Company News Modeling & Analytics Programmatic Strategy

Measuring Data Quality with Truthset

By Donna Hamilton on February 2, 2021

Stay up to date

Back to main Blog
Donna Hamilton

Chief Innovation Officer

Last updated: March 2023

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 Chief Innovation Officer. “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 20 other leading data companies for Truthset’s Q4 2022 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.



▪ Alliant ranked #2 this quarter for age overall, and over-indexed for all age-related attributes for the third consecutive quarter, including Age+Gender, Age+Hispanic, Age+Presence of Children. Alliant is the #1 provider for Age: 65+ demo.


▪ Alliant ranked #2 in Relationship Status, a challenging audience for the industry. With a Truthscore™ Index of 122, Alliant data is 22% better than the average at assigning marital status of individuals.


▪ Alliant ranked #3 in Political Status and over-indexed in every political party affiliation category. Political Party Affiliation Overall was 13% more accurate than the average data provider!


In the Q4’22 release Alliant continued to provide 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. Alliant's multicultural audiences over-indexed across the board.


Truthset - AIMM Seal - TransparentBackground

Where do we go from here?

Truthset’s Q4 2022 Data Quality Truthscore™ release was another step on our journey to building the best and strongest solutions for our clients and partners. After our second full year of quarterly scoring, we will continue to implement changes through the learnings and takeaways from every quarter. 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 Q1 2023. 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

View Full Taxonomy


Submit a Comment

Stay up to date