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Measuring Data Quality with Truthset

By Chris Hemick on February 2, 2021

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Chris Hemick

Sr. Director, Marketing


Last updated: July 2021

In late 2020 Alliant kicked off a partnership with Truthset, a data intelligence company focused exclusively on validating the accuracy of consumer data. With data buyers rightfully calling for more transparent and quality data, the Alliant team actively seeks opportunities to validate our solutions in a way that provides brands and agencies confidence in their investment.

Alliant was among the first to be certified in the IAB Tech Lab’s Data Transparency initiative, which provides buyers insight on how a provider builds and delivers their solutions. Truthset takes the appropriate next step, assessing the quality of the data. They do not sell data and are not a data broker, rather they compile the likelihood of truth for any individual record that can be used to validate the accuracy of data and power more accurate consumer interactions.

“The decision to partner with Truthset was an easy one”, said Donna Hamilton, Alliant’s SVP of Data Acquisition and Activation. “Buyers don’t have the luxury of seeing what goes on behind the scenes at their data partners day to day. We work diligently every day to produce the most accurate audiences for digital campaigns. Truthset allows us to validate the extensive steps we take and provides our clients with confidence about the quality of our data solutions.”

“Data sellers that work with Truthset can use our independent Truthscores to showcase their strengths to win new business, and also can strategically diagnose areas for improvement.”, said Scott McKinley, CEO of Truthset. “Brands and agencies that work with companies like Alliant can have peace of mind that they are working with a provider that is constantly building on their strengths in data quality"

Latest Results

Alliant’s data was compared with 15 other leading data companies for Truthset’s Q2 2021 Data Quality Truthscore release. The Truthscore™ Index is a measure of a provider’s overall data quality within a given attribute segment, relative to the entire cohort of data providers for the same segment.


▪ Automotive, a new category for 2021, saw amazing performance where Alliant ranked #1 for vehicle type and assignment of luxury and standard car ownership, specifically scoring an index of 142 on luxury car ownership


▪ Alliant over-indexed in every age category ranking #2 overall, also ranking in the top 5 when combining age and gender


Alliant ranked #3 in Relationship Status, a challenging audience for the industry, and is 35% more accurate than the average data provider at assigning married individuals


In the Q2’21 release Alliant also provided expanded data sets to participate in the ANA AIMM Multicultural Data Quality Benchmark study, which is conducted by Truthset in partnership with Sequent Partners. This is an initiative that aligns with our goal of driving awareness for inclusiveness in audience targeting.


Truthset - AIMM Seal - TransparentBackground

Where do we go from here?

Truthset’s Q2 2021 Data Quality Truthscore release was another step on our journey to building the best and strongest solutions for our clients and partners. Now in our third quarterly scoring, we've implemented changes through the learnings we’ve gathered. Some examples include modifying email linking within our identity graph, refining segmentation criteria, and engaging our own data partners on how we can jointly improve our solutions.

We are committed to ongoing evaluation of our audiences and will be participating in Truthset’s next quarterly scoring for Q3 2021. Have questions about Alliant Audiences or Truthset? Just drop us a line and we’d be happy to schedule time to schedule time. To learn more about Truthset, visit

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