The Measure
Data validation company Truthset integrated its Data Rated Audiences into Unified ID 2.0, The Trade Desk’s open-source, privacy-focused identity framework. The partnership directly addresses a documented industry problem: Truthset estimates $7.36 billion of the $38 billion spent annually on CTV advertising is wasted due to inaccurate audience targeting. By making Truthset’s verified audiences available in The Trade Desk’s marketplace, advertisers gain a meaningful tool to improve precision and return on ad spend.