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The State of Data Accuracy 2026 report is available now.

Truthset’s annual read on how accurate the market’s consumer data actually is, measured against deterministic ground truth. Error rates reach 60% on common demographic attributes.

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100 stories, 2020–2026.

2026

Aug 26, 2026The Measure: FreeWheel Integrates Truthset’s Data Ratings Into Ad Buying PlatformPress Coverage Jul 23, 2026Truthset And Yahoo DSP Partner To Help Advertisers Improve Profitability With Data Rated AudiencesCompany News Jun 18, 2026Truthset And Magnite Forge Direct Integration To Help Buyers And Sellers Optimize Campaign PerformanceCompany News Jun 16, 2026Why Data Quality Separates the Best from the Rest: Inside The Collective With PGM’s Michelle TavesCustomer Success Jun 5, 2026CTV Data Accuracy: Why It (Not Scale) Will Define the Next Era of CTVAnalysis May 7, 2026Truthset Integrates with Unified ID 2.0 to Help Media Buyers Improve Audience Precision and ProfitabilityCompany News Mar 5, 2026Eliminate the Data Accuracy Tax: Deep Dive Into Truthset’s Integration DatabricksAnalysis · Company News · Research Feb 26, 2026Truthset Launches Integration with Databricks via Delta Sharing to Provide Marketers Advanced Data Accuracy and Quality ControlsCompany News Feb 11, 2026Here’s How Much Inaccurate Data Will Cost CTV Advertisers In 2026Analysis · Company News

2025

Dec 4, 2025What We Just Found About IP Accuracy [VIDEO]Analysis Nov 18, 2025How Industry Standards Can Save Brands BillionsResearch Nov 13, 2025IP Address Accuracy: The Hidden Variable in CTV PerformanceResearch Nov 5, 2025CIMM and Go Addressable Release Landmark Report on IP-to-Household Accuracy, Highlighting Gaps in CTV and Audience-Based AdvertisingCompany News Sep 3, 2025Making Audience Accuracy Actionable With Truthset’s Data RatingsAnalysis Aug 18, 2025Why the Open Web Needs a Truth Standard for Data AccuracyAnalysis Jul 17, 2025Back-to-School Campaigns Are Here. Is Your Data Flunking Out?Research Jul 2, 2025Stop Measuring the Scoreboard. Start Measuring the PlaymakersAnalysis Jun 26, 2025The Hidden Cost of Media: Understanding the Data Quality Tax and How to Avoid ItAnalysis Jun 19, 2025Truthset Joins PMG’s Alli Marketplace to Bring Audience Data Accuracy to the Forefront of Modern MarketingCompany News May 30, 2025Stop Guessing, Start Connecting: Why Authentic Audience Data is the Only Ad Strategy That MattersAnalysis May 22, 2025AdAge: Measurement glossary: what marketers and agencies need to knowPress Coverage May 15, 2025Proxima Joins Truthset Data Collective, Validating Best‑in‑Class Data QualityCompany News May 8, 2025AdAge: Building an Unbreakable Data Supply Chain in a Cookieless WorldPress Coverage May 7, 2025AdAge: Truthset launches bond-style ratings for dataPress Coverage Apr 24, 2025Truthset’s Data Rated Audiences Set a New Standard for Marketing PrecisionCompany News Apr 22, 2025How Truthset’s Data Rated Audience Can Benefit YouCompany News Mar 20, 2025AdAge: What Marketers are Getting Wrong About Millions of WomenPress Coverage Jan 29, 2025AdExchanger: Swipe Right On The Perfect Data And Identity Partner: Your Marketing Matchmaker GuidePress Coverage

2024

Dec 31, 2024AdExchanger: Breaking Away From Low-Quality DataPress Coverage Dec 17, 2024Truthset Rolls Out ‘Record-Level Transparency’ To Help Data Providers Improve The Accuracy Of Consumer DataCompany News Oct 30, 2024Truthset Hires Visionary Audience and Identity Veteran Gregg Galletta as Executive Vice PresidentCompany News Oct 11, 2024Unlocking the Power of Accurate Data: Truthset-CIMM Study Reveals Opportunities and ChallengesResearch Oct 8, 2024Truthset Secures $5 Million in Series A Funding to Bring Accuracy, Collaboration, and Performance to Trillion Dollar Consumer Data IndustryCompany News Oct 6, 2024Truthset Achieves SOC 2 Compliance, Solidifying Commitment to Data Security and IntegrityCompany News Jun 15, 2024Experian Joins Truthset Data CollectiveCompany News

