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  • McKenna Sweazey

For marketers, accurately advertising to former members of the military is a challenge.

If you’re looking to target current and former members of the military, who are often eligible for unique marketing communications, you might be surprised to know that those segments are not as accurate as you might have hoped.

In our assessment of different data segments, audiences supposedly containing those who have served in the military ranged in accuracy .22-.81, using Truthscores ™, our proprietary scoring system for demographic data accuracy.

And the average? Just .37. Meaning more than 60% of budget spent on those audiences would be wasted!

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, available wherever you buy 3rd party segments, like LiveRamp Data Marketplace, Adobe’s AAM, Lotame, The Trade Desk, Xandr, AdSquare, Salesforce/Krux, etc.

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 IDs of people who have served in the military. 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.

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