• by Ray Schultz , May 29, 2020

Truth{set} -- a company that measures the quality of consumer data -- has emerged from stealth with $4.75 million in seed funding.

The investment came from super{set}, WTI, Ulu Ventures, and from strategic angel investors.

Launched last year by veterans from Nielsen, Salesforce, LiveRamp, and Procter & Gamble, the firm serves such early partners as TransUnion, Epsilon, V12, Bridge, Verto Analytics, and Throtle.

Truth{set} helps marketers achieve success "in the market for data by establishing an independent, standard score to measure the quality of the consumer data that they are buying, using, and selling,” states Scott McKinley, CEO and founder of Truth{set}. 

Truth{set} offers what it calls Truthscores -- numerical scores between 0.00 and 1.00 that point out the accuracy of each data record and the attributes associated with it.

These will help data users make better decisions about sources and prices of consumer data, the company says. 

Truth{set}’s technology is compatible with leading DSPs, DMPs, and CDPs, it says. In addition, it integrates with such providers as Facebook, LiveRamp and The Trade Desk.  

The firm has a “mission of shining light on where each data provider wins, helping to cut through the crowded marketplaces, improving marketer performance, and reducing data buying sales cycles,” states Matt Spiegel, executive vice president for marketing solutions at credit bureau/data provider TransUnion.