Home / Products / Data Rated Audiences
The product

Validated audiences at census scale, available where you activate.

Audiences built from the Truthset Data Collective, with the accuracy of every record scored against ground truth before it reaches a platform. Buy them where you already buy. Sell them where you already sell.

What you get

An audience that comes with its own report card.

Most third-party audiences arrive with a name, a count and a promise. A Data Rated Audience arrives with a Data Ratings tier (AAA–B) on every record, scored against Truthset’s Validation Sets of deterministic ground truth covering 1.4M US consumers.

You set the threshold. Tighten it when you are measuring, open it when you are reaching, and know at all times which records are which.

24+

providers contributing quarterly

95%

U.S. Census coverage

25+

validated demographic attributes

AAA–B

Data Ratings tiers on every record

Data Rated Audiences builder: source records and incremental records from the Data Collective shown separately, broken out by Data Ratings tier AAA through B, each tier carrying its own volume, accuracy and CPM, with tier checkboxes controlling what is included
Source data and incremental data from the Collective, configurable by Data Ratings tier. Each tier carries its own volume, accuracy and price.
What goes in, what comes back

Validated ID keys and attributes on every person and household record.

Everything below runs on declared identifiers. Every attribute and every link carries its own Data Ratings tier, so a buyer can see what a record is fit for before they use it.

Identity keys

What you can match on

EmailHashed or clear.
PhoneMatched to the person, then extended to the household.
NamePaired with postal or phone to resolve an individual.
PostalResolves the household and every validated person in it.
What comes back: a Person ID (302M validated people) and a Household ID (129M households). Every person carries its household, and every household knows its people.
Never accepted

What stays out of the match

Truthset does not accept device identifiers, on the way in or on the way out. They cannot be validated against ground truth, and they are why match rates drift between the file you verified and the impression that serves.

cookiesMAIDsIP addressesCTV IDs
IP-to-email and IP-to-postal bridges measure 13–16% accurate in CIMM benchmarking. That is the gap declared identity closes.
Validated attributes · 25+ · each with a Data Rating

What every audience can be built and described on

Core demographics

Age 18–65+GenderHousehold incomeMarital statusHome ownershipPresence of childrenEducationEmploymentEthnicityGeo · region / state / DMA

Advanced demographics

Car ownerLuxury vs standard carCar manufacturerPet · cat · dog ownerLegal drinking ageLanguage preferencePolitical statusMilitary statusSmall business owner

Identity links scored

Person ID carriesNameEmailsPhone
Household ID carriesPeople per household
Source: Truthset Data Collective 2026, current scored attributes. Data Ratings tiers AAA–B on every attribute and every link.
Is-alike expansion

Grow from your seed on demographics you can see.

The Is-alike model takes the demographic characteristics of your seed segment, finds identities inside Data Rated Audiences that share them, and delivers those people to your destination.

It is a demographic similarity model. It does not model purchase or behavioral propensity, and it does not hide the basis for inclusion behind a score you cannot inspect.

Delivery runs two ways. Where Truthset has a platform integration, the audience pushes straight into that platform. Everywhere else it moves as a 1:1 PII match on declared identifiers.

Every expanded record carries the same Data Ratings grading your matched seed carries, so growth never quietly costs you accuracy.

Modules

Three ways to build.

MODULE

Demographic Profile

A validated demographic and identity read on the audience you already have, before you spend against it.

MODULE

Seed Expansion

Grow from your matched seed with validated Collective records. Include or suppress your originals, your call.

MODULE

Census-Target Reach Expansion

Build toward a census-representative target straight from the Data Collective when your seed is not the ceiling you want.

ID Max demographic insights: customer profile for 499,999 analyzed customers at an 89.8% match rate, with top segments by dimension (gender, age, income, region, home ownership, education) and full distributions for gender, age, and household income
The customer profile behind the match. Top segments and full distributions across 25+ validated attributes.
Where they run

Live in the platforms you already use.

Data Rated Audiences are directly integrated into The Trade Desk, Yahoo, Magnite, FreeWheel and Databricks, with the wider ID Max stack interoperable across dozens more marketplaces, DSPs and publishers. Inside FreeWheel’s ad-buying platform, accuracy is checked at activation rather than discovered in a post-campaign report.

ADVERTISER 1P AUDIENCE emails · phones · postals one hop DATA RATED AUDIENCES 1:1 validated match live inside FreeWheel’s ad-buying platform accuracy checked at activation, not after one hop VERIFIED CTV IMPRESSIONS person-level · no device-ID bridge The match rate you verified is the match rate that runs.
Verify the audience before the impression serves. The path is live today via FreeWheel.
SEE THE FULL INTEGRATION MAP →
Get started

Talk to us about Data Rated Audiences.

Data Rated Audiences resolve on declared identifiers only (email, phone, name and postal) and never on device IDs. Data Ratings tiers are scored against Truthset Validation Sets and benchmarked to census.

See your validated number on your own file.

Free Match Test · up to 100K records · report in days
Request your Match Test