Marketecture Media’s Ari Paparo sat down with PMG’s Crissi Cupak, and Truthset’s Scott McKinley to explore a new partnership bringing data accuracy ratings into PMG’s Alli platform.

All marketing data today is built on massive error. The data compiled is based on guesswork and inferences.

Scott McKinley, Founder and CEO at Truthset, explains why he started the company, and how it uses the Data Collective to provide ad buyers, sellers and users of large scale consumer data, with visibility into how accurate their data is to produce better business outcomes.