Truthset was founded by former executives of Nielsen, Salesforce, LiveRamp and Procter & Gamble in 2019. 

The company measures the accuracy of record-level first, second, and third-party data for marketers and data providers by assigning scores between 0.00 and 1.00. 

Truthset secured the investment from Superset, WTI, Ulu Ventures and angel investors. 

Scott McKinley, chief executive and founder of Truthset, said the firm establishes “an independent, standard score” for the quality of consumer data bought, sold and used by companies.

Truthset has also partnered with behavioural analytics platform Verto Analytics to validate data from the media and adtech systems using Verto’s behavioural measurement panels.

The agreement will include verifying the validity of sources including probabilistic data from data management platforms (DMPs).

McKinley said: “We are using Verto’s single-source panel to improve our data models by using also deterministic and independent panel data, in combination with other data sources.”

Hannu Verkasalo, founder, Verto Analytics, said: “We are proud to see our panel-based deterministic data to feed into Truthset’s new platform to help with the validation and measurement of data quality, and to eventually bring more transparency to this world.”