or to participate in data quality scoring with Truthset, please visit truthset.io/for-data-providers.

To learn more about how Truthset can Analyze, Improve and Measure data-driven marketing, please visit truthset.io/for-marketers.