Data accuracy and validation firm Truthset has forged a “strategic integration” with Comcast-owned FreeWheel, the connected TV-focused ad tech platform.
This, FreeWheel says, allows advertisers to activate its independently validated Data Rated Audiences (DRAs) across the platform’s Connected TV advertising ecosystem.
“This provides advertisers with more accurate and consistent audience activation, while reducing wasted impressions and improving outcomes,” the companies said in a press release distributed Wednesday.
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,” the companies say. “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.
