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Hightouch has announced direct data onboarding integrations with The Trade Desk and Yahoo DSP, enabling media networks to list and monetize audiences in self-service ad marketplaces without paying secondary marketplace fees, cutting total marketplace fees roughly in half compared to traditional onboarders.
Media networks can now onboard audiences directly to DSP marketplaces without paying a second marketplace fee, cutting total fees by approximately half.
Match Booster expands audience size and extends reach to households with one click, with audiences available in hours rather than weeks.
Non-technical users can build audiences from purchase data, ML model scores, and consent flags without engineering support.
Granular listing management allows media networks to grant and revoke advertiser access, set CPM and percentage-of-media rates, and manage public or private listings from one place.
Automated consent management ensures opt-outs and data deletion requests are honored across every marketplace listing.
The solution addresses the thin margins challenge that has historically held back offsite media adoption.
As media networks exhaust onsite inventory, offsite media has become a primary path to new revenue. DSP marketplaces give advertisers the direct control they want, offering self-service access to audiences from their own ad accounts. However, the model’s reputation for thin margins has held back adoption.
One driver of this margin pressure is the data onboarding layer. Traditional onboarders require media networks to list audiences through a secondary marketplace before they reach the DSP, adding another revshare fee on top of the DSP’s own fees. With Hightouch, media networks onboard audiences directly to DSP marketplaces without paying a second marketplace fee.
“Self-service offsite media got a reputation for thin margins because data onboarders made it that way,” said Ian Maier, General Manager of AdTech at Hightouch. “But the underlying model is sound: list your audiences, let advertisers self-serve, collect CPM fees. We just let it work the way it was supposed to, direct data onboarding with no additional fees.”
The solution offers several capabilities designed to streamline audience onboarding and management. Warehouse-native audience building enables non-technical users to build audiences from purchase data, ML model scores, and consent flags without engineering support. Direct DSP marketplace listings allow media networks to list audiences on DSP marketplaces such as The Trade Desk and Yahoo DSP without routing through a secondary marketplace.
Match Booster expands audience size and extends reach to all people, devices, and households with one click. Granular listing management provides a single interface to grant and revoke advertiser access, set CPM and percentage-of-media rates, and manage public or private listings. Automated consent management ensures opt-outs and deletion requests sync automatically across marketplace listings, maintaining compliance with privacy requirements.
With Hightouch’s direct onboarding approach, audiences are available in hours, not weeks, significantly reducing the time required to activate new inventory. The solution eliminates the friction and additional fees associated with traditional data onboarding, enabling media networks to capture more margin while giving advertisers the self-service access they prefer.
About Hightouch
Hightouch is the leading Composable CDP and AI marketing platform that empowers companies to activate their data warehouse to power personalized marketing and business operations. Trusted by leading brands like Domino’s, Autotrader, Cars.com, Aritzia, and PetSmart, Hightouch enables anyone to deliver personalized customer experiences, optimize performance marketing, and move faster by leveraging data and AI across their organization.
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