Observed Signal · Jun 1, 2026 · Product Launch · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
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.
Warehouse-native identity resolution improves measurement and reduces reliance on third-party identity vendors, enabling better cross-channel attribution and analytics, but it is a vendor product launch rather than an industry-shifting platform change.
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Key Takeaways & Evidence Grounding
- Hightouch developed a capability to resolve The Trade Desk impression-level logs to brands’ consented first‑party customer and household IDs.
- The solution delivers resolved exposure logs into the brand’s data warehouse for measurement, reporting, and AI analysis.
- Hightouch combines first‑party signals with its identity graph in a priority waterfall to bypass third‑party identity intermediaries and increase match rates.
- Hightouch is piloting the offering with The Trade Desk and has tentative plans to expand to other ad platforms.
- The approach targets anonymized privacy-safe identifiers (cookies, device IDs, third‑party IDs such as The Trade Desk’s UID2) to enable direct first‑party matching.
Connected Companies & Entities
4 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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 Trade Desk Expands Identity Data Paths with Deezer, Adobe
The Trade Desk is deepening its identity strategy by connecting first-party data, campaign-level signals and authenticated inventory across partners Adobe and Deezer. With Adobe, The Trade Desk will feed impression-level campaign data from its continuous "Raw Event Data Stream" into Adobe’s Real-Time Customer Data Platform (CDP) to match impressions to first-party profiles for measurement, segmentation, exclusions, lookalikes and owned-channel personalization. This extends a prior 2022 integration (which activated Adobe first-party IDs in The Trade Desk via Unified ID 2.0) by increasing signal flow back into advertisers’ CDPs. On the supply side, Deezer has integrated the European Unified ID (EUID) into its ad exchange (about a year ago), and EUID-enabled, logged-in audio inventory has shown higher bid, win and fill rates versus non-EUID inventory. Together the moves position identity solutions as cross-system infrastructure linking user relationships, inventory and media buying.
Hightouch Simplifies UID Creation with ID Express Feature
Hightouch launched ID Express, a feature that converts email addresses and phone numbers into UID2 identifiers with a few clicks, enabling privacy-safe, addressable audiences that advertisers can target or suppress through The Trade Desk. Hightouch positions itself as a composable CDP that connects a brand’s data warehouse to ad platforms, not storing customer data itself. ID Express sources data from systems like Snowflake or Databricks, hashes unhashed data, and converts it into UID2s which are sent to The Trade Desk for bidstream access and measurement. UID2 tokens are derived from login activity across the open internet, offering long-standing durability to support frequency management and personalized advertising. The solution aims to reduce technical complexity and cost of UID2 deployment, and is included as part of Hightouch’s core CDP offering.
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