What We Just Found About IP Accuracy [VIDEO]
The industry already knows there’s a problem with IP-to-postal address accuracy. And now that we’ve got the data to show just how big a problem it is, and where the causes lie, we can now do something about it. Our recent report sought to answer two questions: How accurate are IPs linked to postal addresses, […]
Making Audience Accuracy Actionable With Truthset’s Data Ratings
In advertising, everyone agrees that accuracy matters. But too often, accuracy lives in the abstract like a principle to aspire to rather than a metric to operationalize. Marketers know bad data is costing them money, but they have lacked an easy and reliable way to measure, compare, and improve the quality of the audiences they […]
Why the Open Web Needs a Truth Standard for Data Accuracy
Marketers are meticulous about budgets, creative, and campaign timing. Yet, one of the most influential factors in performance—data accuracy—too often gets little more than a passing glance. The result is a silent performance tax paid of wasted impressions, underperforming campaigns, and money funneled to the wrong audiences or audiences that don’t even exist. This trust […]
Stop Measuring the Scoreboard. Start Measuring the Playmakers
In marketing, outcomes are the ultimate currency. But somewhere along the way, the obsession with proving outcomes overtook the pursuit of understanding what drives them. And that’s where the system started to break. Financial impact is the north star. But marketers aren’t magicians and can’t conjure outcomes out of thin air. Outcomes are created with […]
The Hidden Cost of Media: Understanding the Data Quality Tax and How to Avoid It
What if I told you that for every dollar your business spends on digital advertising, 40 to 60 cents disappears into the adtech supply chain before your ad even reaches a customer? And of the remaining 25 to 40 cents meant for actual ad delivery, only 20 percent lands in front of the right audience. […]
Stop Guessing, Start Connecting: Why Authentic Audience Data is the Only Ad Strategy That Matters
Remember the “good old days” of advertising? Mad Men, catchy jingles, and a general sense that a clever campaign could charm anyone into buying anything? Well, those days are long gone. Today, in the trenches of digital advertising, your secret weapon isn’t a flashy ad. It’s knowing your audience better than they know themselves. The […]
Advertising to Households with Children?
Households with children are a prime advertising demographic for some advertisers: toy manufacturers, snack companies, e.g., anyone looking to target mothers who disproportionately determine the spending of CPG budgets across households. And it makes sense to combine that information with household income. If you’re selling lower-priced or store-brand goods, finding a sweet spot of middle […]
For Advertisers Looking to Reach African American Audiences, Data May Not Be Your Friend
We looked at an assortment of advertising segments purported to be African Americans across the 3rd party data ecosystem. According to our accuracy scoring method, the rate at which these segments accurately identified/reached African American audiences ranged from .12 to .66. And the average was .27. That means, on average, for every dollar spent targeting […]
Can You Reach Spanish-Speakers Accurately?
What language people speak at home can be a compelling piece of information for marketers. And while we have looked at Hispanic segments before and found they did not have great accuracy rates, if you’re only looking for Spanish speaking people, you might have much better luck with your targeting. The range of on target […]
For Marketers, Accurately Advertising to Former Members of the Military is a Challenge
If you’re looking to target current and former members of the military, who are often eligible for unique marketing communications, you might be surprised to know that those segments are not as accurate as you might have hoped. In our assessment of different data segments, audiences supposedly containing those who have served in the military […]