Truthset raises $4.75M to help marketers score their data

Data, the cliché goes, is the new oil of the digital economy. But Truth{set} co-founder and CEO Scott McKinley wants to know: “Why does no one care about the quality of that fuel?”
That’s an issue McKinley saw in his seven years as an executive at Nielsen, where he said he realized that marketing data products are “all built on massive error.” As evidence, he pointed to recent studies showing that bad data leads marketers to waste 21 cents of every dollar, an