Hightouch Cuts DSP Marketplace Fees in Half with Zero-Fee Onboarding Solution
Event summary
- Hightouch launched direct data onboarding integrations with The Trade Desk and Yahoo DSP, enabling media networks to list audiences without secondary marketplace fees.
- The solution cuts total marketplace fees roughly in half compared to traditional onboarders like LiveRamp.
- Match Booster expands audience size and extends reach to households with one click.
- Automated consent management ensures opt-outs and data deletion requests are honored across marketplace listings.
The big picture
As media networks exhaust onsite inventory, offsite media has become a critical revenue stream. Hightouch’s solution addresses the thin margins in self-service ad marketplaces by eliminating secondary fees, potentially accelerating adoption. The move underscores a broader industry shift toward direct, cost-efficient data onboarding in ad tech.
What we're watching
- Adoption Pace
- Whether media networks will rapidly adopt Hightouch’s zero-fee solution to improve offsite media margins.
- Competitive Response
- How LiveRamp and other traditional onboarders will react to Hightouch’s fee-cutting model.
- Marketplace Dynamics
- The impact of direct data onboarding on the growth and profitability of DSP marketplaces.
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