At A Glance
Truthset’s latest analysis reaffirms Experian as the leader in third-party data accuracy. Advertisers and partners can rely on Experian’s validated, AI-powered solutions to reduce waste, improve personalization, and drive measurable marketing outcomes grounded in accuracy.Experian continues to lead in data accuracy according to Truthset’s latest analysis
Advertisers, technology partners, and agencies are all chasing accurate data to power their marketing strategies. But not all data is created equal. Truthset’s latest findings confirm Experian’s leadership in third-party data accuracy, giving brands and agencies confidence in every decision they make.
Accurate data is the foundation for predictive insight, real-time intelligence, and AI-powered personalization. Experian’s AI-driven solutions help marketers move from data to action, delivering more relevant messages with less waste.
Truthset’s independent study found that up to 51% of ad targeting data is inaccurate, with accuracy rates ranging between 32% and 69% across providers. This reinforces the importance of validated, trusted data from partners like Experian.
The data quality challenge
Inaccurate data can lead to:
Wasted ad spend
Without accurate data at the start, marketers can’t reach the right audiences, resulting in wasted impressions.
Privacy and compliance risks
In an increasingly privacy-centric world, advertisers need to be especially mindful of accurate targeting to avoid putting their brand reputation at risk.
Poor campaign performance
Low-quality data skews metrics and attribution models, making it difficult to measure campaign success and optimize spend.
Low-quality data can come in different forms, like inconsistent or outdated information – think demographics (age, gender) and interests (dog versus cat lover), or simply the wrong relationship can be made between data sets. Data records can be incomplete or duplicative, and data segments could be misclassified or inaccurate. For example, a kids’ snack food company may think they’re targeting a 35-year-old man, who lives in the suburbs with his young family, when in fact it’s a 65-year-old woman who moved to the city after her kids went to college. That’s wasted investment.
As data ecosystems grow more complex, that’s where Experian’s AI-powered simplicity comes in. We can clean, enrich, and infer missing signals, helping you act on incomplete or imperfect data with greater confidence.
Building a solid data foundation
Accurate data is essential for personalization and trust. According to eMarketer, more than 75% of internet users worldwide are willing to share their email address, brand interest, and name in exchange for personalized experiences. Without accurate data, marketers won’t be able to provide the level of personalization that consumers desire.
But personalization at scale requires more than just data, it needs intelligence. Experian’s AI-powered capabilities, including predictive models, transform clean, validated data into meaningful engagement strategies that balance performance with privacy. Independent validation from Truthset ensures that Experian’s data remains among the most accurate in the ecosystem.
“As cookies and mobile ad identifiers continue to phase out, consented, durable identifiers (hashed email, postal addresses) are going to serve as the foundation for identity solutions of the future. And the only way to ensure you are transacting on the highest quality identity and demography data is to actively validate the data you rely on with a third party.”
Chip Russo, President at Truthset
Experian’s commitment to data accuracy
Since joining the Truthset Data Collective in 2023, Experian continues to be the industry leader in data accuracy. Truthset’s latest Q2 2025 analysis reaffirms our leadership in data accuracy:
- Experian is the #1 data provider of largest volume of high-accuracy hashed emails (HEMs)
- Experian ranks #1 in accuracy for eight marketing data attributes, including but not limited to Age, Geography, Presence of Children, and Education
- Experian ranks #1 or #2 for 22 of the 24 attributes, and #3 for the two others (out of 12 companies being analyzed)
- Experian consistently has the largest number of HEMs that are 90% or more likely to be accurate
“As a member of the Truthset Data Collective, Experian received top ranks across a variety of categories for its data. The entire digital advertising world runs on data, but focusing on data accuracy is going to drive the next phase of innovation for the industry, enhancing ROI for advertisers, CPMs for publishers, and relevant experiences for consumers.”
Chip Russo, President at Truthset
As Truthset’s recent study highlights, the data matched between hashed emails and postal addresses is crucial, underpinning everything from targeted ads to TV audience measurement. Highly accurate HEMs linked to high-quality demographic data should be the foundation of any marketing plan. Advertisers are able to overcome the complexities of identity resolution by tying online and offline touchpoints together to deliver a consistent message across channels.
Real-time relevance, powered by ethical AI
Experian combines validated identity data with intelligent technology to deliver marketing that works for people and brands.
Companies are striving to eliminate marketing waste and provide consumers with personalized marketing and the advertising industry can have confidence that Experian’s marketing data has been externally validated as being highly accurate. The accuracy of our data will power better marketing initiatives, like insights, targeting, identity, and measurement.
Whether you’re optimizing for reach, relevance, or ROI, AI is changing how marketing works. Experian’s human-centered, privacy-first AI makes it easier to adapt, act faster, and connect with consumers in ways that are more meaningful.
Let’s start a conversation about how we can fully realize the potential of data-driven advertising together.
Contact us today
FAQs
Truthset is an independent data validation company that reviews and ranks data providers based on accuracy. Their ratings help advertisers understand which data sources they can trust. Experian ranks #1 in data accuracy according to Truthset.
