The Big Takeaways
- Truthset data validation is now available in the Databricks Data Intelligence Platform via Delta Sharing, giving brands and agencies direct access to configurable consumer data accuracy within their existing workflows.
- Marketers can tune accuracy vs. scale using Truthset’s Data Ratings (AAA–B), helping eliminate the 30–60% of wasted ad spend caused by mis-targeting from inaccurate data.
- Integration with Databricks Clean Rooms and activation into The Trade Desk’s UID2 preserves data accuracy from ingestion through activation while reducing ad-tech costs and complexity.
The Announcement
Truthset today announced the availability of its data validation solutions via Delta Sharing within the Databricks Data Intelligence Platform, bringing new transparency, configurability, and accuracy controls to brands, agencies, and publishers across the marketing ecosystem.
“For years, marketers have been stuck with a ‘one-size-fits-all’ approach to consumer data, often sacrificing accuracy for scale,” said Scott McKinley, CEO of Truthset. “Now, we can tune accuracy and scale at a census level, providing a new layer of control that makes advertising more profitable by eliminating the mis-targeting that erodes 30-60% of every ad dollar.”
The partnership provides Databricks customers with streamlined access to advanced data accuracy tools directly within their existing workflows. Through Delta Sharing, Databricks’ open source approach for secure cross-platform data sharing, Truthset’s Data Rated Audiences and Data Validation are now available on the Databricks Data Intelligence Platform, enabling customers to:
- Evaluate the accuracy of first-party or licensed consumer data
- Configure accuracy with Truthset’s Data Ratings (AAA to B)
- Multi-source Data Rated Audiences from participating members of the Truthset Data Collective
- Seamlessly tune accuracy and scale to align with specific campaign and analytics goals
The partnership also supports secure, direct activation into The Trade Desk’s UID2, an identity framework built on Databricks Clean Rooms, inventory and authenticated publishers, streamlining workflows for marketers. Databricks Clean Rooms allows brands and partners to collaborate and join sensitive datasets in a protected environment without ever exposing or moving the underlying raw data. This preserves accuracy and scale from data creation to distribution to media activation, while lowering operational costs by eliminating unnecessary intermediaries and reducing ad-tech “tax” fees.