2022

Dec 7, 2022Truthset Data Collective Emerges from Private Beta, Unveils Suite of New Enterprise CapabilitiesCompany News Jun 10, 2022Location Attributes, Even When Data Is Great, It’s Not Perfect!Research May 25, 2022TelevisaUnivision and Truthset Offer Validated Audiences: Why Would You Buy Any Other Kind?Customer Success Apr 21, 2022Advertising to Households with Children?Analysis Apr 12, 2022For Advertisers Looking to Reach African American Audiences, Data May Not Be Your FriendAnalysis Mar 31, 2022Can You Reach Spanish-Speakers Accurately?Analysis Mar 23, 2022For Marketers, Accurately Advertising to Former Members of the Military is a ChallengeAnalysis Mar 15, 2022LBDigital Offers New Opportunities for Data Accuracy With Launch of “Truthset Scored” AudiencesCompany News Mar 9, 2022LiveRamp & Truthset Announce Partnership Providing New Access To Truthset’s Accuracy ScoresCompany News Mar 3, 2022Which Segments are More Accurate? Democrats or Republicans?Analysis Feb 16, 2022Is Targeting Small Business Owners Wasted Ad Spend?Company News Feb 15, 2022Inside the Data Providers Studio with FluentCustomer Success Feb 9, 2022No Wonder Advertisers Lost Faith in Demo TargetingAnalysis Feb 2, 2022Audience Inaccuracies Wreak Havoc on the Measurement IndustryAnalysis Jan 27, 2022Inside the Data Providers Studio with AlliantCustomer Success Jan 25, 2022Are you trying to reach parents with your marketing spend? Be careful what data sources you’re using.Analysis Jan 21, 2022Looking for a highly educated audience with your marketing spend? Check your data sources!Analysis Jan 18, 2022Truthset Hires Chip Russo as CRO and PresidentCompany News Jan 13, 2022Want to Capture Retirees’ Attention With Your Campaign?Analysis

2021

Dec 15, 2021One Last Holiday Push With Infutor’s “Truthset Scored” SegmentsCompany News Dec 14, 2021Inside the Data Providers Studio with V12Customer Success Dec 7, 2021How accurate are auto segments in advertising?Analysis Dec 2, 2021Truthset Wins I-COM ChallengeCompany News Nov 18, 2021Inside the Data Providers Studio with LBDigitalCustomer Success Nov 16, 2021Karlsgate and Truthset Partner to Bring Accuracy Measurement to KIECompany News Nov 10, 2021It’s Singles Day, But How Can You Find Singles? (Not a Dating App Ad!)Analysis Nov 4, 2021Need to Reach High Income Households?Analysis Oct 28, 2021Inside the Data Providers Studio with WebbulaCustomer Success Oct 27, 2021Truthscores Help LBDigital Make Quick Decisions on the Data Quality of Different SourcesCustomer Success Oct 7, 2021Why is Female Targeting More Accurate than Male?Analysis Oct 5, 2021We’re Working with Datarade to Bring More Transparency and Quality to the Global Data MarketplaceCompany News Oct 1, 2021State of Measurement TodayAnalysis Sep 23, 2021Measurement is a Team Sport; and Other Thoughts from the ARF’s audienceXscienceAnalysis Sep 20, 2021Asians Have Least Visibility Among Multicultural SegmentsAnalysis Sep 16, 2021Foxes, Henhouses, and Homework The State of Measurement Part 2Analysis Aug 30, 2021Find 180byTwo’s “Truthset Scored” Segments in LiveRamp’s MarketplaceCustomer Success Aug 24, 2021It’s August and all good marketers know what that means, back to school time!Analysis Aug 9, 2021Looking for pet owners? These and more attributes scored for Q3!Analysis Aug 2, 2021How do you find the elusive Gen Z online?Analysis Jul 27, 2021Truthset Adds Four More Data Providers in Q2 Scoring of Demographic 3P AudiencesCompany News Jul 23, 2021Gender Targeting, Better than a Coin Flip?Analysis Jul 14, 2021What percentage of spend targeting Hispanics is wasted?Analysis Jul 8, 2021Truthset named to AdExchanger’s Programmatic Power Players ListCompany News Jun 22, 2021Think your ads are reaching African American consumers? Think again…Analysis Jun 8, 2021What’s up with Hawaii?Analysis Mar 22, 2021Why Google’s FLoCs are a Faustian Bargain for MarketersAnalysis Mar 15, 2021Four Reasons Why Marketers Should Care (More) About Data QualityAnalysis Mar 9, 2021An Independent Review of an Independent Arbiter of TruthCompany News Mar 4, 2021Truthset and the ANA AIMM Release First of its Kind Multicultural Online Data BenchmarksResearch Feb 24, 2021Building Trust is Key in the Data EcosystemAnalysis Feb 17, 2021Truthset Launches Data Partner Badges ProgramCompany News Feb 4, 2021Onemata Partners with Truthset in their Quarterly Data Quality Truthscore ReleaseCompany News Feb 3, 2021Truthset Hires Marketing Veteran Wes Waterston in Response to Market Demand for Data QualityCompany News Feb 2, 2021Alliant Blog: Measuring Data Quality and Working with TruthsetAnalysis

2020

Nov 11, 2020Marketers, Want More Budget? Get Your Data RightAnalysis Oct 29, 2020Truthset Finds LBDigital Data Amongst the Most Accurate of Leading ProvidersCompany News Oct 27, 2020Truthset CEO Scott McKinley Talks to Mediapost About Ensuring Advancement Of Quality DataPress Coverage Oct 8, 2020Webbula ranks first in 28 key demographic categories in Truthset’s Q3 2020 Truthscore IndexCompany News Jul 30, 2020Age is Just a (Very Important) Number for MarketersAnalysis Jul 24, 2020V12 Uses Truthset to Showcase Data QualityCustomer Success Jul 22, 2020It’s Time For Data-Driven Marketing to EvolveAnalysis Jul 16, 2020The State of Data 2020Research Jul 6, 2020Data Quality, Truthset Seconds Academic ‘Tread Carefully’ Message; Offers Scalable SolutionResearch Jul 1, 2020Introducing Truth{set}: The World’s First Independent Data Quality ServiceCompany News Mar 28, 2020TechCrunch: Truthset Raises $4.75M to Help Marketers Score their DataPress Coverage

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The State of Data Accuracy 2026 report is available now.

100 stories, 2020–2026.

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