Former Nielsen Exec Launches Data Validation Firm

Former Nielsen exec Scott McKinley has founded data intelligence company Truth{set}, which will focus on validating the accuracy and compliance of consumer data. The company has already raised $4.75m in seed funding from a variety of investors.

McKinley (pictured) most recently served as CEO of marketing identity company IDify. He previously worked for Nielsen, latterly as EVP, overseeing innovation and new product development across person-level data and analytics, identity management, location services, and strategic mergers and acquisitions. Before this, he created and led the Nielsen Innovation Lab in collaboration with Stanford GSB; and he led Nielsen's Advertising Effectiveness product strategy and roadmap.

His new firm, San Francisco-based Truth{set}, offers a proprietary data quality scoring method to measure the quality of consumer data. The company's Truthscores are numerical scores between 0.00 and 1.00 that represent the accuracy of the attributes associated with each data record, to help marketers make decisions about how they source, price and use consumer data. According to McKinley, Truth{set}'s technology is compatible with most DSPs, DMPs and CDPs, and integrates with providers such as Facebook, LiveRamp and The Trade Desk. The company is currently collaborating with behavioral analytics platform Verto Analytics to validate and measure the quality of data around the media and adtech ecosystems, using Verto's opt-in, behavioral measurement panels.

Funds come from super{set}, WTI, Ulu Ventures and a number of strategic angel investors.

Truth{set}'s leadership team comprises former Comscore SVP Aaron Fetters as Head of Client Development; long-time Comscore exec and former LiveRamp Head of Product Marketing Kelly Barrett as Senior Vice President, Data Partnerships; and Head of Engineering Ted Kornish, who was previously a Senior Software Engineer at Tableau Software. Commenting on the launch, McKinley said: 'Marketers are still flying blind when it comes to how good the underlying data actually is, and that hurts performance and wastes money. Truth{set} allows both data providers and marketers to win in the market for data by establishing an independent, standard score to measure the quality of the consumer data that they are buying, using, and selling'.

Web site: www.truthset.io .