Which segments are more accurate? Democrats or Republicans?
Political affiliation is an important set of segments for many marketers looking to get their messages out to the voting population and drive understanding of different topics. For Republicans and Democrats, the data isn’t too bad, though far from stellar.
The average Truthscore ™ for Republican segments is .76, while for democrats it is .7. That means that buyers of these segments are wasting about ¾ of their targeting spend on the wrong people.
And for Independents? Who might be even more valuable for certain issues? That Truthscore™ drops to .36! Meaning about 64% of that targeting spend is 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 different political affiliations. 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.