Advertisers and media networks can now tie campaign exposure directly to their own consented customer and household records, delivered straight to the warehouse without an intermediary identity layer.
Hightouch, the leading Composable CDP and Agentic Marketing Platform, announced Exposure Log Matching for The Trade Desk. The new Match Booster capability resolves The Trade Desk’s Raw Event Data Stream (REDS) logs directly to a brand’s own customer and household IDs, landing the data in the customer’s warehouse for measurement, reporting, and AI analysis.
The Trade Desk gives advertisers a detailed record of every impression, click, and conversion, along with metadata like placement, ad dimension, frequency, and more. But those events arrive behind anonymous identifiers like UID2s, mobile device IDs, and cookies. Until they resolve to consent to customer records, the data describes a campaign, not a customer journey.
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The industry has historically closed that gap with third-party identity providers. A brand exports the logs, ships them to a vendor, waits several days, and receives a file back keyed to a proprietary ID. More engineering follows to translate that vendor ID into the customer model. The workflow is slow, fragmented, and built on identifiers the brand does not own.
Exposure Log Matching removes the intermediary. Match Booster combines first-party signals with Hightouch’s identity graph in a priority waterfall, then delivers logs into the warehouse keyed to the customer’s own consented customer or household IDs. Logs are delivered daily or hourly, often with higher match rates than third-party-only approaches.
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“Measurement should run on the enterprise’s own identity model, not a vendor’s proprietary ID,” said Ian Maier, General Manager of AdTech at Hightouch. “Exposure Log Matching gives brands and media networks control over the bridge between ad exposure and business outcomes.”
Once resolved, exposure logs land in the warehouse, teams can run cross-channel attribution and incrementality, analyze performance by customer segment or SKU, build embedded reporting for advertisers, and give Hightouch agents the context to reason across performance, customer, and outcome data.
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