Advertiser Perceptions, a global leader in strategic market intelligence for the advertising industry, has announced a strategic partnership with Data Quality Co-op (DQC), the insights industry's first independent clearinghouse for data quality measurement. This collaboration is designed to enhance transparency and reinforce data integrity within the increasingly complex B2B advertising research landscape. By integrating DQC’s shared quality infrastructure, Advertiser Perceptions adds an independent layer of validation to its existing rigorous data standards, ensuring that business decisions are based on verified respondent insights.
Strategic partnership formed between Advertiser Perceptions and Data Quality Co-op (DQC).
Integration of DQC’s shared quality infrastructure into B2B research operations.
Utilization of the Data Trust Score™ (0–1,000) for real-time respondent validation.
Focuses on predictive intelligence rather than static, one-time fraud checks.
Aimed at providing objective, third-party metrics for hard-to-reach B2B audiences.
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As B2B research grows more intricate, the necessity for high-quality sample sourcing has become a critical priority for industry leaders. Advertiser Perceptions has historically prioritized respondent integrity over low-cost volume; this partnership formalizes that commitment by operationalizing DQC’s predictive intelligence. The workflow now includes an objective verification process that identifies and validates trustworthy respondents before their insights reach the final analysis stage.
"Our clients rely on us for precise insights from specific, hard-to-reach B2B audiences," said Katie Jurina, COO at Advertiser Perceptions. "Respondent quality has always been the foundation of our work. By partnering with Data Quality Co-op, we are bringing objective, third-party metrics into our workflow that validate the integrity of our data."
A central component of this collaboration is the implementation of the Data Trust Score™. Unlike traditional fraud detection methods that rely on static signals, this respondent-level metric utilizes a continuously learning feedback loop. It analyzes technical signals, in-survey behavior, and participation history across the entire research ecosystem. This proactive approach allows Advertiser Perceptions to validate sample sources with a high degree of precision, offering clients measurable confidence in the data underpinning their sales and marketing strategies.
"Advertiser Perceptions is taking a leadership role by prioritizing independent verification in the B2B sector," said Bob Fawson, CEO of Data Quality Co-op. "B2B research requires a distinct level of precision. By adopting a shared quality infrastructure, Advertiser Perceptions is proving their commitment to quality through a standardized, independent framework."
Through this standardized framework, the partnership sets a new benchmark for transparency in the advertising research sector, ensuring that every data point is high-quality, high-value, and fit for its intended strategic purpose.
About Advertiser Perceptions Advertiser Perceptions is the global leader in research-based business intelligence for the advertising, marketing, and ad technology industries. Our experienced staff delivers an unbiased, research-based view of the market, competing brands, and their customers with analysis and solutions tailored to each client's specific KPIs and business objectives – providing them with the confidence to make the very best sales and marketing decisions, driving greater revenue and increased client satisfaction.
About Data Quality Co-op
Data Quality Co-op (DQC) is an independent first-party data quality clearinghouse. We transform how buyers and suppliers of first-party data measure, understand and manage the quality of their data. Our platform offers continuous quality measurement and real-time quality certification by aggregating, analyzing and benchmarking data quality signals across the ecosystem and the Data Trust Score™, delivering unique, predictive quality intelligence. Together with our clients, we are shaping the future of fast, reliable data-driven insights. Headquartered in Salt Lake City, Utah, our mission is to ensure each business decision, marketing campaign or AI model is driven by data that's high-quality, high-value and perfectly suited for its purpose.
TechIntelPro empowers B2B technology decision-makers with the latest industry trends, deep insights, leadership perspectives and actionable intelligence to drive both organizational and professional milestones—and thrive on the tech pulse.