Truthset

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.

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

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

• Data validation services
• Consumer data accuracy
• Audience validation
• Data accuracy scoring
• Marketing data intelligence

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core 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

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability2 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• MagnitecoreTechnology or Integration · 18 June 2026Direct 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 2.0coreTechnology or Integration · 7 May 2026Integration with Unified ID 2.0 to help media buyers improve audience precision and profitability by validating identity accuracy within the UID 2.0 ecosystem
• DatabrickscoreTechnology or Integration · 26 February 2026Integration via Delta Sharing to provide marketers advanced data accuracy and quality controls directly within the Databricks data intelligence platform
• Go AddressableminorStrategic or Co-development PartnerCollaborates 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

Market position

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/truthset
• Xx.com/TruthsetData

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Truthset