San Francisco-based data intelligence firm Truthset announced it raised $5 million in Series A funding last week, a sum it wants to put to improving the accuracy of consumer data powering the ad industry.

The firm claims an eye-popping 60% of consumer data is inaccurate, leading to waste and reduced profitability for marketers, according to the pitch deck exclusively shared with ADWEEK.

Its goal? To drive more accuracy in the $1 trillion-dollar consumer data industry.

Truthset works with data providers like Experian, Transunion, and Epsilon to analyze the accuracy of data. Its patented algorithms analyze consumer records and assign accuracy scores to data points across 1.27 billion hashed emails and 147 million households.

A brand might use Truthset to filter out inaccurate records in an audience file before targeting to drive more relevance. A publisher might use it to improve the fidelity of their audience data and increase match rates.

By removing these errors in data-driven marketing, Truthset claims it can unlock up to $100 billion in value.

Clients include Heineken, Paramount, and TelevisaUnivision.

With the new funding, it wants to grow partnerships with CPG and CTV brands and publishers. It’s also getting into the identifier game, with plans to launch solutions for third-party cookie deprecation.  

Check out the pitch deck below.