Hightouch Brings Clarity to CTV Ads with First-Party Data Targeting and Measurement

On October 23, 2024, Hightouch, a leading composable CDP, introduced a new solution aimed at simplifying and accelerating Connected TV (CTV) advertising. This new offering helps advertisers target, match, and measure first-party audiences across various fragmented CTV platforms, including DSPs, OEMs, and measurement tools.

“We’ve worked with brands like PetSmart, Warner Music, and WeightWatchers to help them use their data for boosting revenue and ROAS through cross-sell, win-back, lookalike, and suppression campaigns,” said Tejas Manohar. “Now, we’re extending our capabilities for first-party targeting, identity matching, and measurement to CTV channels like OEMs and streaming apps, where fragmentation has long been a challenge.”

Hightouch’s composable CDP tackles these issues by offering advertisers a quick, affordable, and automated solution with features like:

• Automated Audience Management: Build and refresh audiences from existing first-party data in your data warehouse daily, ensuring fresh targeting and compliance with opt-outs.
• Programmatic and Direct CTV Activation: Sync first-party audiences across major DSPs and OEM CTV platforms in one place, including LG Ad Solutions, Roku, Samsung Ads, and Vizio Ads.
• CTV Identity Matching: Improve campaign reach and accuracy by matching offline identities to household CTV devices using Hightouch’s third-party identity graph.
• Brand, Tune-in, and Sales Lift Measurement: Measure brand lift with Dynata, tune-in with iSpot.tv, and run cross-channel tests to assess campaign lift on offline sales—all directly from Hightouch’s platform.

Also Read: OneMagnify Expands Portfolio with Acquisition of AI-Powered CTV Marketplace, Emodo

Hightouch also offers these features without any extra fees or CPM charges.

Tom Keaveney, EVP of Business Development at iSpot, added, “We’ve been working to simplify CTV measurement for years, and we’re excited to partner with Hightouch. Their platform cuts through the complexity, allowing customers to focus on optimizing campaigns based on our insights.”

In one case, a major US sports league switched to Hightouch from a legacy provider, slashing onboarding time from over two weeks to under a day and cutting total costs by 40% due to reduced overhead and lower vendor fees.

Similarly, a large US food delivery app ran a targeted subscription upsell campaign by syncing its consumer and subscription data to an OEM platform. With Hightouch’s identity solution, they increased audience reach by 81.28%, compared to using first-party data alone.