Experian ranks #1 for accuracy in multiple categories, including Age, Geography, and Presence of Children, and holds the largest number of hashed emails that are 90% or more likely to be accurate.
Accurate data is important for marketers because it leads to more efficient targeting, reduced ad waste, and better campaign performance. It also reduces compliance risk by helping advertisers engage responsibly. Experian’s data is ranked #1 in data accuracy according to Truthset.
Experian’s privacy-first, AI-driven models clean, enrich, and validate data while respecting consent and ethical standards.
Connect with the Experian team to learn how our validated data and AI-powered solutions can strengthen your targeting, insights, and ROI.
Latest posts
Experian kicks off the AdTech year at CES What better way to jump-start start 2023 than a trip to Las Vegas for the Consumer Electronics Show (CES). Our team was thrilled to participate in this annual kick-off with the AdTech community. The uniqueness of what CES has become for our industry can be defined as the intersection between technology brands, digital, television, and AdTech. CES creates the space necessary for marketing and advertising leaders to collaborate to drive rewarding outcomes for the year ahead. Our goal in attending CES was to connect with our partners, clients, and industry leaders to build relationships, form strategic plans, and listen. The opportunity to learn about our industry’s challenges and goals enables us to develop initiatives, drive success, and support our clients and partners. Keep reading for our 2023 CES AdTech recap. “I have been to CES too many times to mention the number; this year was as energetic, collaborative, engaged, and effective as I can ever recall. Our presence was first-class and meticulously organized, which made our interactions as robust as possible. It's a team effort, and we appreciate all the work that goes into this event. “ – Greg Koerner, Vice President of Digital Advertising Sales Our CES AdTech recap Supporting publishers and advertisers is top of mind for us. Many of our conversations focused on the technologies we deliver or collaborate with our partners to provide. Clean rooms and activation were two common themes throughout our discussions. Clean rooms Consumer privacy, regulatory requirements, and data deprecation are driving the AdTech industry to talk about and explore clean rooms. There’s a need to address data collection, storage, analysis, and sharing. Clean rooms are a potential solution that can standardize data and address interoperability issues. Activation In 2023, we predict that digital activation will increase. We continue to see increased demand for environments where alternative identifiers are being transacted (like demand side platforms and video). Social platforms will continue to experience volatility and advertisers will shift their focus to demand-side, video, and supply-side platforms. Download our 2023 Digital audience trends and predictions report to learn where you should activate your audiences in 2023. We can help plan your 2023 digital activation strategy. How we support clean rooms and activation Our Consumer Sync and Consumer View products support these areas and can help you understand people better–so you and your customers can connect with confidence. What is Consumer Sync? Consumer Sync, our consumer identity product, enables signal agnostic collaboration across marketers and technologies, bringing together digital devices, IDs, households, and attributes. Consumer Sync’s Resolution and Collaboration solutions can help you gain a better understanding of your consumers and make identities actionable in any environment. What is Consumer View? Consumer View, our data discovery product, offers marketers a robust, privacy-first understanding of their customers and prospects. Grounded in consumer identity, Consumer View provides the data foundation to engage consumers where, when, and how they want. Consumer View’s Audience and Attribution solutions provide expansive coverage so that you can fill in the gaps to better understand your prospects. Additionally, our collaborative efforts with strong partnerships across the clean room ecosystem and with our activation partners help our clients serve the best ads, at the best times, to the right audience. “CES is back and was a great way to kick off the new year! We were able to meet with a high volume of clients to eagerly talk about building new solutions for the TV space. We are excited to see where these conversations lead in the next few months.” – Ali Mack, Senior Director of TV Advertising Sales Let’s navigate what’s new in our industry, together We can help you connect with your consumers in innovative, impactful ways. Contact us to continue the conversation and learn more about our Consumer Sync and Consumer View products. We can help you take advantage of the opportunities on the horizon. Get in touch
Tap into our collaboration with ARF’s DASH study for one-of-a-kind TV audiences Understanding the importance of aligning campaigns with the media usage habits of consumers, Experian Marketing Services has partnered with The Advertising Research Foundation (ARF) and its DASH (Device and Account Sharing) universe study to create an innovative solution for marketers and advertisers. A leading industry organization dedicated to furthering the scientific practice of advertising and marketing, the ARF conducts independent research and assists in establishing rigorous standards of practice. Its 400+ members include leading marketers, media companies, advertising agencies, and research and measurement firms. What does DASH data reveal? The ARF’s DASH study was developed with National Opinion Research Center (NORC) and seven industry sponsors, including Experian. DASH measures, in granular detail, how American households and individuals connect to and consume TV, use digital devices, and interact with and share streaming media and eCommerce accounts. DASH also contains a cohort of repeat respondents to uncover the dynamics of complex media actions, such as cord cutting. DASH produces an unbiased, nationally projectable data set, which, when combined with Experian's Marketing Data enables the creation of one-of-a-kind audience segments based on TV, media, and device usage at scale. In addition, pairing DASH data with Experian Marketing Data yields insights for industry partners that unlock how consumers engage with media and technology across their devices