Identity Validation & Expansion

**Overview**
Our methods and tools support you and your data partners to improve and expand your own graph, increasing accuracy, while also expanding your graph's interoperability with the rest of the advertising and marketing ecosystem.

Maximize the value of 1st party and licensed 2nd and 3rd party Identity data by working with Truthset to score and effectively assemble an Enterprise Proprietary Identity Graph. Results in the highest fidelity of linkages between identifiers (e.g., postal, email, phone) and individual and household IDs. Enables configurable accuracy and scale to custom tune Identity Resolution based on use cases.

**Use cases**
- Build your proprietary identity graph, by validating and scoring 1st & 3rd party identity data. Configure your graph for scale vs. accuracy using Turthset's patented Truthscores.
- Increase your reach and yield across various platforms, thanks to higher match rates from Truthset's participating data collective partners.
- Increase ad performance & revenue by improving campaign accuracy and reach
- Truthset improves data accuracy for individual and household identifiers by 30-50%.
- Truthset improves reach by providing additional email addresses that have also been validated by Truthset, and provided by participating data collective partners.
- As a publisher, validate data for campaign measurement, to improve measurement accuracy and avoid make-goods.

**Product details**
The world’s largest data providers regularly send Truthset their data for evaluation. Using a proprietary calibration panel, combined with our patented algorithms, Truthset evaluates, compares, and scores each record and consumer attribute. Truthset produces accuracy scores to measure and improve data attributes for every identity (over 87 billion Truthscores ...and counting). This results in deterministic, validated data for nearly every person and household in the US.

Truthset assesses the accuracy and reliability of each identity using numeric Identity Truthscores (ranging from 0–1.0) and Data Identity Ratings (AAA, AA, A, B). This scoring system ensures that all identity extensions are trustworthy and measurable.

The four different Data Identity Ratings quality tiers are outlined below, along with an example use case for each:
- Premium (AAA): High-accuracy customer analytics, seed file creation, modeling, training AI
- High (AA): Clean room use cases, or targeted campaigns for CTV and other high-cost inventory
- Medium (A): Invite customers to update their contact information; and/or build targeted digital campaigns, which align with measurement
- Low (B): Suppress from Enterprise Identity Graph, and supplement with more highly rated data, and/or use only for broad-reach digital ad campaigns

If desired, data for any rating tier(s) can be expanded by licensing incremental data sourced from providers in the Truthset data collective.

**Additional Insights**
The State of Data Accuracy: https://truthset.netlify.app/