MRI-Simmons Joins Truthset Data Collective To Reaffirm Data Accuracy, Transparency

KUALA LUMPUR, Dec 18 (Bernama) -- MRI-Simmons, a provider of insights on the American consumer, has joined the Truthset Data Collective, a group of data providers uniting to ensure the highest degree of accuracy and quality for the marketing industry.

This move underscores the insights leader’s commitment to transparency and accuracy, two qualities the company has upheld for over 70 years, according to a statement.

MRI-Simmons majority owner, who is also NIQ Head of Global Media, Lana Busignani said that joining the Truthset Data Collective reaffirms the company’s commitment to providing high-quality data that supports more effective digital and addressable activation outcomes,” she said.

Meanwhile, Truthset Chief Executive Officer, Scott McKinley expressed excitement over MRI-Simmons’ involvement, highlighting their shared goal of advancing data accuracy standards in the marketing industry.

For MRI-Simmons, the Truthset relationship provides additional validation that its data sets are of the highest possible quality, which can be trusted by the industry at large.

With four MRI-Simmons products already accredited by the Media Ratings Council, including its core consumer study ‘United States of America (USA)’, the Data Collective membership adds another layer of transparency to an already arduous process that includes rigorous annual audits conducted by an independent Certified Public Accountant (CPA) firm.

Joining Truthset’s Data Collective comes on the heels of MRI-Simmons expanding its data enrichment solutions, which help marketers improve the quality and utility of first-party data. With marketers tasked with driving greater media efficiency and return on advertising investments, the accuracy and reliability of third-party data sets used for enrichment are now paramount.

Launched in December of 2022, the Truthset Data Collective was formed to provide the industry with a multi-sourced and objectively accurate service to standardise demographic accuracy for audience targeting and media measurement.

A leader in consumer insights for over 60 years, MRI-Simmons possesses one of the few single-source, privacy-compliant data sets that is widely used for consumer profiling, media planning, data enrichment, and activation.

-- BERNAMA