Hightouch today announced direct data integration integrations with The Trade Desk and Yahoo DSP.
The integrations will allow media networks to list and monetize their audiences in self-serve ad marketplaces without paying fees in secondary marketplaces. Hightouch said this would roughly halve total market fees compared to traditional integration options.
These traditional integration solutions require media networks to list audiences through a secondary market before they reach the DSP, which adds additional revenue sharing fees on top of the DSP’s own fees.
With this announcement, Hightouch now allows media networks to onboard their audiences directly into DSP marketplaces without paying fees for a second marketplace.
Ian Maier, managing director of adtech at Hightouch, told MarTech that direct relationships are preferred, particularly when the value offered by intermediaries is unclear.
Hightouch built its composable CDP around the idea that martech stacks don’t need separate sources of truth.
“We believe the same is true for your data integration solution,” Maier said. “The job of monetization is to select those audiences quickly. The CDP platform is where that should happen.”
Match Booster, Hightouch’s data integration solution, expands audience size and extends reach to households with just one click. According to Hightouch, audiences are available within hours and automated consent management ensures that opt-out and data deletion requests are honored on every marketplace listing.
Hightouch also offers Warehouse Native Audience Creation, which allows non-technical users to create audiences from purchase data, ML model scores, and consent indicators without technical assistance. Granular list management allows users to grant and revoke access to advertisers, set CPM and media percentage rates, and manage public or private lists all from one place.
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Mike Pastore is 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. For nearly three decades in B2B marketing, Mike worked as an editor, writer and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers from some of the most well-known brands in B2B technology, creating content for Jupitermedia and QuinStreet marketing campaigns. Before joining Third Door Media as Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
