Hightouch Integrates The Trade Desk Exposure Logs Directly into Customer Data Warehouses

Event summary

  • Hightouch launched Exposure Log Matching for The Trade Desk on June 1, 2026.
  • The new Match Booster capability resolves The Trade Desk's Raw Event Data Stream (REDS) logs directly to brands' customer and household IDs.
  • Logs are delivered daily or hourly, often with higher match rates than third-party-only approaches.
  • The solution eliminates the need for third-party identity providers, reducing latency and improving data control.

The big picture

This launch represents a significant shift in ad measurement infrastructure, moving away from proprietary third-party identifiers toward first-party data control. The solution addresses growing privacy concerns and the need for real-time customer journey analysis. Hightouch positions itself as a key player in the composable CDP space, potentially disrupting traditional identity resolution services.

What we're watching

Adoption Pace
How quickly brands will migrate from third-party identity solutions to Hightouch's direct matching approach.
Match Rate Impact
Whether the promised higher match rates will materialize across different customer segments.
Competitive Response
How existing identity providers will react to this direct-to-warehouse data integration model.

Related topics

Product Launch