Truthset, a leading data validation-as-a-service startup, raised $5 million in Series A funding to expand its reach within the advertising industry. The funding round was led by Data Point Capital, with contributions from over 20 industry insiders.
Truthset is focused on validating the accuracy of consumer data. Unlike data brokers, Truthset does not sell data. Instead, it compiles a likelihood of truth for individual records to validate accuracy and enable more precise consumer interactions. Founded in 2019 by industry veterans from Nielsen, Salesforce, LiveRamp, and Procter & Gamble, Truthset is funded by venture investors and headquartered in San Francisco.
The startup scores data to help marketers build accurate targeting segments at census scale. Marketers can implement “Truthset Inside” across their first-party or third-party data to verify data quality independently. Advertisers can also buy “Truthset Scored” segments in the programmatic ecosystem, ensuring accurate audience targeting.
“Consumer data drives a trillion-dollar industry, yet accuracy has often taken a back seat to scale, creating a clear opportunity for innovation,” said Mike Majors, Managing Partner at Data Point Capital. “We’re excited to support Truthset’s mission to enhance data accuracy, laying the foundation for a more effective and sustainable digital ecosystem that benefits advertisers, publishers, and consumers alike.”
Truthset’s platform serves as the benchmark for consumer data accuracy, validating segments against a census-calibrated database of 1.27 billion hashed emails and 147 million households. Trusted by brands, agencies, and media companies, Truthset supports TelevisaUniversal’s Hispanic Data Graph and measures first-party data and targeted campaigns for clients like Heineken, helping eliminate wasted impressions on inaccurate audiences and ensuring effective marketing spend.
The new funding will help Truthset enhance its platform, develop solutions for challenges such as identity resolution and third-party cookie deprecation, and make strategic hires to grow its media and advertising partnerships. The startup has also formed the Data Collective, bringing together data providers including Experian, TransUnion, and Epsilon to benchmark data accuracy and drive industry standards.
“Amid a challenging funding landscape, the backing from institutional investors and industry veterans is a strong endorsement of our mission,” said Scott McKinley, CEO of Truthset. “This capital will allow us to extend our market leadership, deepen our client relationships, and integrate data validation directly into where data is bought, sold, and transacted, ultimately improving advertising performance and profitability.”
Truthset’s transparency, accountability, and quality approach has earned recognition from major brands. “Data quality is very important to Hershey. We value the Truthset approach when selecting our addressable media investments and measuring their performance,” said Amy Good, Director of Integrated Media at Hershey.
Truthset also hosted industry leaders like Kevin Dean (COO, Infutor) and Rebekah Kennedy (Director of Consumer Data Strategy, Heineken) to discuss their perspectives on the cookieless future and the importance of data accuracy, demonstrating the critical role that data quality plays in shaping targeted advertising.
