Hightouch today announced direct data onboarding integrations with The Trade Desk and Yahoo DSP.
The integrations will allow media networks to list and monetize audiences in self-serve advertising marketplaces without paying commissions on secondary markets. Hightouch said this will roughly halve total marketplace fees compared to traditional onboarding options.
These traditional onboarding solutions require media networks to list audiences through a secondary market before they reach the DSP, adding another revshare fee on top of the DSP’s own fees.
With this announcement, Hightouch now allows media networks to engage audiences directly in DSP markets without paying a second-market fee.
Ian Maier, general manager of adtech at Hightouch, told MarTech that direct relationships are preferred, especially when the value offered by intermediaries is unclear.
Hightouch built its composable CDP on the idea that martech stacks don’t need separate sources of truth.
“We believe the same is true for your data onboarding solution,” Maier said. “The job of monetization is to quickly curate this audience. The CDP platform is where it should happen.”
Match Booster, Hightouch’s data onboarding solution, expands audience size and extends reach to families with one click. According to Hightouch, audiences are available within hours, and automated consent management ensures that opt-out and data deletion requests are honored in every marketplace listing.
Hightouch also offers native warehouse audience creation, which allows non-technical users to create audiences from purchasing data, ML model scores, and consensus flags without technical support. Granular list management allows users to grant and revoke access to advertisers, set CPMs and media percentage rates, and manage public or private lists in one place.
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Mike Pastore is the head of content and 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 technology, creating content for marketing campaigns for both Jupitermedia and QuinStreet. Before joining Third Door Media as editorial director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
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