Precision at Scale: Truthset's Gregg Galletta On Data-Rated Audiences

We recently caught up with Truthset Executive Vice President Gregg Galletta to find out more about how the company is using its recently launched Data-Rated Audiences to help bring transparency and control to both buyers and sellers.

The Measure: How do you describe Truthset?

Gregg Galletta: We say we’re a data validation company, but what we’re really doing now is powering the ecosystem with transparency and control over data accuracy—for both activation and measurement.

TM: What is Data-Rated Audiences?

GG: We just announced the launch of Data-Rated Audiences, which gives the market a way to configure and select the level of accuracy they want when activating data. We’ve introduced a rating system—AAA down to B—that lets buyers and sellers choose the precision level of their audience data. Depending on the outcome you want or the channel you're activating on, different data quality levels may be appropriate. It’s fully configurable. The market can now decide: “Do I need top-tier precision here, or is a lower tier acceptable for this campaign?”

TM: Who’s providing the data, and how do you ensure scale with this level of precision?

GG: We're working with our Data Collective members who supply the inventory for these audiences. It’s a multi-source segment, which helps offset any loss in scale. You pick your desired accuracy level, and we source it from participating members. Then, we score those audiences—AAA, AA, A, B—based on the data quality.

We can either push the configured audiences directly to the brand's preferred activation endpoint, or we’ll partner with platforms to have them available on their shelves. Either way, it's just like buying data today—except now, you have control over the data quality level.

TM: What’s the feedback been like from data providers?

GG: They’re incredibly excited. This gives them a way to generate incremental revenue and differentiate their data in a crowded marketplace. When we made the announcement, about 90% of our data collective members reached out immediately to learn more. There’s clear demand for this level of transparency and control.