Popular on TelAve
- Evolve IP's Microsoft Teams Direct Routing Solution With Integrated Contact Center Recognized In Multiple Gartner Research Papers
- Quality Contact Solutions Hires Implementation and Quality Assurance Manager
- Black Professional with 30 Years in Real Estate and Mortgage Industries launches Credit Management A
- Paradies Lagardère First to Launch MishiPay's Scan, Pay & Go Technology in U.S. Airports
- thomastech Announces Agreement to be Acquired by Oak Lane Partners
- Tyto Athene Awarded $31 Million Contract supporting U.S. Fleet Cyber Command
- Gary S. Monroe Founder & President Takes GDO International
- Hot on the heels of the iVAM2-2, Wohler releases 1U iVAM1-3 with Output Routing option
- edjuster Announces Technology Veteran Angela Plater Joins Company as Security and Compliance Officer
- Multi-Media Entertainment Conglomerate, ZATA Entertainment, LLC. to Bring Diversity and Inclusion to Las Vegas
Similar on TelAve
- West Coast Customs icon launches "CarCoin" NFT, giving away an original WCC designed vehicle to celebrate
- PEI Selected Three-Time Top Microsoft Gold Partner in the U.S
- Paradigm Technology Group Joins The Evolve IP Partner Program
- OS-Independent, License-Free On-Chip SAE J1939 Protocol Stack for Embedded, Linux, and Windows Systems
- Contracting Resources Group Awarded ISO 9001:2015 Certification for Quality Management System
- BEAR Technologies Receives SOC 2 Type II Attestation
- Screening Eagle Welcomes Darren Burford as New Chief Sales Officer
- Fund Street Technologies' Brand, One Park Financial Earns "Best Places To Work" Award by South Florida Business Journal
- CB Insights Again Names AI.Reverie a Top 100 AI Startup
- Ismail Sirdah's Helpful Tips For Selling Event Ticket Online
Truthset and the ANA AIMM Release First of its Kind Multicultural Online Data Benchmarks
TelAve News/10672504
SAN FRANCISCO - TelAve -- Truthset, the first company to measure the accuracy of record-level consumer data, is officially announcing the results of its ground-breaking research on multicultural marketing data, produced in partnership with the Alliance for Inclusive and Multicultural Marketing (AIMM), a dedicated arm of the Association of National Advertisers (ANA), and Sequent Partners. The initial benchmark utilizes data insights conducted in Q3 of 2020, with the participation of top data providers including Acxiom, V12, Bridge, Throtle, Speedeon, and Webbula. In Q4 2020, Infutor, Onemata, and LB Digital joined with the Q3 data participants. The study presents a transparent perspective on the availability of quality multicultural targeting data, via the lens of both accuracy and coverage.
According to a 2019 study from the AIMM, an estimated 40% of the US population identifies as multicultural. However, only 5.2% of advertising & marketing spend targets multicultural consumers, mainly due to low buyer confidence in the available data. Truthset engaged with AIMM to partner on a benchmarking exercise designed to increase buyer confidence in multicultural data quality, sparking more significant investment and ensuring better campaign outcomes. Truthset's 100% independent methodology measured participating providers' data sets against one another, assessing accuracy at the record level for multicultural attributes and scoring for quality and coverage. The results indicate that the accuracy of multicultural attributes, when available, is better than expected. However, the coverage of these consumers in digital data sets is so poor that the majority of US multicultural consumers are virtually invisible.
More on TelAve News
Truthset, founded in 2019 by industry veterans from Nielsen, Salesforce, LiveRamp, and Procter & Gamble, creates the single, independent, and unbiased standard of truth for consumer data the industry has needed for so long. "Not all data are created equal, and that's especially true in the case of multicultural targeting," said Truthset CEO Scott McKinley. "The compounding of error and lack of true representation in multicultural data sets degrades performance and diminishes buyer confidence, forcing marketers to lose budget and opportunities to connect with multicultural consumers. We are honored to partner with the AIMM on this important research and play a key role in creating greater transparency in the data ecosystem. A clear assessment of data accuracy at the record level enables marketers to invest with confidence in pursuing these extremely important, fast-growing segments of the US population."
"Accurate cultural portrayals enhance brand connections at a deep human level," said Carlos Santiago, co-founder of AIMM. "High-quality data is the key to that cultural accuracy in both targeting and messaging. Equally important is understanding the availability of multicultural data at the same time. Truthset's partnership was invaluable in establishing these much-needed benchmarks, and we look forward to seeing how they influence multicultural spend and campaign outcomes in 2021."
