The Business Of Data With Jon Lafayette: Accuracy Matters

There is no question that data can be useful, but only to the degree that datasets can be trusted to be accurate and current. This week, we look at ways data quality can be assessed before it is used by advertisers to build campaigns. Also how platforms can incorporate good data into AI to help viewers find what to watch in a sea of choices. Dive in.

Databricks Users Get Access to Truthset Data Quality Tools

‘We can tune accuracy and scale at a census level, providing a new layer of control that makes advertising more profitable,’ says Truthset’s Scott McKinley

The data being used to target advertising isn’t great. A recent report from Truthset, which assesses data accuracy, said that marketers are wasting $7.4 billion because of inaccurate data.

 That’s good to know, but what can the industry do about it?

Now, Truthset says its data validation information is being made available via Delta Sharing within the Databricks data intelligence platform. [READ MORE]

Samsung Using Gracenote Data to Help Viewers Find Shows

There’s nothing like buying a new smart TV set these days. They’re bigger than ever, with brighter, sharper pictures. But the best thing a smart TV set can do for you is to help you find something to watch.

To help make that happen, Samsung Electronics has made a deal with Nielsen’s Gracenote unit to use Gracenote’s content data to deliver advanced search capabilities.

The companies say this means viewers will be able to find the TV shows, movies and sports programs they want in a more intuitive and conversational manner. [READ MORE]

ALSO WORTH READING

How Walmart Scored Olympics Win With Emotional Branding

Booking.com's Big Social Video Success

How Hershey's Won Hearts at the 2026 Winter Olympics

'Dance Moms' Waltzes to Watch-Time Win

The Art (And Science) of Measurement with Extreme Reach's Sherman Li