Are you trying to reach parents with your marketing spend? Be careful what data sources you’re using

Many marketers direct ads at the coveted “presence of children” audience, knowing they direct a large proportion of grocery spending. But are they actually reaching those audiences? In our work, scoring data and measuring audiences, we see a lot of inaccurate data and this segment is no different. In one CPG campaign, using PMPs from top-tier publishers, the advertiser was only 40% on target for their desired audience, meaning 60% of those impressions went to audiences they weren’t looking to reach.

So how do you avoid spending money on those records that aren’t in your target market? It’s simple! The easiest way to improve your targeting is to use Truthset Scored segments from our data provider partners, available wherever you buy 3rd party segments, like LiveRamp Data Marketplace, Adobe’s AAM and TubeMogul, Lotame, The Trade Desk, Xandr, AdSquare, Salesforce/Krux, etc. Just search for “Truthset Scored.”

Truthset Scored segments only include the records that meet a threshold for accuracy, meaning we’ve removed the IDs least likely to be the purported attribute of the segment, in this example “presence of children” IDs. This leaves only the more validated IDs for advertisers to run their impressions against.

If you have any questions about how you can improve the ROI of your marketing with independently validated audience segments, contact us.