Hightouch announced this week a direct data onboarding integrations with The Trade Desk and Yahoo DSP, enabling media networks to list and monetize audiences in self-service ad marketplaces without paying secondary marketplace fees.
As media networks exhaust onsite inventory, offsite media has become a primary path to new revenue. Demand side platforms (DSP) marketplaces give advertisers the direct control they want, offering self-service access to audiences from their own ad accounts. But the model’s reputation for thin margins has held back adoption.
With Hightouch, media networks onboard audiences directly to DSP marketplaces without paying a second marketplace fee.
Hightouch’s Ian Maier
Self-service offsite media got a reputation for thin margins because data onboarders made it that way, said Ian Maier, General Manager of AdTech at Hightouch.
“But the underlying model is sound: list your audiences, let advertisers self-serve, collect CPM fees,” said Maier in a statement. “We just let it work the way it was supposed to, direct data onboarding with no additional fees.”
New Data Tool
Hightouch is the leading Composable CDP and artificial intelligence (AI) marketing platform that empowers companies to activate their data warehouse to power personalized marketing and business operations, The compan enables leading brands like Domino’s, Autotrader, and PetSmart to deliver personalized customer experiences, optimize performance marketing, and move faster by leveraging data and AI across their organization.
Match Booster, Hightouch’s data onboarding solution, expands audience size and extends reach to households with one click. Audiences are available in hours, not weeks. Automated consent management ensures opt-outs and data deletion requests are honored across every marketplace listing. Key capabilities touted by company officials include:
- Warehouse-native audience building: Non-technical users build audiences from purchase data, ML model scores, and consent flags without engineering support.
- Direct DSP marketplace listings: List audiences on DSP marketplaces like The Trade Desk and Yahoo DSP without routing through a secondary marketplace.
- Match Booster: Expand audience size and extend reach to all people, devices, and households with one click.
- Granular listing management: Grant and revoke advertiser access, set CPM and percentage-of-media rates, and manage public or private listings from one place.
- Automated consent management: Opt-outs and deletion requests sync automatically across marketplace listings.
To learn more or schedule a demo, visit hightouch.com.
