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.

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Hightouch has announced an investment from Snowflake Ventures and Capital One Ventures. This investment extends Hightouch’s oversubscribed Series C round and fuels a shared vision of how data and AI agents will transform marketing. The funding underscores growing momentum behind agentic AI as the next evolution in marketing technology.

In 2024, Hightouch introduced an agentic AI product for lifecycle marketing called AI Decisioning. These agents experiment with messaging, timing, and channel decisions—marketing to every customer as an individual. Enterprises like WHOOP and Fundrise have adopted AI Decisioning to improve learning, campaign velocity, and deliver incremental engagement and sales.

By embedding decisioning into the AI Data Cloud, Hightouch allows marketers to work alongside adaptive AI agents that eliminate manual bottlenecks and reduce reliance on traditional marketing clouds.

“This investment is a major vote of confidence in our vision for AI-powered marketing,” said Tejas Manohar, Co-CEO and Co-Founder of Hightouch.

“We’ve seen incredible traction with AI Decisioning, and this investment enables us to scale faster, deliver even more value to customers, and continue reimagining how businesses personalise experiences through data and AI.” 

“The investment from Snowflake Ventures will also help accelerate the development of our joint solutions, further empowering our mutual customers to activate their data and enhance their marketing capabilities.”

The additional capital and support from both Snowflake Ventures and Capital One Ventures will fuel Hightouch’s ongoing research and development into how AI agents can improve marketing workflows.

The company plans to expand its suite of agents to cover additional marketing use cases, helping marketers move from traditional workflows to rapid, data-driven campaign execution.

“Hightouch built an innovative, composable approach to unifying data and streamlining workflows that unlocks AI-driven personalisation,” said Jon Barad, Partner at Capital One Ventures. “Our investment supports their mission to equip marketers with AI agents that help make campaigns more relevant and impactful.”

The investment comes after a period of steady growth for Hightouch, driven by a broader shift among enterprises toward warehouse-native architectures and composable marketing tools.

“Hightouch is pushing the boundaries of what’s possible with AI in marketing for our joint customers,” said Adam Kaufman, Vice President, Global Head of Industry Go to Market, Snowflake. 

“By building directly on top of Snowflake’s unified platform for data and AI, Hightouch enables marketers to execute faster, with less complexity and more control. We’re excited to support their continued growth and innovation in the AI Data Cloud.”

This latest announcement deepens the partnership between Hightouch and Snowflake, reinforcing a joint commitment to delivering modern, composable, AI-driven solutions for marketers seeking to unlock value from their data.

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