Truthset интегрировался с FreeWheel для повышения точности таргетинга в экосистеме CTV

Truthset, the leader in data accuracy and validation, today announced a strategic integration with FreeWheel, a global technology platform for the CTV advertising ecosystem, enabling advertisers to activate its independently validated Data Rated Audiences (DRAs) across the platform’s CTV advertising ecosystem. This provides advertisers with more accurate and consistent audience activation, while reducing wasted impressions and improving outcomes. Through this integration, advertisers can match Truthset’s DRAs, multi-sourced from participating members of its Data Collective and independently scored, to FreeWheel Identity Network. By embedding Truthset’s DRAs into the identity matching and activation process, advertisers can achieve more accurate targeting across premium CTV inventory. Ultimately, advertisers gain greater confidence they’re reaching the right people and households to drive stronger campaign performance. The integration will initially support audience activation through FreeWheel’s Audience Manager on Streaming Hub, including Curation Hub. Truthset IDs are also mapped into the FreeWheel Identity Network so Buyer Cloud clients can enrich IDs for measurement. Broader availability across FreeWheel’s unified audience marketplace, including future direct activation in Buyer Cloud, is planned “As CTV continues to scale, the industry needs a more reliable way to connect high-quality audience data to premium video inventory without adding complexity for advertisers or publishers,” said Michelle Eule, Executive Director of Data and Measurement at FreeWheel. “This integration helps solve that challenge by giving advertisers and publishers greater accuracy and higher quality audience data across their campaigns.” This direct integration builds on Truthset’s recent partnerships with The Trade Desk, Magnite, Yahoo and Databricks, where Data Rated Audiences are being 1:1 matched to IDs to ensure accuracy is maintained throughout platform and publisher activation. Together, these integrations advance the open web toward end-to-end validation, enabling advertisers to achieve walled garden-level performance while retaining the flexibility of programmatic advertising. “Premium CTV inventory commands premium pricing, making audience accuracy more important than ever,” said Gregg Galletta, President of Truthset. “We’re seeing a shift towards creating a more validated path between audience creation and media activation, to bring walled garden accuracy to the open web.”