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Hightouch has launched Exposure Log Matching for The Trade Desk, a new capability that resolves advertising event data directly to a brand's customer and household IDs within their own data warehouse. The feature addresses a longstanding challenge in digital advertising: The Trade Desk provides detailed impression, click and conversion data, but events arrive behind anonymous identifiers like UID2s and cookies. Traditionally, brands relied on third-party identity providers to match this data, a process that took days and used proprietary IDs. Exposure Log Matching eliminates the intermediary by combining first-party signals with Hightouch's identity graph, delivering matched logs daily or hourly with higher match rates. The resolved data enables cross-channel attribution, performance analysis by customer segment, and embedded reporting. The feature is available today as an add-on to Hightouch's Match Booster product.

This new tool cuts out identity providers by linking Trade Desk data with brands' first-party IDs. A solution built by agentic marketing startup Hightouch seeks to cut out identity intermediaries. 2 hours ago The future of brands gets decided here. Join the industry's top marketers at Brandweek for the ideas, insights, and connections shaping what's next. Get your ticket. Customer data platform Hightouch has developed a new tool that allows advertisers bypass third-party identity providers to directly confirm which consumers saw their ads placed by The Trade Desk. Any advertiser transacting through The Trade Desk gets reports on each ad impression, click, and conversion, among other campaign performance data. But details specifying who actually saw or clicked on an ad are generally anonymized through privacy-safe identifiers like cookies, device IDs, or third-party IDs like The Trade Desk's UID2. Without identity providers, there has historically been no way to directly match those anonymized IDs with customers in the advertiser's own database. Kendra Barnett is Adweek's senior tech reporter. Recommended videos

Audience Acuity and Hightouch announce strategic partnership to power better campaigns with richer customer data. Partnership lets customers buy Audience Acuity data through their existing Hightouch contract to improve person and household resolution, enrich customer profiles, and build more effective campaigns in Hightouch. LAS VEGAS, NV - May 27, 2026 - Audience Acuity and Hightouch today announced a strategic partnership to help enterprises turn richer customer data into better marketing. Hightouch gives marketers complete brand context, customer data, and performance history in one place so they can build and ship end-to-end campaigns themselves. But first-party data alone does not always give teams what they need to unify fragmented person and household records, personalize journeys with richer attributes, or improve performance across ad platforms. Through this partnership, customers can buy Audience Acuity data directly through their existing Hightouch contract, use it to enrich and resolve customer records, and put that data to work in Hightouch across planning, audience creation, journey orchestration, and campaign execution. Audience Acuity provides identity resolution and third-party identity infrastructure that help enterprises connect records, improve householding, and append customer attributes. Hightouch gives marketers the system to turn that richer data into end-to-end campaigns across paid media and owned channels. Common use cases include: * Resolve person and household records more accurately to create stronger customer profiles for segmentation, measurement, and campaign planning * Enrich profiles with demographic, behavioral, and intent signals so marketers and AI agents can decide who to target, what to say, and when to engage * Build more personalized audiences and lifecycle journeys using third-party attributes to improve targeting, messaging, and timing across channels This gives customers a practical way to extend the value of Hightouch: better inputs for planning and decision-making, more relevant personalization across channels, and a simpler path to purchase and activate external data. "Enterprises have done the hard work of building modern data infrastructure, but too often the identity infrastructure underneath it has not kept pace," said Jeff Sopko, COO at Audience Acuity. "Partnering with Hightouch allows us to help customers get more value from the investments they have already made by strengthening the identity layer that powers audience development, activation, and measurable marketing performance." Ian Maier, General Manager of AdTech at Hightouch, added: "Hightouch brings together brand context, customer data, and performance history so marketers can build and ship better campaigns end to end. With Audience Acuity available through their Hightouch contract, customers can enrich profiles, improve person and household resolution, and create more personalized audiences and journeys inside their existing workflows." This partnership reflects the shift toward composable architectures and interoperable data workflows that give marketers more control over the data and context behind every campaign. About Audience Acuity. Audience Acuity provides strategic identity infrastructure that help brands, agencies, platforms, and data-driven enterprises connect, understand, and activate customer data across the modern marketing ecosystem. With one of the most comprehensive identity graphs available, Audience Acuity enables durable identity, audience intelligence, privacy-first collaboration, activation, measurement, and attribution across cloud-based and platform-native environments. About Hightouch. Hightouch is an Agentic Marketing Platform powered by the industry-leading Composable CDP. With complete brand context, customer data, and performance history in one place, Hightouch gives every marketer the power to build and ship end-to-end campaigns themselves. Trusted by leading brands like Domino's, Autotrader, Cars.com, Aritzia, and PetSmart, Hightouch helps teams move faster, stay on brand, and get AI marketing that actually works.