The integration gives advertisers the ability to match and activate audiences that are independently scored for accuracy
San Francisco, CA — May 7, 2026 — Truthset, the leader in data accuracy and validation, today announced its integration with Unified ID 2.0 (UID2), an open-source, privacy-conscious identifier designed by The Trade Desk to help advertisers reach authenticated audiences across the open internet with transparency and precision.
With this integration, media buyers can match Truthset’s Data Rated Audiences with UID2s on a 1:1 basis, unlocking more accurate activation across authenticated publisher inventory, including connected TV (CTV), mobile, and web. Truthset’s Data Rated Audiences will soon be available in The Trade Desk’s data marketplace, giving buyers seamless access to independently validated demographic segments at scale. These audiences are multi-sourced from participating members of the Truthset Data Collective and independently scored for accuracy, helping marketers reduce wasted spend and improve campaign profitability.
UID2 supports this activation through a privacy-first, consumer-consented identity framework, using encrypted, hashed email or phone number to enable addressability without reliance on third-party cookies or probabilistic signals such as IP addresses. Together, Truthset and UID2 help advertisers reach real people with greater confidence, while respecting consumer choice and data privacy.
“As the industry moves beyond cookies, accuracy and accountability in audience data matter more than ever,” said Gabe Richman, GM, Global Identity at The Trade Desk. “Truthset’s integration with Unified ID 2.0 brings an added layer of transparency and validation to identity-driven advertising, giving marketers a more durable, privacy-conscious way to activate audiences they can trust across the open internet.”
This integration delivers key benefits for advertisers:
- Privacy-first activation using encrypted, user-consented identifiers
- Higher audience fidelity powered by Truthset’s independent Data Ratings
- Improved efficiency and performance by reducing intermediaries and mistargeting
“This integration is about enabling advertisers to transact on validated audiences,” said Gregg Galletta, President at Truthset. “By making Data Rated Audiences interoperable with UID2, we’re removing 30–60% of waste caused by mistargeting and ensuring marketers reach real people, on real inventory, with precise accuracy at census scale.”
Integrations like this reflect the importance of industry collaboration and innovation in building a more transparent, interoperable, and privacy-forward advertising ecosystem. By combining independent data validation with open identity infrastructure, partners across the ecosystem can deliver better outcomes for advertisers while reinforcing trust with consumers.
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.
