Observed Signal · Oct 23, 2025 · Product Launch · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
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.
New UID2-based identity solution integrated with ad platform; potential impact on identity workflows.
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Key Takeaways & Evidence Grounding
- Hightouch launched ID Express to convert emails and phone numbers into UID2 identifiers.
- ID Express enables privacy-safe audiences for The Trade Desk (TTD).
- ID Express pulls data from Snowflake or Databricks and hashes data if needed before converting to UID2.
- Hightouch is a composable CDP that connects data warehouses to ad platforms and does not store customer data.
- UID2 tokens are derived from login activity across the open internet and can be used for targeting and measurement through TTD.
Connected Companies & Entities
5 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
UID2: The Future of CTV Advertising Unveiled
UID2 is becoming essential in connected TV (CTV) as advertising shifts from third-party cookies toward open Web identity solutions. Walled Gardens offer scale but higher costs and opaque measurement, boosting interest in ID-based approaches. Procter & Gamble reportedly tested UID2 implementations from NetID and Utiq, signaling rising ID relevance. An ID5 study finds 91% of market participants already use cookie alternatives or plan tests, and 67% focus on IDs for non-addressable traffic. In Europe, UID2 is often called EUID, a governance/hosting/compliance layer atop UID2. UID2 promises reduced waste, more precise lookalike models, and stronger omni-channel activation, especially across CTV and mobile, with tight DSP integration via The Trade Desk. Reported performance uplifts of 20–30% versus cookies and CPA-focused metrics in iGaming reinforce UID2’s industry case.
Asos confirms data breach after rogue app notification
UK fashion retailer Asos has confirmed a data breach involving customers' personal information. Hackers broke into a third-party platform hosting data used for customer communications, stealing names, contact information, home addresses, phone numbers, email addresses, and customer profile notes including search queries. The hackers, calling themselves Xuanye Group, sent an unauthorized push notification through Asos' own app, referencing the compromise of data hosted on Snowflake, a cloud data platform. The notification pressured the company to engage or risk a leak. The attackers reportedly gained access by impersonating a trusted contact to obtain login credentials. Snowflake said its own systems were not breached. Asos has 17 million customers. The incident follows a similar breach at fintech firm Betterment earlier in the year.
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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