Trending...
- Cold. Clean. Anywhere. Meet FrostSkin
- Male In Custody After North Spokane Drive By Shooting
- How Specialized Game Development Services Are Powering the Next Wave of Interactive Entertainment
SAN FRANCISCO - Washingtoner -- 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 Washingtoner
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 Washingtoner
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 Washingtoner
- 10X Recruitment Launches Operator-Led Executive Search for Behavioral Health and Legal Leaders
- Integris Composites developing armor for military in Arctic Circle
- Caraline Skincare's Gentle Glow Cleansing Oil Named Finalist for Best Face Cleanser at the 2026 CertClean Clean Beauty Awards
- Workplace safety ideas from the front lines to highlight Applied Ergonomics Conference in Arlington, Texas
- OpenSSL Corporation Advisory Committees' Elections 2026: Results Announcement
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 Washingtoner
- Zarova Vodka Expands Its Ultra-Premium Spirits Portfolio Through Strategic Acquisitions
- If You Had a Legal Case Today — Who Would You Trust Your Legal AI With?
- François Arnaud, star of Heated Rivalry, is the real-life inspiration behind Christopher Stoddard's novel At Night Only
- UK Financial Ltd Sets February 27 CATEX Debut for VENUS Coin, Opening Limited Early Access Through MayaPro Wallet
- Ice Melts. Clean Water Fails. A Startup Thinks It Has the Fix
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
0 Comments
Latest on Washingtoner
- PADT Earns Prestigious 2025 Americas Customer Loyalty Award from Ansys, Part of Synopsys
- Florida Keys Visitors Can Save 15 Percent With KeysCaribbean's Advanced Booking Discount
- Tacoma: Nominations Open Now Through March 17 for 2026 Historic Preservation Awards
- Sleep Basil Unveils Revamped Natural Latex Mattress Collection Page for Cooler, Cleaner, Better-Aligned Sleep
- Conexwest Delivers Custom Shipping Container MRI Lab, Saving California Hospital an Estimated $9 Million in Renovation Costs
- New Ordinance Would Prohibit Use of Private Property for Detention Facilities in Spokane
- Announcing the Winners of the 2026 Best of Northwest Travel
- Tacoma: Street Closures Projected to Start the Week of February 23 for Residential Street Restoration Program Maintenance Work
- City of Tacoma Expands Garbage Can Program in Response to Community Feedback
- FDA Meeting Indicates a pivotal development that could redefine the treatment landscape for suicidal depression via NRx Pharmaceuticals: $NRXP
- $2.7 Million 2025 Revenue; All Time Record Sales Growth; 6 Profitable Quarters for Homebuilding Industry: Innovative Designs (Stock Symbol: IVDN)
- CCHR: Decades of Warnings, Persistent Inaction; Studies Raise New Alarms on Psychiatric Drug Safety
- PRÝNCESS Builds Anticipation With "My Nerves" — A Girls-Girl Anthem
- Arbutus Medical Raises C$9.3M to Accelerate Growth of Surgical Workflow Solutions Outside the OR
- From Sleepless Nights to Sold-Out Drops: Catch Phrase Poet's First Year Redefining Motivational Urban Apparel
- Cold. Clean. Anywhere. Meet FrostSkin
- How Specialized Game Development Services Are Powering the Next Wave of Interactive Entertainment
- Don't Settle for a Lawyer Who Just Speaks Spanish. Demand One Who Understands Your Story
- Dan Williams Promoted to Century Fasteners Corp. – General Manager, Operations
- Ski Johnson Inks Strategic Deals with Three Major Food Chain Brands