Hightouch Ad Ecosystem Gains Data Partnerships
▼ Summary
– Hightouch launched direct data onboarding integrations with The Trade Desk and Yahoo DSP.
– This allows media networks to list audiences directly in DSP marketplaces, avoiding secondary marketplace fees.
– The company states this approach roughly halves total marketplace fees compared to traditional onboarding methods.
– Hightouch’s Match Booster solution expands audience reach and makes audiences available in hours with automated consent management.
– The platform also offers warehouse-native audience building for non-technical users and granular listing management controls.
A significant shift is occurring in how media networks connect their first-party data to advertising platforms. Hightouch has established direct data onboarding integrations with The Trade Desk and Yahoo DSP, enabling publishers to list and monetize audiences within these self-service marketplaces more efficiently. This move is designed to cut the total marketplace fees for media companies by approximately half compared to conventional methods.
Traditionally, the process involves an extra step and an extra cost. Media networks have been required to route their audience data through a secondary marketplace before it reaches a demand-side platform. This intermediary layer tacks on an additional revshare fee on top of the DSP’s standard charges, eroding publisher revenue. Hightouch’s new direct path eliminates that secondary marketplace, allowing for a more streamlined and cost-effective connection.
Ian Maier, General Manager of Adtech at Hightouch, emphasized the preference for direct relationships in the ecosystem, particularly when the value provided by a middleman is ambiguous. This philosophy extends from the company’s core product design. Hightouch constructed its composable CDP on the principle that marketing technology stacks should not require separate, siloed sources of truth. Maier applies the same logic to data onboarding, stating that the central platform for audience management should also handle monetization tasks efficiently.
The company’s Match Booster solution facilitates this direct onboarding. It functions to expand audience size and extend campaign reach to households with a single click. Hightouch reports that audiences become available for activation within hours, not days. A key component is its automated consent management system, which ensures that user opt-outs and data deletion requests are respected and propagated across every marketplace listing, addressing critical privacy concerns.
Beyond onboarding, Hightouch provides tools for warehouse-native audience building. This feature empowers non-technical business users to create segments directly from data stored in their cloud warehouse, leveraging purchase histories, machine learning model scores, and consent flags without needing engineering support. Furthermore, granular listing management offers centralized control, allowing users to grant or revoke advertiser access, set specific CPM or percentage-of-media rates, and manage both public and private listings from one unified interface.
(Source: MarTech)