Truthset, AIMM, and Sequent Partners will regularly partner and explore more deeply the availability of multicultural targeting data, inviting more data partners to participate, and going beyond the surface level of multicultural populations. In 2021, they will team up to continue releasing the established benchmarks, as well as investigate language preference, acculturation status, generational differences, and more.
To access the results of the full study, you can download the Whitepaper here: https://www.anaaimm.net/ebooks/addressing-biases-in-multicultural-inclusive-identity-data
More on TelAve News
About Truthset
Truthset is a data intelligence company focused exclusively on validating the accuracy of consumer data. The company helps companies build trust in data, and improve the performance of any data-driven decision. Truthset does not sell data and is not a data broker; it compiles a likelihood of truth for any individual record that can be used to validate the accuracy of data and power more accurate consumer interactions. To learn more about Truthset, please visit Truthset.io.
About the ANA AIMM
The ANA's Alliance for Inclusive and Multicultural Marketing (AIMM) mission is to be a powerful force prioritizing diverse consumers and advancing inclusive and multicultural marketing to achieve business growth and equity for all. Established in 2016, AIMM serves over 130 advertisers, ad agencies, media, data/research companies, nonprofits and trade associations, representing over 2,000 brands. As a collective power investing more than $207 billion in marketing and advertising annually, AIMM tackles industry-wide barriers, providing effective solutions and educational platforms. AIMM addresses systemic inequities in marketing through its 7-point Diversity, Equity, and Inclusion Pledge, advances #SeeALL -a powerful movement encouraging marketers to genuinely reflect all cultures, races, identities and abilities, and guides decision makers through the Cultural Insights Impact Measure™ (CIIM™) tool, that gauges ads' and shows' level of accurate portrayals and cultural relevance and its impact on brands' growth. To learn more about AIMM, please visit anaaimm.net.
About Sequent Partners
The Sequent Partners are highly respected research industry leaders and entrepreneurs, who have held leadership positions at J. Walter Thompson, General Foods, Leo Burnett, FCB and Y&R, BASES, and recently, RealityMine.They are past Chairman and President of the Advertising Research Foundation. They bring to this project deep expertise in advertising and media research, digital technology, measurement and econometrics. To learn more about Sequent Partners, please visit sequentpartners.com.
According to a 2019 study from the AIMM, an estimated 40% of the US population identifies as multicultural. However, only 5.2% of advertising & marketing spend targets multicultural consumers, mainly due to low buyer confidence in the available data. Truthset engaged with AIMM to partner on a benchmarking exercise designed to increase buyer confidence in multicultural data quality, sparking more significant investment and ensuring better campaign outcomes. Truthset's 100% independent methodology measured participating providers' data sets against one another, assessing accuracy at the record level for multicultural attributes and scoring for quality and coverage. The results indicate that the accuracy of multicultural attributes, when available, is better than expected. However, the coverage of these consumers in digital data sets is so poor that the majority of US multicultural consumers are virtually invisible.
More on TelAve News
- Sterling Watson's Deadly Sweet Released
- Anthology of Award-Winning Books Explores Global Concerns in a Child-friendly Format
- Paradigm Technology Group Joins The Evolve IP Partner Program
- Delirious Comedy Club Presents Pauly Shore Every Friday Night In April
- PADT Named EOS Metal 3D Printing Distribution Partner Across the Southwest, Expanding its Established Additive Manufacturing Products Offering
Truthset, founded in 2019 by industry veterans from Nielsen, Salesforce, LiveRamp, and Procter & Gamble, creates the single, independent, and unbiased standard of truth for consumer data the industry has needed for so long. "Not all data are created equal, and that's especially true in the case of multicultural targeting," said Truthset CEO Scott McKinley. "The compounding of error and lack of true representation in multicultural data sets degrades performance and diminishes buyer confidence, forcing marketers to lose budget and opportunities to connect with multicultural consumers. We are honored to partner with the AIMM on this important research and play a key role in creating greater transparency in the data ecosystem. A clear assessment of data accuracy at the record level enables marketers to invest with confidence in pursuing these extremely important, fast-growing segments of the US population."
"Accurate cultural portrayals enhance brand connections at a deep human level," said Carlos Santiago, co-founder of AIMM. "High-quality data is the key to that cultural accuracy in both targeting and messaging. Equally important is understanding the availability of multicultural data at the same time. Truthset's partnership was invaluable in establishing these much-needed benchmarks, and we look forward to seeing how they influence multicultural spend and campaign outcomes in 2021."
