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Low-quality data can come in different forms, like inconsistent or outdated information – think demographics (age, gender) and interests (dog versus cat lover), or simply the wrong relationship can be made between data sets.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
The Tapad Device Graph™ Complements Freckle’s IoT Capabilities to Extend Scale and Precision of Audience Data New York, NY — December 6, 2017 — Tapad, part of Experian, is the leader in cross-device marketing technology and Freckle IoT, the global leader in multi-touch, offline attribution, today announced they are partnering to provide brands with a holistic and insightful view of their customers, in predefined locations in all global markets. Starting today Freckle IoT will be leveraging the Tapad Device Graph™ to supplement the company’s data set to offer brands more granular attribution data. Consumer’s online behavior is becoming more and more complex, with the average consumer owning three or more devices and 35 percent of consumers converting on a different device from the one on which they started their research. These interactions become even more complicated when considering how online interactions and media impact offline sales. The collaboration between Tapad and Freckle, which combines Freckle IoT’s persistent location data with Tapad’s proprietary cross-device technology, is an important step in empowering brands with the information they need to better understand how digital media, consumed across multiple devices, is impacting offline attribution. Using its opt-in, first-party data, Freckle IoT helps brands measure the effectiveness of their advertising by independently matching media spend to in-store visits. Tapad’s technology extends Freckle’s data-set by allowing brands to access additional deterministic and probabilistic data, at scale and across all devices, to analyze consumer behavior ahead of in-store purchase. “Combining our technology with Tapad’s identity-driven solutions was a natural fit for our business,” said Neil Sweeney, founder and CEO at Freckle IoT. “With our unbiased, agnostic measurement and Tapad’s precise and privacy-safe data set, we knew this partnership would be a strong complement to providing more effective results for the needs of our brand partners.” “Freckle IoT is a valuable partner for Tapad as our cross-channel attribution capabilities continue to expand at global scale,” says Chris Feo, SVP, strategy and global partnership at Tapad. “Marketers today need a tool that can address the online and offline disconnect throughout the consumer journey. Freckle’s IoT innovations combined with the Tapad Device Graph help address this need by providing brands, across multiple verticals, accurate and precise identity-driven data powered by true consumer behavior — online and offline.” For more information on Freckle IoT’s measurement offerings, please visit www.freckleiot.com. Contact us today
London – 24 November, 2017 – Tapad, part of Experian, is the leader in cross-device marketing technology and continues to broaden its reach across EMEA. The business today reported a 20 percent growth in the scope of its regional device graph, a data set used by organisations to map consumers to their devices, enabling better, more personalised cross-device marketing. This news complements Tapad’s recent expansion of its UK team with the hire of experienced solutions engineer, Davide Rosamilia. As the demand for cross-device technology solutions continues to grow around the globe, coupled with the emergence of regulations such as Europe’s General Data Protection Regulation (GDPR), Tapad is committed to offering suppliers the greatest level of insight without compromising consumer privacy. Since Tapad started licensing its proprietary Tapad Device GraphTM just over a year ago, demand for the company’s technology has experienced significant growth. New supply partnerships and proactive data sourcing have also meant an increase in devices across key markets, which contribute to the overall 20 percent growth of the EMEA device graph, including a 44 percent increase in the U.K., 47 percent in France, and 85 percent in Germany. “We’re continuing to invest heavily in growing our regional device graph, allowing us to better meet the needs of EMEA marketers as they strive to reach individuals with greater precision in some of the most tightly regulated marketplaces worldwide,” said Tom Rolph, VP EMEA, Tapad. “This year, we have also welcomed 10 new data suppliers whom we’ve helped to increase cross-device amplification, attribution and audience extension, helping to further set us apart in the marketplace and successfully expand our EMEA presence.” Available around the world, the Device Graph provides access to Tapad’s globally compliant and privacy-safe datasets across EMEA, APAC and the U.S., and offers deeper knowledge of consumer preferences, purchase intent, and conversion behaviors. “Tapad has shown a unique ability to adapt to the nuances of the local EMEA market and display impressive growth without sacrificing dedication to privacy,” said Alistair Hill, CEO and Co-founder at On Device Research. “When we started vetting technology vendors, we needed to be sure that we selected a partner that could offer compliant and privacy-safe datasets to operate within our stringent data standards. Tapad’s probabilistic solution offered us greater scale, greater device reach, and increased engagement without compromising on privacy.” Contact us today
The Tapad Device Graph™ Will Expand Sizmek’s Cross-Device Reach and Improve the Efficiency and Precision of Digital Advertising NEW YORK, November 16, 2017 – Tapad, part of Experian and a leader in cross-device marketing technology, today announced a new global partnership with Sizmek, the largest independent buy-side advertising platform delivering impressions that inspire. By integrating the Tapad Device Graph™, Sizmek will enhance its AI-powered predictive capabilities to deliver accurate, cross-device messaging at global scale in a privacy-safe environment. Combined with Sizmek’s existing data enablement, creative optimization and media execution capabilities, the proprietary Tapad Device Graph improves the efficiency and precision of digital advertising by accurately matching people and devices. This enables advertisers to get a clear view of individual customer journeys, achieve scale without compromising on efficiency, and uncover new opportunities for conversion. Sizmek’s customers will have access to Tapad’s globally compliant and privacy-safe datasets across the Americas, EMEA, and APAC. With deeper knowledge of consumer preferences, purchase intent and conversion behaviors, Sizmek and its customers are able to enhance advertising strategies including cross-device audience identification and more. “Tapad is known for their strong cross-device capabilities, and their offering is an excellent addition to our growing program for best-of-breed data and measurement partners" says Mike Caprio, Sizmek’s Chief Growth Officer. “For our customers, this partnership will add further people-based marketing precision and reach to our comprehensive offerings around creative optimization, data enablement and media execution." “Sizmek’s adoption of industry-leading AI and machine learning campaigns will be a great complement for the Device Graph,” said Chris Feo, SVP, strategy & global partnerships at Tapad. “Our ability to create smaller, more customized segments in conjunction with Sizmek’s AI modeling will deliver efficiency, effectiveness and increased ROI for marketers worldwide.” This partnership comes at a time of a massive shift in the marketing technology industry. Companies like Tapad and Telenor, as well as Rocket Fuel and Sizmek, are joining forces to adopt those technologies that are most efficient and accurate at reaching consumers at scale in a personalized and non-intrusive way. The combination of Tapad and Sizmek’s offerings will provide international marketers with exceptional resources to lead a more cost effective and results driven campaign. Contact us today