Advertisers can now activate independently validated audiences directly in the Yahoo DSP, extending across CTV, mobile, and the open web powered by Yahoo ConnectID
San Francisco, CA — July 16, 2026 — Truthset, the leader in data accuracy and validation, today announced an integration with Yahoo Demand Side Platform. The partnership enables advertisers to activate Truthset’s Data Rated Audiences (AAA-B) within the Yahoo DSP across connected TV (CTV), mobile and the open web using Yahoo ConnectID.
Through this integration, advertisers can match Truthset’s Data Rated Audiences to Yahoo ConnectID on a 1:1 basis, enabling more accurate audience targeting across the open web. Truthset’s audiences are independently scored for accuracy and are multi-sourced from participating members of the Truthset Data Collective, helping advertisers reduce wasted spend and improve campaign performance.
“Advertisers today are demanding both scale and accuracy in their identity strategies,” said Jessica Rocco, Senior Director of Business Development at Yahoo DSP. “By integrating Truthset’s Data Rated Audiences into the Yahoo DSP using Yahoo ConnectID, marketers can activate addressable audiences backed by authenticated signals and independent validation, helping drive stronger performance across CTV and the open web.”
Yahoo ConnectID is a people-based identifier built on authenticated, privacy-consented signals such as hashed email addresses from direct consumer relationships across Yahoo’s owned and operated properties and a network of trusted partners This enables advertisers to find their high-value audiences across premium inventory on the open web and across channels.
“The industry is realizing that inaccurate data can drive 30–60% of media waste,” said Gregg Galletta, President at Truthset. “This partnership gives advertisers broad access to independently validated audiences they can activate across channels within Yahoo DSP, with confidence they’re reaching the right people.”
This integration delivers several key benefits for advertisers:
- Activation across authenticated identity infrastructure using Yahoo ConnectID
- Higher audience precision powered by Truthset’s independent data validation
- Improved media efficiency by reducing mistargeting and wasted impressions
- Expanded reach across CTV and premium publisher inventory
In a challenging economy and with consumer privacy concerns at all-time highs, marketers need to be sure they aren’t lighting limited dollars on fire by using inaccurate or compromised data. Truthset’s Data Rated Audiences are designed to work across leading identity frameworks and activation platforms, giving advertisers true precision backed by opt-in data. Less waste, more revenue—the Truthset way.
About Truthset
Truthset is a data intelligence company focused exclusively on validating the accuracy of consumer data. The company helps brands build trust in data and improve the performance of any data-driven activity. Truthset does not sell data and is not a data broker; it compiles a likelihood of truth for any individual record that can be used to validate the accuracy of data and power more accurate consumer interactions. Truthset was founded in 2019 by industry veterans from Nielsen, Salesforce, LiveRamp, and Procter & Gamble. Truthset is funded by venture investors. The company is headquartered in Oakland, California.
