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# Truthset’s McKinley: data decay, not algorithms, will decide AI’s winners
- URL: https://www.medianexis.com/truthsets-mckinley-data-decay-not-algorithms-will-decide-ais-winners/
- Published: 2026-08-19T21:15:14.000Z
- Updated: 2026-09-17T18:04:03.000Z
- Description: Truthset CEO Scott McKinley says audience data can drop from 90% to 25% accurate across supply-chain hops, and now sells prepackaged “Data Rated Audiences” activatable on The Trade Desk, Magnite, Roku, Disney and others.
- Author: Fabric.Media Editorial
- Tags: Measurement, AI, #archive-backfill

**Why it matters.** Buyers who keep trusting unvalidated audience data risk feeding AI systems degraded inputs that scale bad targeting decisions into sales-metric failures.

*Signal from* [*The Measure*](https://www.themeasure.net/?ref=medianexis.com) *·* [*read the original*](https://www.themeasure.net/big-brains-w-evan-shapiro-and-truthsets-scott-mckinley/?ref=medianexis.com)*.*