Today, Truthset announced a strategic partnership and direct integration with Magnite, the largest independent sell-side advertising company. The integration brings Truthset’s Data Rated Audiences directly into the Magnite platform, giving buyers and sellers greater transparency over the audience data powering campaigns to improve targeting accuracy, reduce wasted spend, and drive stronger campaign performance.
Truthset’s Data Rated Audiences are multi-sourced from participating members of its Data Collective and independently scored for accuracy (AAA-B). By embedding Truthset’s independently-validated data directly within Magnite, publishers can align audience accuracy with campaign goals to drive stronger advertiser outcomes. The integration uses deterministic identifiers to preserve the integrity of Truthset’s Data Rated Audiences as they are activated within the Magnite platform, enabling more accurate audience activation across premium inventory spanning connected TV (CTV), mobile, and the open web.
“We see data activation evolving toward more custom audiences with a stronger emphasis on data accuracy,” said Kristen Williams, SVP, Strategic Partnerships at Magnite. “By working with Truthset to make Data Rated Audiences available to our customers, we’re helping create a more frictionless experience for buyers and sellers seeking greater confidence in the quality of the data powering campaigns.”
“Unlike linear TV, CTV inventory is data-driven and targeted, which means it commands a premium and accuracy matters even more,” said Mike Treon, Head of CTV & Video Strategy, at PMG. “Having access to Truthset’s Data Rated Audiences helps ensure we’re making the most of media spend for our clients both on CTV and across other channels.”
“Premium CTV environments depend on high-quality audience data to deliver measurable outcomes,” said Jeremy Varner, SVP of Programmatic Sales and Partnerships at TelevisaUnivision. “Bringing Truthset’s Data Rated Audiences directly into Magnite is a meaningful step forward for transparency and trust across the ecosystem. It also reinforces the work we’ve done to validate our industry-leading Household Graph—the largest, most accurate dataset of Spanish-speaking and bilingual audiences ever measured, giving advertisers greater confidence in the audiences they reach and the outcomes they drive.”
“As the industry shifts toward outcomes-based advertising, the quality of the data powering campaigns has a direct impact on performance and monetization,” said Scott McKinley, CEO of Truthset. “Our integration with Magnite enables publishers and advertisers to activate independently rated audiences with greater confidence, helping improve campaign efficiency, strengthen performance, and maximize the value of premium inventory.”