Truthset, AIMM, and Sequent Partners will regularly partner and explore more deeply the availability of multicultural targeting data, inviting more data partners to participate, and going beyond the surface level of multicultural populations. In 2021, they will team up to continue releasing the established benchmarks, as well as investigate language preference, acculturation status, generational differences, and more.
To access the results of the full study, you can download the Whitepaper here: https://www.anaaimm.net/ebooks/addressing-biases-in-multicultural-inclusive-identity-data
More on TelAve News
- Deb Hoffmann, Guinness World Record Holder for Largest Winnie the Pooh Collection, Shatters 20,000-Item Ceiling
- Histria Books announces the release of Molly – A Love Story to help support animal shelters
- Author's Stunning Coming of Age Novel Wins Multiple Literary Awards
- JetQuay Launches Private Swab Test Facility, Halves Custom Clearance Timing
- National Association of Tax Professionals hires new manager of state chapter activity
About Truthset
Truthset is a data intelligence company focused exclusively on validating the accuracy of consumer data. The company helps companies build trust in data, and improve the performance of any data-driven decision. Truthset does not sell data and is not a data broker; it compiles a likelihood of truth for any individual record that can be used to validate the accuracy of data and power more accurate consumer interactions. To learn more about Truthset, please visit Truthset.io.
About the ANA AIMM
The ANA's Alliance for Inclusive and Multicultural Marketing (AIMM) mission is to be a powerful force prioritizing diverse consumers and advancing inclusive and multicultural marketing to achieve business growth and equity for all. Established in 2016, AIMM serves over 130 advertisers, ad agencies, media, data/research companies, nonprofits and trade associations, representing over 2,000 brands. As a collective power investing more than $207 billion in marketing and advertising annually, AIMM tackles industry-wide barriers, providing effective solutions and educational platforms. AIMM addresses systemic inequities in marketing through its 7-point Diversity, Equity, and Inclusion Pledge, advances #SeeALL -a powerful movement encouraging marketers to genuinely reflect all cultures, races, identities and abilities, and guides decision makers through the Cultural Insights Impact Measure™ (CIIM™) tool, that gauges ads' and shows' level of accurate portrayals and cultural relevance and its impact on brands' growth. To learn more about AIMM, please visit anaaimm.net.
About Sequent Partners
The Sequent Partners are highly respected research industry leaders and entrepreneurs, who have held leadership positions at J. Walter Thompson, General Foods, Leo Burnett, FCB and Y&R, BASES, and recently, RealityMine.They are past Chairman and President of the Advertising Research Foundation. They bring to this project deep expertise in advertising and media research, digital technology, measurement and econometrics. To learn more about Sequent Partners, please visit sequentpartners.com.
Source: Truthset
Filed Under: Technology
0 Comments
Latest on TelAve News
- Screening Eagle Welcomes Darren Burford as New Chief Sales Officer
- Fund Street Technologies' Brand, One Park Financial Earns "Best Places To Work" Award by South Florida Business Journal
- Julia Hair Spring Sale Up To 46% Off With Buy Now Pay Later
- CB Insights Again Names AI.Reverie a Top 100 AI Startup
- Ismail Sirdah's Helpful Tips For Selling Event Ticket Online
- Sandline Global Broadens Commitment to Data & Analytics: Adam Poeppelmeier Joins as Director of Business Intelligence
- The Savory Grape Launches New Online Shopping And Delivery Experience
- Covid-19 Quarantine Spawns 18 "Pregnancy After 40" Birth Announcements From Group Members in a Single Week
- Massage Therapy Center in Los Angeles is Putting a Spring Back In Your Step
- Multi-platinum singer Linda Varg and Audilus to join forces
- Social Security The Great Ponzi Scheme: "If This Book Doesn't Raise Your Blood Pressure, You'd Better Check For A Pulse!"
- National Minority Health Association Launches PSA to Increase Vaccine Confidence in Minority Communities
- DeRonja Real Estate Welcomes Mackenzie Seiter
- A Story of Triumph: One Vermont Woman is Making an Impact and Hollywood is Noticing
- GiftstoIndia24x7 Adds A Special Note To Mother's Day With Its Wide Repertoire Of Gifts
- Ethos Voice & Data Joins Evolve IP's White Label Partner Program
- 3rd Annual Barren Fruit ® Empowerment Conference will end with a 3K Warrior Walk
- Violet Horizon To Release New EP "Azimuth" On April 20th
- Josh Copeland on Mission to Rebrand the Men's Mental Health Crisis
- Chef Jade's International Plant Based Recipes Give You The Escape You Need