and eCommerce accounts. How do we make DASH audiences – and why? By combining the ARF’s DASH data set with Experian Marketing Data, we developed one-of-a-kind TV audiences that reflect how viewers interact with digital devices and eCommerce accounts. We have created this resource so our customers can align their marketing campaigns with media usage. These audience segments also yield insights that help marketers reach their audiences with the right messages and content. “Television viewing behavior has undergone a massive transformation, making it challenging for advertisers to reach their target audience and optimize frequency. These audiences give advertisers invaluable tools for managing their campaigns in an increasingly fragmented environment.” – Doug McLennan, Director of Product Management, Experian Explore our DASH audiences to advance your digital and TV ad campaign strategy TV usage and viewing behavior audiences These audience segments allow marketers to reach unique and targeted viewers, like frequent streamers or those who watch exclusively on larger screens. Ad Avoiders Ad Acceptors Household/Family Viewing – Co-Watchers Household/Family Viewing – Co-Watchers with Children Household/Family Viewing – Co-Watchers without Children Household/Family Viewing – Solo Watchers TV Enthusiasts – Paid TV High Spenders Viewing Device Type – Screen Size – Small Viewing Device Type – Screen Size – Large With our new TV audiences, you can target viewers with precision, accuracy, and confidence, enabling you to maximize your marketing efforts. We are excited to offer these new segments and look forward to continuing our work with the ARF to develop new resources that help you connect with your target audiences. “DASH has established itself as a reliable and unbiased calibration set – a “true North” – for media measurement. Our collaboration with Experian puts the power and precision of DASH in the hands of marketers and advertisers as well.” – Paul Donato, Chief Research Officer, ARF Our DASH audiences can be found on the shelf in your demand-side platform of choice for easy accessibility, with availability across all offline and online channels. Connect with us to learn more. For more information on our partner ARF, visit www.thearf.org. Get in touch
2022 was a year of adjustment. Consumers adjusted to a post-pandemic world and returned to pre-pandemic shopping behaviors. Consumers adjusted their budgets as the price of goods skyrocketed, as a result of high inflation. To combat inflation, the U.S. Federal Reserve adjusted interest rates. This further restricted consumer buying power. The AdTech ecosystem also experienced adjustments. Google adjusted the date of cookie deprecation. Federal legislation forced technology companies to adjust their consumer privacy practices. Marketers and advertisers adjusted how they address interoperability issues by investing in clean room solutions. This year of adjustment makes it harder to predict where consumers will spend and how marketers should plan their digital audience strategies. What will 2023 bring to AdTech? Download our 2023 AdTech trends and predictions report to access our forecast to help you plan for 2023. Our report will answer: How has digital activation changed over the last four years? What are the top advertising platforms? Which digital audiences are advertisers buying? Do digital audience strategies vary by vertical? Our AdTech trends forecast In 2023, digital activation will increase. Digital audience activation continues to grow at a significant rate despite market shocks like the pandemic, inflation, and higher interest rates. Given the current economic uncertainty, we predict that marketers will look toward tried and true channels where they are confident they will have quality audiences, inventory, and be able to drive ROI. What will digital activation look like in 2023? Between 2018-2021, digital audience activation increased annually by 46%. Using projected 2022 results, between 2018-2022, it will increase annually by 34%. We anticipate continued growth in 2023. Top advertising platforms in 2023 2023 will see increased digital activation, but which platforms will advertisers use to serve their ads? Advertisers will shift their focus to demand-side, video, and supply-side platforms. Social media platforms will continue to experience volatility. Advertisers will place bigger bets on the combination of addressable and CTV. Our report will also reveal which platforms are creating a path toward a post-cookie future and where data-sharing relationships will become the strongest. The most popular advertiser audiences trending now in AdTech Which digital audiences are advertisers buying? Demographics Modeled Lifestyles Behavioral Custom Audiences Traditional targeting methods like Demographics and Modeled Lifestyles are the baseline of many marketing strategies. We predict that we will continue to see marketers activate against these data sets. Digital audience strategies by vertical Digital audience strategies vary by vertical. Download our report to uncover the digital audiences purchased by advertisers in the following industries: Financial Services Health Retail & CPG Technology & Communication Download our new 2025 Digital trends and predictions report Marketers, agencies, and platforms are facing new challenges as privacy regulations evolve, AI technology advances, and consumer behaviors shift. Our latest report highlights actionable strategies for navigating these changes and improving how you connect with audiences, measure impact, and deliver results. What you’ll learn Navigating signal loss: Explore the rise of alternative IDs and contextual targeting as privacy regulations and signal loss reshape data-driven advertising. Connected TV (CTV): Understand the growth of connected TV (CTV), the importance of frequency capping, and strategies for effective audience activation. Omnichannel campaigns: Learn how marketers are moving from channel-specific strategies to audience-led omnichannel campaigns that tell a more cohesive story. Retail media networks: Learn how retail media networks (RMNs) are capitalizing on enriched first-party data to learn more about their customers and reach them across on-site and off-site inventory. Curation: Examine how curation is transforming programmatic campaigns by combining audience, contextual, and supply chain signals to deliver premium inventory packages that maximize addressability, efficiency, and performance. Download now Get in touch