The partnership gives brands, agencies, and publishers the ability to evaluate and tune the accuracy of consumer data to increase profitability
San Francisco, CA — Feb. 26, 2026 — Truthset, the leader in data accuracy and validation, today announced the availability of its data validation solutions via Delta Sharing within the Databricks Data Intelligence Platform, bringing new transparency, configurability, and accuracy controls to brands, agencies, and publishers across the marketing ecosystem.
“For years, marketers have been stuck with a ‘one-size-fits-all’ approach to consumer data, often sacrificing accuracy for scale,” said Scott McKinley, CEO of Truthset. “Now, we can tune accuracy and scale at a census level, providing a new layer of control that makes advertising more profitable by eliminating the mis-targeting that erodes 30-60% of every ad dollar.”
The partnership provides Databricks customers with streamlined access to advanced data accuracy tools directly within their existing workflows. Through Delta Sharing, Databricks‘ open source approach for secure cross-platform data sharing, Truthset’s Data Rated Audiences and Data Validation are now available on the Databricks Data Intelligence Platform, enabling customers to:
- Evaluate the accuracy of first-party or licensed consumer data
- Configure accuracy with Truthset’s Data Ratings (AAA to B)
- Multi-source Data Rated Audiences from participating members of the Truthset Data Collective
- Seamlessly tune accuracy and scale to align with specific campaign and analytics goals
The partnership also supports secure, direct activation into The Trade Desk’s UID2, an identity framework built on Databricks Clean Rooms, inventory and authenticated publishers, streamlining workflows for marketers. Databricks Clean Rooms allows brands and partners to collaborate and join sensitive datasets in a protected environment without ever exposing or moving the underlying raw data. This preserves accuracy and scale from data creation to distribution to media activation, while lowering operational costs by eliminating unnecessary intermediaries and reducing ad-tech “tax” fees.
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.
