The first initiative that lets the industry transact on data with a measured degree of accuracy. Leading data providers contribute their data to Truthset every quarter; a patented algorithm cross-validates every record against the pool and against ground truth, so every number in ID Max is checked against many sources rather than taken from one.
Participating providers span identity and credit data, email intelligence and people-based marketing. They submit their data for independent scoring and carry the Truthset badge that says so.
A selection of participating Data Collective providers; the full Collective spans 24+ contributing providers.
Prove it, independently. Benchmark your segments anonymously against the industry pool, bring third-party validation into every client meeting, and promote Data Rated segments on buying platforms, carrying the Truthset badge that says your data has been vetted and scored.
Earn on it. Participating providers’ records power Data Rated Audiences and ID Max reach expansion, a revenue stream where accuracy is what gets bought alongside scale and price. The Collective is how the market’s focus moves from “how many IDs” to “how many right.”
Every attribute in your file gets scored against deterministic ground truth and returned as an index, where the cohort average is set at 100. An index of 118 puts that attribute 18% above the market. An index of 82 tells you where to go to work, quarters before a buyer notices.
cohort average · scored per attribute · private to you
A graded audience carries a Data Ratings tier on every record. Buyers who have been paying flat rates for unverifiable audiences have a reason to pay a premium for yours, and you have something to defend the price with.
accuracy tiers · scored on every record
Run your file through ID Max and resolve it against 302M validated Person IDs and 129M households. Members see the same lift everyone else does on the files they bring in and the files they send out.
validated match-rate lift · vs. status-quo first-party matching
Participate in Data Rated Audiences and earn on audiences built from your contributed records. They activate through direct integrations with The Trade Desk, Yahoo, Magnite, FreeWheel and Databricks, which is distribution you are not buying your way into.
PII activation · no device-ID bridge in the path
The world’s largest data providers send Truthset their data each quarter, 5B emails, 140M postals and 25+ demographic attributes, into one anonymously benchmarked pool.
Truthset’s patented AI/ML process (US Patent 11,971,872; additional patent pending) evaluates, compares, and scores each record and attribute against the pool and against Truthset’s Validation Sets: independent, multisourced panels of deterministic, declared data covering 1.4M US consumers. The Validation Sets train the model; scores are then tested against a holdout group the model never saw, benchmarked to the U.S. Census and Pew.
The output is record-level accuracy scores and Data Ratings tiers (AAA–B) on every linkage and attribute in the Mastergraph. That is the validation layer every ID Max match inherits, record by record.
The market’s big identity bets run the other way: acquire one identity asset and route every client through it. One roadmap, one methodology, and every accuracy claim comes from the same company that built the graph. There is no outside check, and a weak match rate or coverage gap is inherited by every client on the graph at once.
The Collective is the structural answer: every number comes from cross-checking many providers against each other. If one provider’s data drifts or a relationship ends, the graph absorbs it. If a new source emerges, it gets evaluated in, and the architecture never has to change around it.
providers contributing quarterly
emails / postal addresses in the pool
US consumers in the Validation Sets, ground truth tested vs. holdouts
U.S. Census coverage