Truthset
Truthset is an independent data science company that validates consumer demographic data accuracy using a patented algorithm and a census-calibrated database covering 1.4 billion emails. It serves advertisers, CTV platforms, broadcasters, and data providers through subscription-based validation and audience accuracy ratings.
- Company typePrivate
- Founded2021
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Truthset does
Truthset is an independent data science company that validates the accuracy of consumer demographic data for advertisers, Connected TV (CTV) platforms, broadcasters, agencies, and data providers. The company's core technology is a patented algorithm that evaluates, compares, and scores each record and consumer attribute for accuracy, drawing on a U.S. Census-calibrated database covering 1.4 billion emails and 133 million households with accuracy scores for 25+ advanced demographic attributes. Its product portfolio consists of four core modules — Audience Validation, Data Rated Audiences, Consumer Demographic Insights, and Identity+ — unified by a four-tier accuracy rating system (AAA, AA, A, B) and a collaborative network of 20+ data providers called The Data Collective.
Truthset monetizes through a subscription-based Data Validation-as-a-Service model, combining a product-led growth motion (free trial and self-serve web console for Data Rated Audiences) with enterprise direct sales for Audience Validation, Consumer Demographic Insights, and Identity+ deployments. Disclosed customers include major brands and platforms such as Heineken, Paramount, Televisa-Univision, VideoAmp, PGM, Open AP, and CIMM, and the company has secured direct integrations with Magnite (CTV/open web SSP), Unified ID 2.0 (identity), and Databricks (via Delta Sharing) to embed accuracy scoring into buyer and seller workflows. The company is headquartered in San Francisco, operates with 11-50 employees, achieved SOC 2 Type II certification, and is venture-backed, having closed a $5 million Series A led by Data Point Capital in October 2024.
Truthset firmographics
Firmographics- Name
- Truthset
- Legal name
- Truthset
- Website
- https://truthset.io
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Truthset is an independent data science company that validates consumer demographic data accuracy using a patented algorithm and a census-calibrated database covering 1.4 billion emails. It serves advertisers, CTV platforms, broadcasters, and data providers through subscription-based validation and audience accuracy ratings.
- Ownership category
- akta.pro rank
Truthset industry classification
Industry- Product category
- Marketing Data Validation Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Data Quality, Validation & Ground Truth Auditing (HDAAALAF)
Keywords
Where Truthset is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Markets served
Truthset business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Data Validation-as-a-Service: Subscription-based data accuracy measurement services for brands, measurement firms, and data providers. Truthset provides data accuracy validation, scoring, and certification services that help clients improve marketing outcomes and reduce data waste.
- Data Rated Audiences: Self-serve platform offering configurable accuracy scoring for consumer demographic data, with tiered accuracy ratings (AAA, AA, A, B) enabling immediate measurement and activation of high-confidence audiences
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Data Rated Audiences free trial |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Truthset product offering
Product offeringCore offering
Truthset is a data validation-as-a-service company that measures, scores, and certifies the accuracy of consumer demographic data used in advertising. Using a patented algorithm and a census-calibrated database covering 1.4B emails and 133M households, it issues record-level Data Ratings (AAA, AA, A, B) and offers standalone products for audience validation, demographic insights, accuracy-rated audience activation, and identity graph strengthening.
Product overview
Truthset is an independent data science company offering a unified data validation-as-a-service platform with multiple integrated modules. The core product portfolio consists of Audience Validation, Data Rated Audiences, Consumer Demographic Insights, and Identity+ — all powered by the patented Data Ratings algorithm and The Data Collective network of 20+ data providers. The platform operates on U.S. Census-level coverage of 1.4 billion emails and 133 million households, providing accuracy scores for 25+ demographic attributes. Products work together to measure, score, improve, and activate accurate consumer data across the advertising ecosystem.
Differentiator
Problem solved
Functional benefit
Products and services
- Audience Validation Validates the accuracy of consumer demographic data to improve marketing ROI for brands and advertisers. Improves first-party data fidelity, reduces third-party data costs, and removes database errors to prevent marketing waste.
- Data Rated Audiences Provides configurable accuracy ratings (AAA, AA, A, B tiers) for consumer data files, enabling instant measurement of demographic data accuracy, extension of audience scale with high-confidence attributes, and 1:1 audience activation with major platforms.
- Consumer Demographic Insights Turns customer lists into customer intelligence by revealing precise demographic profiles of consumers from any data file, even from email addresses alone, supporting persona development, segmentation, and strategic planning.
- Identity+ Strengthens identity graphs to improve monetization by validating accurate identities of customers. Embeds validated, privacy-safe identity within platforms to achieve effective targeting, higher match rates, and greater scale without reducing quality.
- The Data Collective Collaborative network of 20+ leading data providers that validates data accuracy. Provides U.S. Census-level coverage of 1.4B emails and 133M households with accuracy scores for 25+ advanced demographic attributes.
- Data Ratings First-ever objective accuracy scores for record-level consumer data using four accuracy tiers (AAA, AA, A, B). Provides transparency and trust in data quality for the advertising industry.
Quantifiable outcome
- 30-60% improvement in demographic targeting accuracy
- +3 more outcomes
Companies that use Truthset
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles4 records
Truthset technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability2 records
Feature4 records
Truthset partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- MagnitecoreDirect integration with Magnite's CTV and open web supply-side platform to help buyers and sellers optimize campaign performance through Truthset's data accuracy scores
- Unified ID 2.0coreIntegration with Unified ID 2.0 to help media buyers improve audience precision and profitability by validating identity accuracy within the UID 2.0 ecosystem
- DatabrickscoreIntegration via Delta Sharing to provide marketers advanced data accuracy and quality controls directly within the Databricks data intelligence platform
- Go AddressableminorCollaborates on audience measurement initiatives across addressable TV providers, though primary partnership involves other data providers like Blockgraph, Epsilon, Experian, and TransUnion
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Truthset competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Truthset social profiles
Digital presenceTruthset compliance and trust
Trust signalCompliance1 record
Truthset financial estimates
Financial estimateRevenue estimate
Valuation estimate
Truthset leadership team
Management profileNumber of profiles
Profiles2 records
Truthset funding detail
Funding detailFunding overview
Funding rounds3 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Truthset M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Truthset
What does Truthset do?
Truthset is a data validation-as-a-service company that measures, scores, and certifies the accuracy of consumer demographic data used in advertising. Using a patented algorithm and a census-calibrated database covering 1.4B emails and 133M households, it issues record-level Data Ratings (AAA, AA, A, B) and offers standalone products for audience validation, demographic insights, accuracy-rated audience activation, and identity graph strengthening.
Is Truthset a public or private company?
Truthset is a private company. It is classified as venture growth investor backed and is currently operating.
When was Truthset founded?
Truthset was founded in 2021. It employs 11 to 50 people.
Where is Truthset based?
Truthset is headquartered in San Francisco, United States, in the North America region.
How does Truthset make money?
Two revenue lines are on record. Data Validation-as-a-Service is the primary driver. The others are data Rated Audiences.
Does Truthset have an API?
No public API is recorded for Truthset.
What industry is Truthset in?
Truthset's product category is Marketing Data Validation Software. Its primary akta.pro industry code is HDAAALAF, Data Quality, Validation & Ground Truth Auditing. Its NAICS code is 518210 and its SIC code is 7372.