Hightouch announced today direct data onboarding integrations with The Trade Desk and Yahoo DSP.
The integrations will allow media networks to list and monetize audiences in self-service ad marketplaces without paying secondary marketplace fees. Hightouch said this will roughly halve total marketplace fees compared to traditional onboarding options.
Those traditional onboarding solutions require media networks to list audiences through a secondary marketplace before they reach the DSP, adding another revshare fee in addition to the DSP’s own fees.
With this announcement, Hightouch is now allowing media networks to onboard audiences directly to DSP marketplaces without paying a second marketplace fee.
Ian Maier, GM of adtech at Hightouch, told MarTech that direct relationships are preferred, especially when the value intermediaries offer isn’t clear.
Hightouch built its composable CDP around the idea that martech stacks don’t need separate sources of truth.
“We think the same is true of your data onboarding solution,” Maier said. “The job of monetization is to quickly curate these audiences. The CDP platform is where it should happen.”
Match Booster, Hightouch’s data onboarding solution, expands audience size and extends reach to households with one click. According to Hightouch, audiences are available in hours, and automated consent management ensures opt-outs and data deletion requests are honored across every marketplace listing.
Hightouch also offers warehouse-native audience building, which allows non-technical users to build audiences from purchase data, ML model scores and consent flags without engineering support. Granular listing management lets users grant and revoke advertiser access, set CPM and percentage-of-media rates and manage public or private listings from a single place.
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Mike Pastore is the Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech Conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech, creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.