Hightouch now lets media networks onboard audiences directly to The Trade Desk and Yahoo DSP, bypassing secondary marketplace fees and roughly halving total costs.
Hightouch, a customer data platform company, announced Thursday that it has built direct data onboarding integrations with The Trade Desk and Yahoo DSP, allowing media networks to list and monetize audiences in self-service ad marketplaces without paying fees to a secondary intermediary.
Under the traditional onboarding model, media networks must route audiences through a third-party marketplace before those audiences reach a demand-side platform, or DSP. That process layers an additional revenue-share fee on top of the DSP’s own charges. By connecting directly to both platforms, Hightouch said the new integrations would roughly halve total marketplace fees for media networks.
Ian Maier, general manager of ad tech at Hightouch, said direct relationships between data providers and DSPs are preferable when the value added by intermediaries is unclear. “The job of monetization is to quickly curate these audiences,” he said. “The CDP platform is where it should happen.”
The integrations are part of Hightouch’s Match Booster product, its data onboarding tool, which the company says can expand audience size and extend reach to additional households with a single click. Audiences are made available within hours of onboarding, the company said, and the system automates consent management to ensure that opt-outs and data deletion requests are honored across all marketplace listings.
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Hightouch also offers audience-building tools that allow non-technical users to construct audience segments from purchase data, machine learning model scores, and consent flags without engineering support. A listing management feature lets users grant or revoke advertiser access, set pricing rates, and manage public or private listings from a single dashboard.
The company has built its platform around the premise that marketing technology stacks do not require separate systems for data storage and activation — and that data onboarding should be no different.
