Observed Signal · Mar 31, 2026 · Product Launch · Source: https://martech.org/feed/ · Impact: 3/5 · Sentiment: Positive
Hightouch Adds Direct Onboarding to The Trade Desk, Yahoo
Hightouch announced a zero‑fee direct data onboarding solution that integrates with The Trade Desk and Yahoo DSP, allowing media networks to list and monetize audiences in self‑service DSP marketplaces without routing through secondary marketplaces. The company says removing the secondary marketplace step eliminates an extra rev‑share fee and can roughly halve total marketplace fees compared with traditional onboarders such as LiveRamp. Hightouch’s Match Booster product expands audience size and household reach with one click and makes audiences available in hours rather than weeks. The offering is warehouse‑native (non‑technical users can build audiences from purchase data, ML scores and consent flags), includes granular listing controls (advertiser access, CPM and percentage‑of‑media rates, public/private listings) and automated consent management to sync opt‑outs and deletion requests across listings. Ian Maier, General Manager of AdTech at Hightouch, framed the move as restoring direct, fee‑free marketplace economics.
The release simplifies data onboarding by enabling direct DSP integrations and reducing intermediary fees, which affects marketplace economics and audience monetization workflows for media networks and AdTech stacks.
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Key Takeaways & Evidence Grounding
- Hightouch announced direct data onboarding integrations with The Trade Desk and Yahoo DSP.
- The solution enables media networks to list audiences in DSP marketplaces without paying secondary marketplace fees.
- Hightouch claims the approach can roughly halve total marketplace fees compared with traditional onboarders like LiveRamp.
- Match Booster expands audience size and household reach and makes audiences available in hours instead of weeks.
- Platform features include warehouse‑native audience building, granular listing management, and automated consent management.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Hightouch Launches Exposure Log Matching for The Trade Desk
Hightouch announced a capability that resolves The Trade Desk’s impression-level event logs to brands’ consented first‑party customer and household IDs, enabling advertisers to confirm which consumers saw, clicked or converted on Trade Desk-served ads without routing through third‑party identity providers. The feature (announced June 1, 2026) delivers resolved exposure logs into a brand’s own data warehouse for measurement, reporting and AI analysis, combining first‑party signals with Hightouch’s identity graph in a priority waterfall to increase match rates. Hightouch is piloting the offering with The Trade Desk and says it plans to scale to other ad platforms. The tool targets anonymized identifiers (cookies, device IDs, UID2) by letting measurement run on an enterprise’s own identity model rather than vendor IDs.
Xbox Launches TV & Film Division; Meta Tests Link Restrictions
This AdExchanger news roundup covers three major stories. Xbox has unveiled a new TV and film division named XP, led by Kayleen Walters, to explore monetization opportunities including formalizing sponsorships and brand partnerships. Separately, Meta is testing Meta One, a subscription bundle, and has begun charging non-subscribed business pages for including more than two external links in posts, with news pages currently exempt. Additionally, the article discusses the trend of mid-sized independent agencies merging into hybrid holding companies, citing Wpromote's acquisition of Giant Spoon, Chemistry's acquisition of Colossus, and Acadia's purchase of Crush, as competitive pressures from larger groups like Omnicom-IPG and Publicis intensify.
Hightouch Names Matthew Lubeck General Manager EMEA
Hightouch, a leader in data and AI for marketing, has appointed Matthew Lubeck as General Manager for EMEA. Based in London, Lubeck will lead all go-to-market functions across the region as Hightouch drives adoption of agentic marketing. The company reports over 100% growth in each of the past two years and recently closed a $150 million Series D. Hightouch already has offices in London and Paris, native-speaking teams across multiple European markets, and a new team in Dubai. Lubeck brings 20 years of experience, having previously launched and led Amperity's EMEA business and held leadership roles at L'Oréal and Estée Lauder. Hightouch's platform supports EU data residency and runs inside customers' data warehouses, with clients including Accor, HelloFresh, Currys, and Telenor.
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