Scott McKinley, Founder and CEO at Truthset, explains why he started the company, and how it uses the Data Collective to provide ad buyers, sellers and users of large scale consumer data, with visibility into how accurate their data is to produce better business outcomes.

Q3 data from the Truthset Data Collective shows how common inaccuracies are for data points like DMA, military status and more.

Truthset found that family data is often incorrect within big data sets.

Advertisers are missing the mark with Hispanic consumers — something validated audience data can fix.